At the case study presentations for the Effie Awards 2007 that took place in Mumbai, several agencies such as Lowe, O&M, McCann Erickson, JWT, FCB Ulka, Leo Burnet, Contract, Ambience, David Bates Enterprise and Multimedia Aquarius competed to win and sought the audience’s applause with whacky yet impressive case studies.
Members of the Managing Committee of the Bombay Ad Club like Bhaskar Das, Executive President-Response, The Times of India Group; Pranesh Mishra, COO, Lowe Lintas; and Shashi Sinha, CEO, Lodestar Universal, were present during the case study presentations.
Lauding the quality of proceeding of Effie Awards, Mishra said, “Effie Awards has been having a good run past seven years, and this year we are glad that the Ad Club has seen a 25 per cent increase in the number of entries received as compared to last year. It is a good sign that many agencies are participating this year, and I am sure all of them would put up a good show. Effie Awards has always been a learning experience for agencies, and there is no doubt that today it is regarded as one of the most reputed awards in the advertising industry.”
Presentations were made across categories such as services, corporate advertising, consumer durables, integrated advertising campaign, consumer products and Internet advertising.
Both Lowe and O&M presented six case studies each, while McCann Erickson presented three. JWT, FCB Ulka and Ambience each had only one case study to present.
USAID’s ‘Condom Bindass Bol!’ campaign by Lowe in the category of corporate advertising was an interesting presentation, where the presenters performed a skit to show the ignorance among North Indians in using condoms, and how the ignorance and perceptions were turned around with their awareness campaign. The Happy Dent White campaign by McCann Erickson, HSBC Myhome’s ‘Fight against home loan disorder’ by Contract, Hutch’s ‘Ranga Sharda Theatre Festival’ campaign by O&M were some other impressive case studies presented.
The final winners of the Effie Awards 2007 would be declared on October 12 at the awards function in Mumbai.