ABBY 2017, the highly coveted advertising awards that is the gold standard in advertising has unveiled its new 2017 campaign #MADEOFABBY. The iconic award has been the pioneer in Indian creative awards and has played a molecular role in building the creative reputation of the Indian advertising industry. The campaign celebrates all iconic brands and campaigns that have been impacted by this industry benchmark award and therefore could be called #MADEOFABBY.
Conceptualized and created by Scarecrow, and mentored by Raj Nayak, Ramesh Narayan and team, the 3D rendering of the images was done by Cocktail Art Co. Forming the premise of the campaign thought has been the retrospective research statistics that showcases the large number of the renowned ABBY metal won by leading creative agencies over a period of 22 years starting from 1994 to 2016 i.e. DDB Mudra – 207 metals, McCann – 113 metals, Taproot – 67metals, Contract – 183 metals, and JWT – 290 metals.
Speaking about the engaging campaign, Ramesh Narayan, Chairman, Awards Governing Council, ABBY Awards, 2017, said “Our creative stars, great creative agencies, clients, and even the legendary creative brands of our industry, all have a little bit of ABBY in them. They have all had a very mutually complimentary relationship. In a sense, they are all #MADEOFABBY. It is this emotion that we have endeavoured to tap into. We are sure that this inspiring and emotive campaign will generate a sense of pride and belonging amongst the entire fraternity towards the ABBY’s.”
Speaking about the campaign and its intent, Manish Bhatt, Founder Director, Scarecrow Communications and Member - Managing Committee, The Advertising Club, said “Showcasing the glory of ABBY, last year, we articulated our differentiator of Indian-ness, which insightfully synced with the current sentiment and mood of our country. Moving towards the next echelon, we have leveraged ABBY’s various other uniqueness over and above the Indian-ness of the awards.”
Speaking about the emotive connect of the campaign and its objective, Raj Nayak, President, The Advertising Club, said, “ABBY’s have played a central and inspiring role in the personal and professional journey of all advertising professionals. The awards have been the single most decisive platform showcasing the strength and value of the Indian advertising industry to the world. With this moving campaign, we have set out to take down memory lane every individual and brand that has been touched by the ABBY’s.”
ABBY Awards 2017 is to be held at Goafest 2017 on 6th, 7th, and 8th of April. The awards adjudged by a renowned jury panel will see inspiring campaigns brought alive in the period from 1st January, 2016 to 31st January, 2017 being celebrated by the entire fraternity. The entry forms for the prestigious awards can be downloaded on the Ad Club Website from www.theadvertisingclub.net and www.aaaindia.org. The awards need to be uploaded online on the site www.theadclubawardsentries.com.