Australia leads the world at shortlist stage of the Warc Prize for Innovation 2013 with five entries
Australia heads the list of countries with most entries through to the next stage of judging for the Warc Prize for Innovation 2013.
Five entries from Australia are among the 18 cases long listed for the Warc Prize for Innovation. Leading the Australian ad agency pack is McCann with Metro Melbourne’s Dumb Ways To Die and V-Line’s Guilt Trips, Naked Communications with Art Series Hotel’s Overstay Checkout, Starcom MediaVest with Twix’s ‘Pause’ and BWM and Forethought Research’s with K-mart’s Can you feel it entry.
The judges have praised the innovative thinking and insights displayed by this year’s entries. The panel of 15 judges, chaired by Howard Draft, executive chairman of Draftfcb, will award the Prize to the case study that best demonstrates effective innovation based on a written submission scored according to five criteria. The winner will be announced in June.
Subscribers to Warc, the global marketing knowledge service, can read the long-listed case studies in full now on www.warc.com/prize. For those who are not a subscriber but would like to request a trial, please visit www.warc.com/trial.
This year for the first time, Warc is also awarding a Popular Vote trophy for the entry that attains the highest combination of “likes” of its video on Warc’s free Warc Prize Vimeo page and downloads of its case study on warc.com. Terms and Conditions apply.
The shortlist:
Brand: Art Series Hotels
Title: Overstay Checkout (Australia)
Agency: Naked Communications Melbourne
Authors: Adam Ferrier, Lach Hall
Brand: ecostore
Title: Little Treasures (New Zealand)
Agency: Naked Communications
Authors: Matt O’Sullivan, Sophie Joiner
Brand: Fundación Paralife
Title: I will work for free (Mexico)
Agency: Publicis Mexico
Authors: Jessica Appellaniz, Luis Enriquez “Madruga”, Alan Alexis Ramírez, Magdalena Barceló, Hector Fernández, Iván Santos Muñoz, Selene Cuadra, Paulina Arce, Ileana Lopez
Brand: Group of Humanitarian Attention to the Demobilised
Title: Rivers of Light (Colombia)
Agency: Lowe-SSP3
Authors: Juan Pablo Garcia, Marialejandra Urbina, Mihir Warty, Jane Dorsett
Brand: Honda Civic
Title: Psicodriving (Spain)
Agencies: Starcom MediaVest, Spotless
Authors: Roser Puig, Elena Gris, Daniel Martínez Tessier
Brand: IKEA
Title: Human Coupons (Canada)
Agency: Leo Burnett
Authors: Heather Morrison
Brand: Kissan Ketchup (Hindustan Unilever)
Title: When tomato ketchup grew tomato farmers (India)
Agency: Mindshare India
Authors: Anagha Ingle and Baljeet Singh
Brand: Kmart
Title: Can you feel it? (Australia)
Agencies: Forethought Research and BWM
Authors: Ken Roberts
Brand: Lifebuoy
Title: Saving lives with soap (India, Indonesia, Kenya and Nigeria)
Agency: Lowe Lintas and Partners
Authors: Saji Abraham and Pooja Rawat
Brand: McDonald’s
Title: Coin Hunters (Denmark)
Agencies: DDB Copenhagen, OMD Denmark
Authors: Pernille Zillmer, Kim Jørgensen, Pia Niemann
Brand: McDonald’s
Title: Real Time Olympics (China)
Agencies: Nim Digital
Authors: Jamo Woo, Icy Han
Brand: Metro Trains Melbourne
Title: Dumb ways to die (Australia)
Agency: McCann Australia
Author: Karl Bates, Adrian Mills, Danish Chan
Brand: OREO
Title: Daily Twist (United States)
Agencies: Draftfcb
Authors: Auro Trini-Castelli, John Campbell, Susan Polachek
Brand: Peres Center for Peace
Title: Blood Relations (Israel)
Agencies: BBR Saatchi & Saatchi
Author: Rachel Friend
Brand: Slice (Pepsi)
Title: Seduction in a bottle (India)
Agency: Mindshare India, JWT India
Author: Shefali Mahadevia
Brand: Tiger Beer
Title: Blue Christmas (Vietnam)
Agency: Leo Burnett Vietnam/M&T
Author: Abhijit Das
Brand: TWIX
Title: Pause (Australia)
Agency: Starcom MediaVest
Authors: Peter Toone, Hayley Clarke, Patrick Whitnall
Brand: V/Line
Title: Guilt Trips (Australia)
Agency: McCann Australia
Author: Karl Bates, Adrian Mills, Danish Chan