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Cannes Lions 2011: TapRoot, BBDO & Sorento score in Outdoor

Cannes Lions 2011: TapRoot, BBDO & Sorento score in Outdoor

Author | Noor Fathima Warsia | Wednesday, Jun 22,2011 1:59 PM

Cannes Lions 2011: TapRoot, BBDO & Sorento score in Outdoor

 The Outdoor category at the Cannes Lions International Festival of Creativity saw three Indian agencies bring home a Lion.

The Grand Prix in the category was given to Droga5 New York for Decode Jay-Z with Bing.

TapRoot India won a Silver Lion campaign for Audio Book India, entries titled ‘Dalai Lama’, ‘Nelson Mandela’ and ‘Hitler’.

In a conversation with exchange4media, TapRoot India’s Santosh Padhi, who was also slated to be an Outdoor judge but could not continue due to personal reasons, said, “I missed the judging process; I had to come back to India as my kid was hospitalised, but we are very excited to keep TapRoot India’s presence at Cannes strong for a second year. We had a Gold and a Sliver last year, and to get a Silver on the second day of the festival is a fantastic start.”


BBDO India continued with its metal count and won a Bronze Lion campaign for White Collar Hippies. The entry consisted of two pieces of work, titled ‘Nuclear’ and ‘Sea Level’. In an earlier conversation, Josy Paul, Chairman and Chief Creative Officer, BBDO India, had said this was one of BBDO’s more favourite entries for the path-breaking work the agency was able to do for this entry.


Sorento Healthcare Communications has won a Bronze Lion campaign for Wockhardt Hospitals. The two entries in the campaign are ‘Osama/Bush’ and ‘Batman/Joker’. Commenting on the win, Dinesh Ghosalkar, Creative Director, Sorento Healthcare, said, “The feeling is hard to describe. It hasn’t completely sunk in yet. I am obviously elated as it is my first Cannes and Sorento’s too. Having said that, this Lion is a result of a team effort, in particular Sarvesh Raikar, Pritesh Rane and Sachin Bugade. Osama will live on in my memory forever, for good reasons though.”


Giving a comment on the Grand Prix, Jury President Olivier Altmann, Chief Creative Officer, Publicis Worldwide, said, “Nothing came close to this work, and hence we awarded a single Grand Prix in the category unlike last year, when outdoor and ambient were awarded separately. This work shows the future of what outdoor can be, because it demonstrates how outdoor can lead an entire campaign, and a big campaign.”

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