The Press Lions jury called it the ‘return of writing’. The Press Lions results indicated that it was a good year for the category, and India sure saw its share of wins. In all, Indian agencies won six Lions, which is the same as last year.
RMG, from the JWT India family, won a Gold Lion Campaign for Fujifilm and TapRoot India won a Gold Lion Campaign for TransAsia Papers. With this, TapRoot India has, as they say, opened its Cannes Lions account.
TapRoot also won a Silver in Press Lions for TransAsia Papers again.
Leo Burnett India has continued with its winning streak this year as well, and has won a Silver Lion Campaign for Tide Dirt Magnets.
There are also two Bronze Lions awarded in the category. Mudra DDB Group won a Bronze Lion Campaign for Bangalore Traffic Police, while Bates 141 won a Bronze Lion for Lost and Found Virgin Mobile.
Jury President Mark Tutssel, Global Chief Creative Officer, Leo Burnett Worldwide, said, “It was the year of words and pictures, the return of writing. Print is the oldest medium of all, but still has freshness to it, and offers one-on-one communication. Great print work elicits not just emotions but participation. When you do the right work, it treats you with intelligence and rewards accordingly. The work from India was innovative and asked you to participate. It was inspiring work and it relooked the power of print.”
Speaking further on a young creative independent like TapRoot India winning a Lion, KV ‘Pops’ Shridhar said, “The awards were given on purely the ideas and these were some very good ideas. That said, there is a new breed of people coming in with fresher ideas, and it is natural for younger people to take over. This is just the beginning of that.”
The jury paid special interest to craft, and hence, the way in which copy and finer details of an entry were greatly rewarded.