WARC Media Awards 2017: Mindshare India secures shortlist for Cornetto

The first shortlist of WARC’s Media Awards, an international competition that examines the insight, strategy and analytics that power effective media investment, has been released. 

Seventeen entries from a wide range of countries and companies, including Danone, Heineken, Google, P&G and Unilever, have been shortlisted in the Effective Use of Tech category, a search for communications that have effectively used or combined emerging platforms or technology in the media mix. 

From India, one entry has been shortlisted in Effective Use of Tech – the ‘Our hearts beat as one!’ campaign done for Hindustan Unilever’s ice-cream brand Cornetto by Mindshare. As part of the campaign, wearable technology played cupid via a mobile app at Love Booths in key pandals during Durga Puja in Kolkata. Youngsters were invited to wear the gadget, match their heartbeats and declare their love by showing how perfectly matched they were. 

Kristi Argyilan, Senior Vice President, Media and Guest Engagement, Target and Jury Chair of the panel of 12 senior executives from brands, agencies and tech-inspired businesses, commented, “As our jury examined the wide pool of cutting-edge work, we were struck by how marketers were utilising technology to humanise their brands and creating emotionally stirring programmes that engaged while providing meaningful service to their audiences across every imaginable industry.” 

The shortlisted entries in Effective Use of Tech category are: 

Our hearts beat as one! – Brand: Cornetto; Agency: Mindshare India

The campaign that saved 2500 lives – Brand: Softlogic Life Insurance; Agency: Mindshare Sri Lanka

Smart = Sexy – Brand: Lifestyles, Blowtex; Agency: +KNAUSS Brazil, United States

The Better Wishes – Brand: Google Taiwan; Agency: OMD Taiwan

Spreading love online, sending gifts on LINE – Brand: Ferrero Rocher; Agency: PHD Taiwan

Inspiring weather to grill, or not – Brand: Johnsonville Fresh Bratwurst; Agency: CompassPoint Media United States

#AdaAQUA GifMojis – Brand: AQUA; Agency: Havas Media, Indonesia

#AdaAQUA campaign with #PathDaily – Brand: AQUA; Agency: Havas Media, Indonesia

Loved the cold – Brand: Coors Light; Agency: Kinetic, Starcom, Irish Republic

Dynamic recruitment – Brand: The University of Sydney; Agency: The Monkeys, Australia

@GeoStories – Brand: Geological Survey of Canada History Committee; Agency: McMillan, Canada

From inside the plot – Brand: Fiat; Agency: People Initiative, Turkey

Humans 2: Closer to perfect than ever before – Brand: Channel 4; Agency: OMD UK, 4creative, United Kingdom

Sea Hero Quest – Brand: Deutsche Telekom; Agency: MediaCom, Saatchi & Saatchi, Global

Bigger Than Suicide – Brand: Lynx; Agency: Kinetic UK, Mindshare, United Kingdom

React to shamers – Brand: Always; Agency: MediaCom Israel

Martes de McDonald’s – Brand: McDonald’s; Agency: OMD, Tribal DDB, Mexico

The shortlists of the three other categories – Effective Channel Integration, Effective Partnerships and Sponsorships and Best Use of Data – will be announced shortly.


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