Submissions from China and Malaysia make the shortlist for $10,000 Warc Prize for Innovation
Case studies from Procter & Gamble, Reckitt Benckiser and GlaxoSmithKline are among the six entries shortlisted for the $10,000 Warc Prize for Innovation. The shortlist comprises campaigns from China, Colombia, Iceland, Malaysia, Romania and the United States. They feature Dettol (Reckitt Benckiser), Febreze (Procter & Gamble), Polident (GlaxoSmithKline), Rom, the Romanian confectionery brand, Promote Iceland and the Colombian Ministry of Defence.
The six have been selected from a total of 70 submissions for the cash Prize which is awarded by Warc, the global marketing information service, for the best case study to demonstrate effective innovation in communications.
Prize Chairman Jonathan Mildenhall said the highly international shortlist showed the globalised nature of innovation in the communications industries.
Mildenhall, The Coca-Cola Company’s vice president, global advertising strategy and content excellence, said: “These six shortlisted cases demonstrate that innovation today is truly borderless, found from Iceland to China, Malaysia to the US. Conversation around great, innovative work and impressive results crosses geographies. It is truly a liquid world we live in.”
The Prize was free to enter and open to case studies featuring any country, sector, type of communications discipline and budget range. It will be awarded next month by a panel of industry experts headed by Mildenhall.
He added: “The Prize judging discussions have underlined how important it is for brands to have a clear purpose for innovation, and to incorporate this at every stage of their communications from initial insight to post campaign learnings. There is a worthy winner of the Warc Prize here, and I look forward to announcing it very soon.”
Here is the full shortlist including brand and agency details:
American Rom (Romania)
Brand: Rom
Brand Owner: (Kandia Dulce)
Agency: BV McCann Erickson
Dettol: Messaging Interrupts, Utility Delights (China)
Brand: Dettol
Brand Owner: Reckitt Benckiser
Agency: Advocacy WOM, China
FARC: Operation Christmas (Colombia)
Brand Owner: Colombian Ministry of Defence
Agencies: Lowe SSP3, Lowe and Partners
Febreze: Breathe Happy (USA)
Brand: Febreze
Brand Owner: Procter and Gamble
Agencies: Grey, MSL, SMG, PWW
Kilauan Emas: Breaking the shame barrier and improving the lives of sceptical
denture wearers (Malaysia)
Brand: Polident
Brand Owner: GlaxoSmithKline
Agencies: Grey Asia Pacific and Maxus
Promote Iceland: Inspired by Iceland (Iceland)
Brand: Promote Iceland
Brand Owner: Icelandic Government
Agency: The Brooklyn Brothers, Islenska