First finalists named for Warc Asia Prize

09 June 2011

SINGAPORE: Cases from Gillette in India and Café Viet have been named as the first two finalists for the US$5,000 Warc Prize for Asian Strategy.

The Warc Prize for Asian Strategy aims to recognise the case study demonstrating the most insightful marketing strategy in the region.

It received a total of 140 entries, and ten submissions now remain in the running.

Warc will release the names of two finalists for the Asia Prize each day until Wednesday, 15th June, and identify the winner on Thursday, 16th June.

Gillette's Mach3 "Women Against Lazy Stubble" campaign was run in India, and saw the Procter & Gamble-owned shaving brand seek to change behaviour among male consumers.

Café Viet, owned by Nestlé, positioned a strong instant coffee as a drink for Vietnamese men.

To keep up to date with the latest announcements, visit the Prize website and follow @warcasia and @warceditors on Twitter.

The cases have been assessed by eight senior clients and five global strategy experts, headed by chairman Miles Young, chief executive of Ogilvy & Mather Worldwide.

Last month, a shortlist of 25 entries, based on the first round of scoring, was released. Since then the judges have discussed their favourite submissions, and voted for a winner.

India led the way in the shortlist, with 11 campaigns from clients and agencies representing the country.

Subscribers to can read the shortlisted papers in full via the Prize website.

Data sourced from Warc