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Cannes Lions 2008: India wins its first Integrated Lion; also a Silver Lion in Films

23-June-2008
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Cannes Lions 2008:  India wins its first Integrated Lion; also a Silver Lion in Films

The Cannes Lions International Advertising Festival 2008 has seen India take a total of 23 metals home. These include one Integrated Lion and a Silver Lion. JWT has won the Integrated Lion The Times of India’s Lead India campaign. There were in all only six metals awarded in this category. Speaking on the Titanium and Integrated category, Leo Burnett’s Mark Tutsell said, “Titanium is the breakthrough work that is seen in advertising and that we believe paves the way for the future of advertising. The human element is very important for this award.” Japan’s Uniqloc won the Titanium Grand Prix.

On the Integrated awards, he said, “To touch the human chord was important for this category as well. We were looking for ideas here that were taken effectively across mediums and moved audiences.”

There was only one shortlist in the Titanium and Integrated category from India. Speaking on Lead India further, Tutsell said, “There was a lot of debate on Lead India. It is a brilliant piece of work, and is very inspiring.” The aspect about Lead India that clicked with this jury too was that it’s “beginning and ending were completely different. It started as a print ad, and became a movement in the country. That is big”, he added.

There were three shortlisted entries for Films Lions, of which the Neo Sports’ film on ‘Gas’ won the Silver Lion. Craig Davis, CCO, JWT Worldwide was Jury President for this award. Though India’s performance in this category was nothing much to write home about unlike in the case of Press, Davis’ message was focus on what was right. He said, “First, India has done well in Films. The category saw some of the best work done across the world, and even to be shortlisted in that is an achievement. To be elevated to a Bronze, Silver or Gold means something. So, a Silver Lion is good. Second, India has done very well and that is what Indian advertising agencies should celebrate.”

Bates David Enterprise’s Sonal Dabral had a word of advice here. “Films has traditionally not been a very strong segment for India, and we have to focus there. Even if the idea is good, the execution is not. It is true that ultimately we have to talk to the Indian audience, but you have to respect the medium. You shouldn’t make ads for award shows, but you have to work on getting the piece absolutely right in every sense. Both clients and consumers would appreciate if the attitude is to get world class quality in everything that you do.”

The jury said that Ogilvy’s film was very good and it clicked on aspects like cast and execution. “I understand that it was a young team at Ogilvy that did that, and it is a very good job,” Dabral added.

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