APG Creative Strategy Awards shortlist revealed

16 August 2011

LONDON: A total of 26 papers have made the shortlist for the 2011 APG Creative Strategy Awards, with Stella Artois, Walkers and I Lohas some of the brands competing for top honours.

Over 100 case studies were submitted for the 2011 Creative Strategy Awards, organised by the APG in association with Google, with final presentations to be made on 12/13 September, and the prize ceremony being held on 6 October.

The Awards seek to recognise the best examples of strategic thinking, and how this is translated into actionable insights. Warc subscribers can read the shortlisted papers here.

Walkers, the crisp brand owned by PepsiCo, was represented in the final round thanks to its Sandwich campaign, aiming to boost sales among hungry shoppers at lunchtime.

This effort, developed by AMV BBDO, previously won the Grand Prix at the inaugural Creative Effectiveness Awards at the Cannes Lions International Festival of Creativity 2011.

Stella Artois made the APG's shortlist twice, firstly for Stella Black, an imported high-end brand extension, and secondly for a 5% beer.

Also featuring was the Crush Eco campaign from I Lohas, Coca-Cola's Japanese bottled water brand, which created a new eco-friendly form of packaging, and took the Warc Prize for Asian Strategy 2011.

Elsewhere, Nike's GRID gave points, badges and prizes to runners entering personal identification numbers in phone boxes across London, connecting this offline experience with social media to stimulate online word of mouth.

Public sector campaigns still in contention include an anti-smoking initiative from the Department of Health, a bid to change views of motorcyclists by the Department of Transport, and the Met Police's attempts to tackle youth violence and knife crime.

They were joined on the list by a campaign from Colombia, which sought to persuade members of the FARC guerrilla group to demobilise at Christmas, resulting in 331 rebels laying down their weapons.

Each shortlisted paper will receive a Gold, Silver or Bronze award, and the APG's judging panel will also distribute nine Special Prizes, such as those for best use of research, the best brief or input, and the best demonstration of real-time planning.

Warc subscribers can access the papers shortlisted for the 2011 APG Creative Strategy Awards here.

Data sourced from APG; additional content by Warc staff