WARC releases shortlist for Social Strategy prize: BBDO India, BBDO Guerrero Philippines and DDB Group Hong Kong score one each

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warc logo.jpgWarc, the marketing intelligence service, has shortlisted 32 entries for the 2015 Warc Prize for Social Strategy, highlighting the smartest social and ‘earned’ media thinking from across the world.

BBDO India have received a shortlist for Gillette’s “Soldier for Women” campaign, BBDO Guerrero for The Philippine Department of Tourism’s “#PHThankYou” and DDB Group Hong Kong for Volkswagen’s “Project Polo”.

The Prize is a global case study competition for social ideas that drive business results. Campaigns from brands such as Chobani, adidas, Coca-Cola and Newcastle Brown made the shortlist, which represents the highest-scoring entries from the first round of judging.

Warc will award $5,000 Grand Prix to the best example of a marketing strategy that drives conversation, sharing, participation or advocacy, and can demonstrate a link to credible business results. Warc will also award five Special Awards of $1,000 each, plus Gold, Silver and Bronze awards.

Shortlisted entries came from 11 different markets around the world, and from a mix of creative agencies, media networks, digital and social specialists. The UK supplied the largest number of shortlisted entries (10), ahead of the US (7) and Australia (5).

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 in June.

“The shortlist represents some of the best social strategy examples in the world,” said Shubu Mitra, Director, Connection Planning Effectiveness and Productivity for Coca-Cola. “What I like about this competition is that it rewards social strategy aligned with the brand’s business goal, rather than isolated one-off social media tactics that get an unexpectedly large response (and a lot of business press!).”

“This shortlist is essential reading for anyone working on social media campaigns,” added David Tiltman, Warc’s Head of Content. “There is a real mix of work here, from focused social media activity to big-budget campaigns with social mechanics at their core. What they all have in common is that they delivered a business impact.”

The full shortlist can be found below, and viewed on the Prize website.

Shortlisted entries (Agency/Client/Market of origin)

AH Beard: Six week sleep challenge

(Mentally Friendly/AH Beard/Australia)

adidas: #allin or nothing

(We Are Social/adidas/United Kingdom)

America’s Navy: Project Architeuthis – engaging the cyber warrior

(Lowe Campbell EwaldUS Department of Defense / United States)

Check One Two: FeelingNuts

(Jam/Check One Two/United Kingdom)

Chobani: #PlainInspiring

(Whybin\TBWA & Digital Arts Network/Chobani/Australia)

Coca-Cola: Share a Coke US

(Starcom Mediavest Group/Coca-Cola North America Group/United States)

Domino’s UK: How participation branding delivered greatness

(iris/The Domino’s Pizza Group/United Kingdom)

Emirates NBD: “Hey Future Me…”

(FP7/DXB (Part of McCann Worldgroup)/Emirates NBD/United Arab Emirates)

EXIT Deutschland: Nazis against Nazis – Germany’s most involuntary charity walk

(Grabarz & Partner Werbeagentur GmbH & GGH Lowe/ZDK Gesellschaft Demokratische Kultur/Germany)

Solider.jpgGillette: Soldier for women

(BBDO India/Procter & Gamble India)

Goodbye Serious: How social sells Wall’s Ice Cream

(adam&eveDDB & TMW Unlimited/ Unilever/United Kingdom)

Honey Maid: Turning hate into love

(Droga5/Mondelez International/ United States)

How SQUASH’D took Robinsons to places it had never been before

(iris/Britvic/United Kingdom)

Immigrant Council of Ireland: Tinder sex trafficking awareness campaign

(eightytwenty/Immigrant Council of Ireland/Ireland)

Jagermeister: Strange but true

(SOCiETY/Brown Forman/Australia)

Lucozade Sport: Conditions Zone

(Grey London/Lucozade Ribena Suntory/United Kingdom)

Maker’s Mark: Derby takeover

(Doe-Anderson/Beam Suntory/United States)

Making Pepsi Max the choice of a new generation once again

(AMV BBDO & OMD/PepsiCo/United Kingdom)

Molson Canadian: Social strategy

(RMG Dublin/Molson Coors/Ireland)

Newcastle Brown Ale: If We Made It

(Droga5/Heineken/United States)

Oscar Mayer: Wake up & smell the bacon

(360i & Dirty Robber/Kraft Foods/United States)

Peanut Butter Cheerios: #HowToDad

(Tribal Worldwide Toronto/General Mills Canada/Canada)

SoHo: Bring down the king

(DDB New Zealand/Sky Television New Zealand/New Zealand)

#SPCSunday: The hashtag that saved a 100 year old company

(Leo Burnett Melbourne/SPC Ardmona/Australia)

Sport England: This Girl Can

(FCB Inferno/Sport England/United Kingdom)

The Nestlé Fitness Show

(FP7/DXB (Part of McCann Worldgroup) & Diwanee/Nestlé/United Arab Emirates)

Ta.jpgThe Philippines: #PHThankYou

(BBDO Guerrero/Philippine Department of Tourism

Three: Holiday spam

(Wieden+Kennedy/Hutchison 3G/ United Kingdom)

Travelocity: How far am I from sharks right now?

(McKinney/ExpediaUnited States)

Virgin Mobile: Making mobile better

(Starcom MediaVest, Havas Worldwide Australia & One Green Bean/Virgin Mobile Australia)

Volkswagen Hong Kong: Project Polo

(DDB Group Hong Kong/Volkswagen Hong Kong)

Walkers Crisps: The Return of DUAF

(AMV BBDO/ PepsiCo/United Kingdom)