Top Story

e4m_logo.png

Home >> Cannes >> Article

Cannes Lions 2007 : O&M, Everest take home a Bronze each in Direct; JWT wins a Promo Lion

19-June-2007
Font Size   16
Cannes Lions 2007 : O&M, Everest take home a Bronze each in Direct; JWT wins a Promo Lion

The first set of Lion ‘takers’ have been announced at the Cannes Lions International Advertising Festival 2007. These are the Promo Lions and Direct Lions.

Promo Lions had 31 entries in all from India, of which three made it to the shortlist. From this, JWT Mumbai has won a Promo Lion for the advertiser, The Vegetarian Society. The winning entry is titled ‘Nodding Bull’.

The Promo Lions Jury comprised 19 members, including Jury President, Brazil’s Geraldo Rocha Azevado (President, Integrated Solutions, Neogama BBH). India’s Srikant Sastri, Managing Director, Solution Integrated Marketing, was also a member of this jury. According to Azevado, JWT’s ability to capture the brand DNA of ‘The Vegetarian Society’ worked in the favour of this entry.

Since this is a new category, Cannes Lions does not award any metal in particular here, which means that there is no Gold, Silver or Bronze for Promo Lions. Festival CEO, Philip Thomas, informed that he saw this changing by next year. He said, “We should have over 1,000 entries next year and when that happens, we can begin awarding specific metals. Until then, we will just award Promo Lions.” The number of entries this year was 786.

On India’s performance, Sastri is of the opinion that the category has seen very low participation. He said, “I have not seen any of the independent organisations like Encompass, Wizcraft or others that also delve in the promo domain send any entries. Only advertising agency affiliates have, and as a result a lot of good work has not even been entered. The quality of the entries otherwise was good, definitely above average, but we can do a lot better.”

Where Sastri believes there should have been more entries in the awards, Ashish Bhasin, Director – IMAG, Lintas India, who represented India in the Direct Lions jury, said that there should be more focus on quality of entries sent and their presentation than on the quantity.

The Direct Lions jury consisted of 31 members, including Jury President UK’s Rory Sutherland (Vice Chairman, Ogilvy Group UK).

In this category, India had sent as many as 80 entries, but only eight made it to the shortlist. Of this, only two have won a Bronze. Everest Brand Solutions has won a Bronze for The Soundsmiths, for an entry titled ‘Demo CD’, while O&M Bangalore has won a Bronze for advertiser Hutch, entry titled ‘Incidents’.

Jury President Sutherland informed that the jury was generous in awarding the Bronze this year, but decided to be stricter with the Silver and the Gold. He explained, “Overall, the quality of entries is very good this year, and the category itself is seeing growth. If you see the 10 Golds, each has something different to offer. When the standards are improving like this, it becomes difficult for even the best ones to stand out, which is why you will see that there is a decrease in the number of Golds and Silvers awarded this year in comparison to last year.”

On the Indian entries specifically, Bhasin said, “I think 80 per cent of the works entered were not really great ideas in comparison to some of the work entered from other countries. It is one thing to make a menu card, but what we should be really looking at is creating loyalty programmes or something on that scale that can really make a difference to a brand. Even the 20 per cent that had great ideas backing them were not presented well, and that matters when there are 1,700 entries to be judged in three days. I think as a country, we should focus on these details – pay attention to the quality of an entry rather than the numbers.”

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

WhatClicks promises to be an unbiased, objective, third-party audit firm that will work with advertisers and agencies alike to help build an effective and integrated digital strategy.

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video