Leo Burnett has added one more feather to its cap by bringing home a Bronze Lion in the Radio Lions category. The Bronze Lion was awarded to Leo Burnett for Strand Bookstore’s ‘Punishment’ campaign. The other Indian entry that had made it to the shortlist was McCann India’s ‘Lasky Herbal’ campaign for Plus Condoms.
Talent São Paulo work for Go Outside Magazine, entry titled, ‘Repellent Radio’ was awarded the Grand Prix campaign in the category.
Speaking to exchange4media, Rahul Jauhari, National Creative Director, Everest Brand Solutions, who was also the Jury Member from India in the category this year, mentioned that India still has a long way to go when it comes to truly innovative thinking on radio. The global bulk of work is not focused on cracking a funny joke, or making some 'sound design' on radio. These are great ideas, solving some business issue.”
“The Indian entries that made the grade, especially the 'Punishment' spot was loved for its simplicity and universal appeal. The idea is valid anywhere in the world. Personally, I am most happy that a Hindi spot has made it to Cannes, especially one that had no ‘English version’ accompanying it, just a translation. For me the simplicity yet bigness of the idea was appealing. It did not rely on noise, music, stunts or anything. Just a simple conversation made the point”, added Jauhari.
Strand Bookstore’s ‘Punishment’ campaign is a thought provoking idea that is focused on the importance of reading habits. The very idea being, ‘Books are the best conversations that one can have’.
Leo Burnett has a strong narrative script.
Listen to the ad here
Read the script here http://www.canneslions.com/work/2012/radio/script.cfm?entryid=27540
According to KV Sridhar, National Creative Director, Leo Burnett, radio is like a theater of mind. Radio has the ability to stimulate every clear idea in the most effective way. This can be done only with smart crafting of a script, which according to him, fetched his team a Bronze Lion.
Commenting on India’s performance in Cannes 2012 Sridhar said, “When it comes to sheer quality of ideas, we are right up there competing with some of the best regions in the world. Where Indian agencies often fall short is the execution of our print and door work, and packaging of our case studies. We have also ventured in some new categories this year such as Branded Content with entries that are truly innovative. I am confident that Leo Burnett India will have a good year at Cannes.”