rmg david has won a bronze, its first Clio ever, in the public service category for its WWF India-'Nests' outdoor campaign at the 46th annual Clio Awards held in Miami, late last night.
The win is a significant first for rmg david, which has had a good run at the awards this year, with three one show nominations, one D&AD nomination and a gold (for the same campaign) at the New York Festival.
Josy Paul, Country Head and National Creative Director, rmg david, said, "The Clio is a great honour for us. It is our first and given the prestige associated with the award, it has put us on the world map, proving our abilities at a global level. This award will also increase our ranking within the WPP group. At the end of the day, though, I believe awards cannot be a long-term yardstick for success in an agency. Awards only underline your agency's creative ability but finally, you have to show results in the marketplace."
So are public service campaigns a safe bet for agencies to ride their hopes on, come festival time? Paul does not think so, adding, "In fact, I think the public service category is the toughest nut to crack. It is second only to the automobile category in the number of entries it generates and if you can win an award in this crowded segment, it is a great honour."
The hoarding, which was commissioned by WWF India for its campaign against deforestation, comprised of a skeletal billboard with a number of empty nests in it. The tagline is simple: 'Plant more Trees.'
Said Amit Nandwani, copywriter behind the campaign, "WWF being an NGO, there is always a budget crunch when it comes to campaign execution. Essentially, the idea has to be simple in thought and execution. In my experience, though, the most difficult part is to crack a simple idea."
Nandwani added that given the simplicity of the idea, the hoarding was very economical for them to set up. Since there was no need for vinyl prints, they only spent between Rs 500 to 700 on getting the nests made and putting up a simple baseline for the campaign, besides the cost for the space itself. In an age when media costs are spiraling exponentially upwards, the campaign cocks a snook at the idea that big ideas need big budgets to back them. Given the track record at most advertising awards, the best ideas have consistently been the simplest ones.