A special ‘hands-on’ event for young creatives, Advertising Agencies Association of India India (AAAI) and the Advertising Standards Council of India (ASCI) instituted ‘Creativity with a Conscience Contest’ (CWC Contest) to create awareness of the ASCI codes of responsible advertising.
exchange4media spoke to winning team Motley Crew’s Abhishek Singh and Ankita Saikia on the experience.
For Saikia, the initiative offered a plethora of opportunities by providing different subjects and props to different teams to brainstorm the most creative ideas in a limited time frame. She said, “It was an experience of a life-time. Abhshek and I are grateful to ASCI for encouraging us to do some good work.”
Nine agencies participated in the contest. These included O&M, Leo Burnett, Mudra, Lowe Lintas, RK Swamy BBDO, BC Web Wise, TBWA\India, Bates 141 and ‘Motley Crew’, which comprised individual entries not representing any agency in particular. In all, there are 83 participants in the CWC Contest.
On how was it to compete with the other teams, Singh said, “I was just happy to be part of any team at all. I was originally not part of the event and happened to make it to the Motley Crew team as an absolute last minute addition, for which I need to thank the GoaFest Chairperson. I hope we had done justice to the chance we were given. Once I was in it, I was just looking forward to see how we fare and match up against the creative guys from these big agencies. I guess we didn't do too badly in the end.”
And what led to the winning idea? Singh replied, “It was sort of Eureka moment. We wanted to turn the object completely on its head and stay within ASCI guidelines. We were the only team that had been given a two dimensional object - a 6X4 ft canvas wall, which in my opinion put us at an immediate disadvantage as compared to the other teams. Over and above that, I knew that everyone would be expecting the obvious - that we would end up creating some sort of painting using the canvas. And that is exactly what we didn't want. So that's how we came up with the idea of creating a three-dimensional canvas shoe with the tagline ‘Give offensive advertising the Boot!’, which went well with our brief. I think we achieved our objective when everyone including the event organisers asked what the original prop was!”