The panel of 15 innovation judges, chaired by Christopher Yu, Vice President, Integrated Marketing Strategy, Innovation and Technology at U.S. Bank, has selected campaigns from around the world with papers from the US, the EU, United Arab Emirates, Thailand, India, and Australia.
WARC subscribers can read all the shortlisted entries here.
One of the shortlisted entries from the US, by Royal Caribbean International, the holiday company, used social media to broadcast rarely seen underwater locations to promote its holidays as an adventure into the unknown to US consumers.
Elsewhere, Nissan, the car manufacturer, showcased the capabilities of its new SUV model in the UAE by creating a new measurement for desert conditions: Camelpower. Along with the official effort to establish the new metric, the brand also produced an 11-minute documentary to tell the story; year-on-year sales of all Nissan off-road models increased.
In India, the sportswear giant adidas launched a campaign to support disabled athletes, during the 2016 Brazil Paralympics by producing pairs of shoes for amputees – either with two rights or two lefts – to eliminate waste.
Among agencies, BBDO Bangkok leads the shortlist with three entries. With two apiece, Manning Gottlieb OMD and TBWA\RAAD follow. MullenLowe also have two entries by from separate offices in the US and UK.
Countries with the most shortlisted entries are the United States, with seven (including North American campaigns); India with four; Thailand and the United Arab Emirates have three each.
The aim of the WARC Awards' Effective Innovation category is to recognise innovative thinking that delivers tangible results. There is $10,000 prize fund for the best papers and the winners will be announced in late May.
Sourced from WARC