WARC Unveils 2013 Shortlist

 

 

A total of 38 case studies have been shortlisted for the 2013 Warc Prize for Asian Strategy, the cash prize for the most insightful marketing strategy in the region.
Warc, the marketing intelligence service, will award the $5,000 Grand Prix to the region’s best strategy case study, plus five further Special Awards of $1,000 each. Now in its third year, the Prize received more than 140 entries in 2013.

 

Shortlisted entries came from 10 different markets around Asia, and from a mix of major networks and local independents. For the third year running, India supplied the largest number of shortlisted entries (17), well ahead of China (5) and Malaysia (4).

 

The judging panel, made up of senior client-side marketers and agency-side strategy experts, is currently deciding which entries will be awarded Gold, Silver and Bronze awards, and which will take home the cash prizes. Their picks will be announced at an event in Singapore on 26th September.

 

“We were particularly impressed with the number of entries that challenged category norms and behaviour, and found creative solutions that were breathtakingly simple yet amazingly effective,” said Leanne Cutts, President & Managing Director Japan at Mondelez International and the 2013 chair of judges. “Finally, we were reminded once again that budget is no prediction of the quality of strategy thinking, creative idea or effectiveness in the real world.”

 

Entrants were asked to specify the media channels used in their cases. On average, the shortlisted campaigns used 8.4 channels each, higher than the average of 7.4 used across all entries. For the first time in the competition, social media was the most-used media channel, ahead of television. Across the shortlist, 74% of campaigns used social media, ahead of 61% who used television. Across all entries the figures were 57% social media and 53% television.

 

The full shortlist can be found below, and viewed on the Prize website, www.warc.com/asiaprize. 

Shortlisted entries (Agency / Client / Campaign Market)
Ariel Shirt Flag: How a detergent not only lifted stains, but the spirit of an entire nation
(Ace Saatchi & Saatchi Advertising / Procter & Gamble / Philippines)
Baileys: Cream With Spirit
(BBH Shanghai / Diageo / China)
Band-Aid: A Mother's Love
(McCann Erickson Japan / Johnson & Johnson / Japan)
Be The Dad Your Dad Never Was
(Ogilvy & Mather Mumbai / IDBI Federal Life Insurance / India)
Chrome Open Spaces: Creating Street Art Through the Web
(BBH Asia Pacific / Google / Indonesia)
Clear: Hidden Idol
(Lowe Vietnam / Unilever / Vietnam)
Happily Married: Chocolate and Mishti
(Pinnacle / Mondelez International / India)
Happydent White: from Dental brand to the Dazzlemouth Show
(BBH Asia Pacific / Perfetti Van Melle / Indonesia)
Helix: Waste Time
(JWT India / Timex Group India / India)
Lifebuoy: Help A Child Reach 5
(Lowe Lintas & Partners, PHD / Unilever / India, Indonesia)
It's More Fun In The Philippines
(BBDO Guerrero / The Philippines Department of Tourism / Regional)
Killer Jeans: Making an Environmental Cause Fashionable to the Indian Youth
(Grey India / Kewal Kiran Clothing / India)
Kissanpur - Where Tomato Ketchup Grew Tomato Farmers
(Mindshare India / Hindustan Unilever / India)
Corona: Let the World Wait
(TBWA\ Singapore, Digital Arts Network (DAN), INTO-DIGITAL OY, Wicked Digital Media / Grupo Modelo / Regional)
Mahindra Spark the Rise
(VML Qais / Mahindra Group / India)
Mediker Anti-Lice Treatment: The Journey from Lice Negative to Life Positive in Rural India
(BBH Communications India, Madison Media Group, Radiowani, Perfect Relations, School / Marico / India)
Mentos National Night
(BBH Asia Pacific / Perfetti Van Melle / Singapore)
Milo Cans: Twisted Football
(Ogilvy & Mather Kuala Lumpur / Nestlé / Malaysia)
Mission Kerala: Times Of India's Final Frontier
(JWT India / Bennett Coleman / India)
Nike China: Greatness Campaign
(Wieden+Kennedy, Mindshare, AKQA, Razorfish / Nike / China)
Once Again: The Tagging Drive
(Ogilvy & Mather Bangalore / Once Again / India)
Pump It Forward
(NIM Digital / Johnson & Johnson / China)
Realtime Olympics
(NIM Digital / McDonald’s / China)
Parachute Advansed Ayurvedic: Recommended By Those Who Care About You
(BBH Communications India / Marico / India)
Seduction in a Slice bottle
(Mindshare, JWT / PepsiCo / India)
Gillette: Shave Sexy
(BBDO China, @PR / Procter & Gamble / China)
ShoesShoesShoes: Shoe dating
(Ogilvy Action / Heart and Sole / Malaysia)
SMART TXTBKS
(DDB DM9 JaymeSyfu / Smart Communications / Philippines)
Taking On A Religion Called Cricket
(JWT India / PepsiCo / India)
Tempo Toilet Paper: The Perfect Man
(Publicis Hong Kong / SCA Tissue / Hong Kong)
The ‘Everyday’ Soldier: How Gillette Leveraged its Brand Values to Ignite a Social Awakening
(BBDO India / Procter & Gamble / India)
Minute Maid Pulpy: The Real Juice Challenge
(Ogilvy Action / Coca-Cola / Malaysia)
THPF Smoking Kid: A Personal Message to the Smokers
(Ogilvy & Mather Thailand / Thai Health Promotion Foundation / Thailand)
Tiger Blue Christmas
(Leo Burnett, M&T / Viet Nam Brewery / Vietnam)
Vat Man
(BBH Communications India / Diageo / India)
Voltas All Weather AC – how a pure play Indian brand turned a giant killer
(Ogilvy & Mather / Tata / India)
Women For Women
(McCann WorldGroup / Stayfree / India)
X2 Voice Resuscitation: The Truth
(Draftfcb Kuala Lumpur / Celcom Axiata / Malaysia)