Naked Communications’ ‘Overstay checkout’ campaign has scooped the 2013 Warc Prize for Innovation.
The campaign, for Art Series Hotels, beat 18 other submissions from around the world to bring the $10,000 prize to Australia.
The Melbourne office of Naked was behind the campaign, which enabled hotel guests to overstay in their rooms for free, until the rooms were actually needed by other customers.
The Warc judges praised the simplicity, effectiveness and risk-taking nature of the campaign.
Howard Draft, executive chairman of Draftfcb and chairman of the judges, said: “We had high quality entries to review in this year’s Warc Prize for Innovation and several of them stood out for their original thinking and powerful creative.
“The ‘Overstay checkout’ campaign was the winner because it showed us that, as well as flawless execution, you need to have a genuinely new and compelling business idea at the heart of your campaign to create truly effective innovation in communications.”
Adam Ferrier, partner at Naked, said: “This is just brilliant news, we are so proud. Thanks Warc – the calibre of entries on the shortlist is testimony to how seriously we all take genuine innovation.”
Lach Hall, digital strategist on the Art Series Hotels account, added: “We all want to do great, innovative work – so when it happens, it’s wonderful to get it recognised.”
Three other Aussie campaigns made the shortlist – BWM’s ‘Can you feel it?’ campaign for Kmart, McCann’s ‘Dumb ways to die’ campaign for Metro Trains, and Starcom Mediavest’s ‘Pause’ campaign for Twix.