No joy for Asia in Warc Prize for Social Strategy
There were no Asian winners in the Warc Prize for Social Strategy, with none of the 16 papers awarded going to entries from this region.
Of 18 entries from Asia of around 100 in total, three made the shortlist. BBDO Guerrero’s #PHThankyou for the Philippine Department of Tourism, which won grand prix at the 2015 Asia Pacific Tambuli Awards last week, was one of them.
DDB Hong Kong’s ‘Project Polo’ for Volkswagen, to turn probationary drivers into professional ones, was another finalist.
The third Asian finalist was Gillette India’s ‘Soldier for women’ campaign by BBDO.
The competition, which rewards the best examples of marketing strategy that drives conversation, sharing, participation or advocacy, was won by US agency Campbell Ewald with a Navy recruitment campaign called ‘Project Architeuthis’ claiming the grand prix.
While no Asian contenders made it, there were six winners from Australia.
The full list of winners:
Winning entries (Advertiser / Market of origin / Agency)
Grand Prix ($5,000 prize)
America’s Navy: Project Architeuthis
US Department of Defense / US / Campbell Ewald, Puzzability
Special awards ($1,000 prize each)
Long term idea
A.H. Beard: Six Week Sleep Challenge
A.H. Beard / Australia / Mentally Friendly)
Analytics
Chobani: #PlainInspiring
Chobani / Australia / Whybin\TBWA
Channel Strategy (two entries awarded $1000 each)
Three: Holiday Spam
Hutchinson 3G / UK / Wieden+Kennedy
Newcastle Brown Ale: If We Made It
Heineken / US / Droga5
Not for profit
Immigrant Council of Ireland
‘Tinder sex trafficking awareness campaign’
Immigrant Council of Ireland / Ireland / Eightytwenty
Gold
America’s Navy: Project Architeuthis
US Department of Defense / US / Campbell Ewald, Puzzability
Coca-Cola: Share a Coke US
Coca-Cola North America Group / US / Starcom Mediavest Group
EXIT Deutschland: Nazis Against Nazis
EXIT Deutschland / Germany / GGH Lowe
Three: Holiday Spam
Hutchinson 3G / UK / Wieden+Kennedy
Silver
A.H. Beard: Six Week Sleep Challenge
A.H. Beard / Australia / Mentally Friendly
Check One Two: #FeelingNuts
Check One Two / UK / Jam
Chobani: #PlainInspiring
Chobani / Australia / Whybin\TBWA
Newcastle Brown Ale: If We Made It
Heineken / US / Droga5
Oscar Mayer: Wake up and smell the bacon
Kraft Foods / US / 360i
SPC: #SPCSunday: The hashtag that saved a 100-year-old company
SPC Ardmona / Australia / Leo Burnett Melbourne
Bronze
Maker’s Mark: Derby takeover
Beam Suntory / United States / Doe-Anderson
Immigrant Council of Ireland: Tinder sex trafficking awareness campaign
Immigrant Council of Ireland / Ireland / Eightytwenty
Virgin Mobile: Making mobile better
Virgin Mobile Australia / Australia / Starcom Mediavest Sydney
Peanut Butter Cheerios: #HowtoDad
General Mills Canada / Canada / Tribal Worldwide Toronto
Pepsi Max: Making Pepsi Max the choice of a generation once again
Pepsico / UK / AMV BBDO
Walkers Crisps: The return of “Do Us A Flavour”
Pepsico / UK / Pulse & AMV BBDO
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