WARC-Effective Channel Integration: MediaCom India shortlisted for Gillette

The Effective Channel Integration shortlist is now released for WARC’s Media Awards, an international competition that rewards pioneering communications planning which has made a positive impact on business results for brands around the world. 

A total of 19 campaigns have been shortlisted in the Effective Channel Integration category which looks for how sophisticated communications architecture helped boost campaign effectiveness. 

The shortlisted entries have ran in a wide range of markets – Australia, Brazil, Europe, India, Israel, Italy, New Zealand, North America, Philippines, United Arab Emirates,  United Kingdom and United States – and are for a variety of categories including FMCG, food and drink, telecoms, automotive, media, beauty, household goods and restaurant sectors. 

The ‘Bachelor of Shaving’ campaign done by MediaCom Communications for P&G’s brand Gillette is the sole entry from India to be shortlisted in the Effective Channel Integration category. Gillette has been part of the Indian shaving regime for 30 years, but the rural market has remained a big challenge. Through this campaign, thousands of rural Indian graduates were given a reason to shave by helping them find jobs. Most Indian men only become serious shavers when they graduate from school and are looking for a job. MediaCom created Gillette Bachelor of Shaving – a course that prepared graduates for real life, offering workshops in resumé writing, career counselling and interview skills. 

Commenting on the judging process, Jury Chair Charlie Chappell, Senior Director, Global Integrated Media, The Hershey Company, said, “It’s great to see that marketers are embracing the new norm of a constantly changing communications landscape. Through the submissions, it is clear that they have proven that to do great work you must reach across various, dynamic channels to achieve your business objectives. I applaud the marketers for pushing the boundaries and continuing to stretch their learnings that have led them to award-winning campaigns.” 

The shortlisted entries are:

Using integration to win the game of snakes and ladders · Ford KA+ · Ford · GTB · Europe

Unwrapping a love story · Extra Gum · Mars Wrigley · Energy BBDO · United States

Turningsocial currency into social commerce · TRESemmé · Unilever · Ogilvy & Mather · Philippines

Vote for Underwood · NOW TV · Sky · MEC · Italy

Made Possible By Melbourne · University of Melbourne · McCann Melbourne · Australia

The Bic 4 Colour Champenships · Bic · McCann Melbourne · Australia, New Zealand

Fanta Relaunch · Fanta · Coca-Cola Company · UM Sydney, Ogilvy · Australia, New Zealand

Bachelor of Shaving · Gillette India · Procter &Gamble · MediaCom Communications India · India

Tourist SIM - 360 Journey · du · Emirates Integrated Telecommunication Company · Starcom Dubai · United Arab Emirates

Post Wisely · du   · Emirates Integrated Telecommunication Company · Starcom Dubai · United Arab Emirates

Finding the Party-Tray People · HORMEL Gatherings ® Party Trays · Hormel Foods · Barefoot Proximity · United States

Using Waze to drive guests to restaurants · Rock Bottom Restaurant & Brewery · Craftworks · IMM · United States

Monopoly Win Win · McDonald's · OMD UK, Leo Burnett · United Kingdom

Media that can! · Channel 4 · OMD, 4creative · United Kingdom

Declaration Descendants · Ancestry · Droga5 · North America

The Great "Hand Me Up" · Ariel · Procter &Gamble · Mediacom Connections Israel, Stern Ariely Communication · Israel

Antarctica's Webseries · Antarctica · AB InBev · Almap BBDO · Brazil

Sports Medicine & Orthopaedics Integrated Digital campaign · Cincinnati Children’s Hospital Medical Centre · Barefoot Proximity · United States

The dullest ad in history for the least active kids in history · OMO · Unilever · FP7/ · United Arab Emirates

The shortlisted papers in the Effective Partnerships and Sponsorships and Best Use of Data categories will be announced shortly.