JWT has begun the year with a Silver World Medal for an animation film in the ‘Craft and Techniques’ category at the New York Television, Cinema and Radio advertising Awards 2006. The work for clients Diamond Trading Corporation (DTC) won JWT metal, while the agency bagged a finalist certificate for another entry in the ‘Media Promotion’ category.
Mudra bagged two finalist certificates, while O&M bagged a finalist certification in the Advertising and Marketing Effectiveness (AME) awards.
JWT’s Silver-winning entry – titled ‘History of the World’ – was the work of Creative Director Senthil Kumar, Art Director Hital Pandya and Animation Director E Suresh of Famous House of Animation, Mumbai. The 90-second animated film is on the journey of the world’s most famous diamond, Kohinoor, from the prehistoric volcano near Golconda in South India to the Tower of London, where it is now on display.
Said Senthil Kumar, “The creative idea in the DTC film is the very fact that a diamond is forever and lives beyond every one of its owners, beyond generations, beyond family trees and beyond millenniums. The animation style used is inspired by ancient Indian cave art that used simple lines with dramatic punctuations to illustrate the high points.”
The other entry from the agency that emerged as finalist, ‘The Acrobat’, did so in the ‘Media Promotion: Broadcast’ category, and was a TVC on the rehabilitation of street children for Hungama TV. The team here comprised Senthil Kumar and Amarnath Bannerjee.
“The creative idea in the Hungama TVC is born out of the insight that every child shows a sign of what she can become in the future. The execution is a simple juxtaposition of the possible future on the ominous present,” explained Senthil.
O&M were in the finalists list, too, with a certificate in the Advertising and Marketing Effectiveness Awards. Its entry, titled ‘IBM Hot Pack Mailer’, for IBM Rescue and Recovery software made it as finalist in the ‘Business Services/Equipment’ category.
Mudra’s Monster (Get out!) campaign bagged finalist certifications in two categories – Business Services/Equipment and E-Commerce Service.
On the healthy run of Indian creative work at competitions abroad, Senthil observed, “The younger Indian creatives are hungrier and that’s what matters most when you want be the best. Even clients have begun to absorb the fact that great creative actually works for the product in the real market and are now demanding better creative across agencies.”
Let’s hope that the unfolding awards season will see more Indian entries strike metal – be it at Cannes, D&AD, CLIO, New York, LIAA, and more.
Mudra South bags nominations at Times Asia Pacific Ad Awards and New York Festivals