McCann Erickson has bagged a silver and a bronze at the 8th Asia Pacific Advertising Festival (AP AdFest). It is being held at PEACH, the Royal Cliff Beach Resort in Pattaya, Thailand, with an increase in attendance of more than twenty two per cent.
About 4,027 creative works were submitted from over four hundred agencies in thirty nine cities around the region. McCann Erickson got the silver in the outdoor category for the Big Bubble Perfetti innovation, and the bronze for the Hanes wedding night tagless comfort commercial.
While Big Babool Perfetti was engineered and executed by Rahul Matthews and Puneet Kapoor, the Hanes TV commercial was conceived and executed by the Bhatt and Bhat duo.
Prasoon Joshi, Regional Creative Director, South Asia, McCann Erickson, said, "The Asia Pacific Advertising festival is an awards event of the highest order with an extremely stringent judging procedure. I can say this from personal experience, because I was a judge on the panel last time around. I am not too surprised at our showing, because the Perfetti Big Babool outdoor idea was one that was simply put, and superbly stated. In addition, Hanes used a concept that was executed in overseas markets as 'Tagless comfort' and introduced it in a way which is uniquely Indian. The coy bride and the clichéd wedding situation, all worked greatly for the brand, and pleased the grand jury."
Joshi added, "I can say that it's a stringent judging procedure on account of the fact that out of 1200 entries in the print category, only one bagged gold. We have a splendid team at McCann and the fact that we have had a brilliant showing inspite of an extremely stringent judging procedure only goes to show that we have some good talent within our organisation.
Meanwhile, the Bhatt and Bhat duo are equally excited about being the chosen ones, at the Asia Pacific AD Festival. Manish Bhatt, Creative Consultant, McCann, said, "In contrast to most inner wear ads, we underplayed the entire situation in the Hanes ad and delivered the punch-line in a subtle but effective manner. The casting was almost perfect, simple but unforgettable faces. We took a baseline that was used in other international markets, and converted it into something that's wholly Indian. And the client seems quite pleased with the end results. The commercial was supposed to have run for a month or so, but it has overshot its schedule."
Bhatt said, " Its an honour to have got a mention at the Ad fest, since its called the 'Mini Cannes' and showcases talent from across Asia. We are quite overwhelmed."
For the first time at the AP AdFest Lotus Awards, direct marketing and interactive were introduced as separate award categories. Out of 185 direct marketing entries, twenty seven awards were presented. Saatchi and Saatchi Singapore won two gold awards for their work on Republic of Singapore Navy.