ASIA-PACIFIC, September 9, 2013 – Three case studies from the Philippines have been shortlisted for the 2013 Warc Prize for Asian Strategy, which awards the most insightful marketing strategy.
Ace Saatchi & Saatchi’s paper for Procter and Gamble made it to the list, as well as DDB DM9 JamesSyfu’s study for Smart Communications, and BBDO Guerrero’s study for the Department of Tourism.
The entries join the list along with 35 other papers from across Asia. The shortlist was selected from over 140 submissions. India came out with the most entries making it to the shortlist, with 17 papers.
According to the 2013 chair of judges Leanne Cutts, "we were particularly impressed with the number of entries that challenged category norms and behavior, and found creative solutions that were breathtakingly simple yet amazingly effective." Cutts is the president and managing director Japan at Mondelez International.
"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," she said.
The best papers will be selected by a judging panel of senior client-side marketers and agency-side strategy experts, and winners will be announced in Singapore on September 26. The best case study will receive the $5,000 Grand Prix, while five entries will receive a Special Award of $1,000.
Below is the full shortlist of entries:
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)
