adidas Odds, Caravan, Club Mahindra and IDFC campaigns among WARC 2018 shortlists

India has scored four shortlists in Effective Innovation for the WARC Awards, a global search for next-generation marketing effectiveness.

The Womb won a shortlist for its innovative product Carvaan built for Sa Re Ga Ma. Another shortlist was grabbed by McCann Worldgroup for its campaign ‘Bank in a Box’ created for IDFC Bank, while Taproot Dentsu won a shortlist for the adidas Odds campaign. Adidas Odds was conceptualised to support the 2016 Brazil Paralympics. The fourth shortlist for India was won by Zapr Media Labs for the campaign ‘How 1,00,000 TV commercial viewers made snap decisions on their mobile for a holiday at Club Mahindra’ developed for Club Mahindra Holidays.

The panel of 15 innovation judges, chaired by Christopher Yu, Vice-President, Integrated Marketing Strategy, Innovation and Technology at US Bank, has selected campaigns from around the world with papers from the US, the EU, United Arab Emirates, Thailand, India and Australia. Countries with the most shortlisted entries are the United States, with seven (including North American campaigns); India with four; Thailand and the United Arab Emirates have three each.

A total of 21 campaigns have been shortlisted in the Effective Innovation category, which recognises innovative thinking that has transformed a business or disrupted category conventions to deliver tangible results. They are for a variety of categories, including automotive, travel, household goods, banking, media, foods and NGOs.

The shortlisted papers in the Effective Content Strategy, Effective Social Strategy and Effective Use of Brand Purpose categories will be announced shortly.

Other shortlisted entries under Effective Innovation are:

*Denmark vs. Trump · Socialistisk Folkeparti (SF) · UncleGrey · Denmark, United Kingdom, Germany, Spain, United States

*Hello in Elephant · David Sheldrick Wildlife Trust · whiteGREY · Australia, Kenya, Tanzania, United Kingdom, United States

*Seek Deeper · Royal Caribbean International · MullenLowe US · United States

*7-Second Resumes · Grads of Life · 22squared · United States

*Hearing Rescue · Thai Health Promotion Foundation · BBDO Bangkok · Thailand

*Speed Limit Monk Statue · Thai Health Promotion Foundation · BBDO Bangkok · Thailand

*Thai Dog House · Immortal Adoption · BBDO Bangkok · Thailand

*La Futbolera · Sprint Latino · M8, Alma · United States

*100% Asian. 100% British - How a simple insight changed a radio station · BBC Asian Network · MullenLowe London · United Kingdom

*Reinventing dynamic creative, for grilling season · Johnsonville Fresh Bratwurst · Compass Point Media · United States

*Going live with gold! · Royal Mint · Manning Gottlieb OMD · United Kingdom

*The Loneliness Index · Age UK · Manning Gottlieb OMD · United Kingdom

*Dynamic Recruitment · The University of Sydney · The Monkeys · Australia

*Lost Frequency · HearLife Clinic · FP7/DXB · United Arab Emirates

*One-Drop Bottle · Pril · TBWA\RAAD · United Arab Emirates

*Camelpower · Nissan · TBWA\RAAD · United Arab Emirates

*The Ultimate Data Machine · BMW · Cadreon, UM · United States

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