The Festival of Media Global announced the shortlist for the Festival of Media Awards 2012, with entries selected across the 14 categories chosen from 870 plus submissions.
Organised by Festival founders C Squared, the awards are now in the fourth year. This year’s shortlist is made up of more than 70 companies from over 20 countries, with 100 brands represented.
India entries at the festival
There are 10 entries from Indian companies that have made it to the shortlist this year. These include four from Mindshare. The agency’s entry ‘Little Big Filmmaker’ for Surf Excel has been shortlisted in two categories – ‘Best Use of Content’ and ‘Best Entertainment Platform’.
Mindshare’s entry ‘Change the Game’ for Pepsi and ‘Making of a Superstar’ for Lux have been shortlisted in the category ‘Best Communications Strategy’. The entry ‘Making of a Superstar’ for Lux has also been shortlisted for Gemini TV in the category ‘Best Contribution to a Campaign by a Media Owner’.
Two Maxus entries have been shortlisted in the category ‘Best Use of Emerging Technology’. These include ‘Customising technology to create world’s first light powered Facebook app, mobile app and billboard!’ for Titan HTSE and ‘Technology helped save 100,000 lives’ for Vodafone India.
Lodestar UM’s submission ‘It’s a great time to be a family’ for Microsoft has been shortlist in the ‘Effective Award’ category.
MediaCom India and MEC have a shortlist each in the ‘Creative Use of Media Award’ category that includes entries ‘Auto rickshaws’ for Duracell by MediaCom and ‘Night Hammer’ for Colgate by MEC.
“Overall the quality of entries was very high. In particular, India had some excellent ideas with proven campaign results from innovative executions. The campaigns that were submitted from India managed to make digital, mobile, social and out of home work for brands and create compelling and effective engagement. I think that this is a real indicator that the campaigns in India, its agencies and brands will have wider influence and impact in other markets,” said jury member Nikolas Badminton, Director of Digital Strategy, DDB Canada, speaking on the overall body of work seen by Indian agencies.
The global picture
Overall MediaCom has the highest shortlisted entries this year, with 27 submissions currently up for awards. It is closely followed by OMD with 24 entries and last year’s most successful agency Starcom MediaVest Group, with 22.
In terms of country representation, the United States leads the way with a staggering 32 entries making it through to the final round of judging. Australia is second with 29, with the United Kingdom just behind with 26 entries. The top five is completed by India on 10 and Norway on 6. Finland is the only new country to make an appearance in the shortlist this year, although first time entries were also received from Kuwait, Saudi Arabia, Taiwan and Vietnam.
The awards are judged by a global panel of industry experts, including brand representatives such as Nadine McHugh from Colgate-Palmolive, Anna Pradzynska from Lego and Julie Chan from Pfizer. Agencies are represented on the panel by the likes of Nikki Mendonca from OMD, Nihar Das from MediaCom and Brian Elliot from Amsterdam Worldwide.
Michael Donnelly, Group Director of Worldwide Interactive Marketing at The Coca-Cola Company and Chair of the Awards Jury commented, “It became clear from speaking to my fellow judges that we were all genuinely impressed and inspired by the calibre of entries to the Festival of Media Awards this year. Competition was particularly fierce given the tremendously high level of entries received, but I’m happy to say the standard of submissions met our high expectations. It was a real pleasure to have the opportunity to review so many innovative campaigns from around the world. I wish all the shortlisted companies good luck and look forward to seeing everyone in Montreux.”
The Festival is taking place in Montreux, Switzerland from April 15-17, 2012.