LONDON, JUNE 3, 2013 – Three Australian cases – two from McCann Australia and one from Naked Communications Melbourne – are competing against entries from Colombia, India, Israel and the United States for the $10,000 Warc Prize for Innovation 2013.
The Prize is awarded to the best case study worldwide of effective innovation in communications. The shortlisted entries were selected by a 15-judge panel, chaired by Howard Draft, Draftfcb Executive Chairman.
2013 Warc Prize for Innovation Short List (A-Z by case study title)
Title: Blood Relations (Israel)
Brand: Peres Center for Peace
Agencies: BBR Saatchi & Saatchi
Author: Rachel Friend
Title: Daily Twist (United States)
Brand: OREO
Agencies: Draftfcb
Authors: Auro Trini-Castelli, John Campbell, Susan Polachek
Title: Dumb ways to die (Australia)
Brand: Metro Trains Melbourne
Agency: McCann Australia
Author: Karl Bates, Adrian Mills, Danish Chan
Title: Guilt Trips (Australia)
Brand: V/Line
Agency: McCann Australia
Author: Karl Bates, Adrian Mills, Danish Chan
Title: Overstay Checkout (Australia)
Brand: Art Series Hotels
Agency: Naked Communications Melbourne
Authors: Adam Ferrier, Lach Hall
Title: Rivers of Light (Colombia)
Brand: Group of Humanitarian Attention to the Demobilised
Agency: Lowe-SSP3
Authors: Juan Pablo Garcia, Marialejandra Urbina, Mihir Warty, Jane Dorsett
Title: When tomato ketchup grew tomato farmers (India)
Brand: Kissan Ketchup (Hindustan Unilever)
Agency: Mindshare India
Authors: Anagha Ingle, Baljeet Singh
The panel scored written submissions according to five different criteria: campaign background (15 percent), insight and strategy (20 percent), implementation (15 percent), performance against objectives (20 percent) and innovation and lessons learned (30 percent). Entrants were evaluated regarding how they demonstrated innovative approaches to varied challenges.
The winner of the Warc Prize for Innovation 2013 will be announced on warc.com at 10.00 GMT on June 5.
Additionally, for the first time, Warc is awarding a Popular Vote trophy for the entry that garners the highest number of ‘likes’ of its video on the Warc Prize Vimeo page, as well as downloads of its case study on warc.com. The full current leader board is available here.
