Shark detector buoy from mobile provider Optus by M&C Saatchi Sydney awarded Grand Prix.
FP7 Dubai accounted for one of six Gold awards at the 2014 Warc Prize for Innovation, winners of which were announced on 8 December in London.
The agency’s work for NGO SmartLife ‘Sapna – how 17,793 nails changed the future of generations to come’ was among Gold winners. In all, 17 papers from a shortlist of 28 won Gold, Silver and Bronze awards. These came from six markets besides the UAE: Australia, Brazil, India, Peru, Romania and the UK.
The $5,000 Grand Prix was awarded to a shark detector campaign for Australian mobile provider Optus. M&C Saatchi Sydney created a smart ocean buoy that detects sharks and sends warning to lifeguards.
“By improving safety, Optus became culturally relevant, reaching over 19mn people on social media and earning media coverage, and demonstrated the value of its network,” informed a Warc statement.
The Grand Prix-winning entry also won a Gold, besides picking up a $ 1,250 prize for ‘Innovative use of media’.
View all the winners here.