The Midas Awards has announced the shortlist for the 2013 competition. The Awards recognise the world’s best financial advertising. USA leads the shortlist this year with 61 entries, followed by with 24 entries, Turkey with 12 entries, and Australia with 11 entries. India has scored five shortlisted entries – three entries for M&C Saatchi Direct & Digital Communications and two entries for JWT Mumbai.
Brazil has been recognised with six shortlisted entries; France, Germany, Switzerland, and the UK each have four entries advance; Austria and the United Arab Emirates have received three shortlisted entries; while Canada, Mexico, The Netherlands, Slovak Republic and Thailand each have one entry recognised.
The Midas Grand Jury of 30 international client and agency leaders from financial creative and marketing disciplines, including nine judges, participating in a live session in New York selected the shortlist from entries submitted from 21 countries.
Inventive and compelling Collateral campaigns were in the spotlight at this year’s live judging sessions. Shortlisted entries include: ‘Karva Chauth’ M&C Saatchi Direct & Digital Communications India for client Birla Sun Life Insurance, which drew attention to a romantic traditional festival and the need for life insurance; ‘Whipping the Cat’ from 34 South Africa that very literally defined a law firms ‘tailored’ legal solutions; and ‘The Mailing That Brings Satisfaction’ from Publicis Frankfurt for client Commerzbank, featuring an invented chocolate brand for a delicious-smelling direct mail campaign.
JWT Mumbai’s campaigns for Birla Sun Life Insurance, titled ‘Death Track’, and for Birla Sun Life Wealth With Protection Solutions, titled ‘Even Gods Can Feel Insecure’, have been shortlisted.
“This year marked the Midas Awards first live, collaborative judging session – which, combined with online judging sessions, allowed entries to be reviewed by prominent client and agency leaders around the globe, the people who set the standard for financial marketing excellence,” said Alisun Armstrong, Executive Director, Midas Awards. “The choices of a jury of this caliber provide a true worldview of the best of advertising and corporate communications in the international financial community and reveal the creativity and innovation demonstrated in this very specific market.”
Social media campaigns were at the forefront this year with multiple entries achieving shortlist status for the following brands: Absa, Akbank, Banamex, Capital One, Carvalho Hosken, Deloitte, MasterCard, Prudential, and Visa. Direct Mail and Interactive entries tied for domination of the shortlist, followed by Digital and Guerrilla campaigns.
South Africa’s Jupiter Drawing Room led the pack with 11 entries for client Absa moving on to Round 2; and King James Cape Town, 2012’s Grand Midas Trophy winner, was a close second with 10 entries Shortlisted for client Santam Insurance.
Shortlisted entries now move on to Round 2, where the Midas Grand Jury will award Midas Gold and Silver Ingots to the highest scoring entries, and award the Grand Midas to the entry considered “Best in Show.” The results of the jury are parsed in an annual rankings brief, The Midas Report—a veritable who’s-who in the world of financial services advertising.
The 2013 Midas Awards trophy winners will be announced on December 18, 2013.
Founded in 2001, the Midas Awards is the only competition to recognise excellence in financial advertising and marketing on a global scale, honouring the world’s best financial advertising in banking, brokerage, insurance, mutual funds, credit cards, real estate, accounting, and consulting. The competition invites entries in four specific category groups – Products & Services, Craft, Use of Medium, and Use of Discipline.