The winners of Spikes Asia 2011 have been announced. Of a total of 612 entries sent in this year, the highest ever sent from India, India has converted 31 of them into metals. These include a Grand Prix for CreativeLand Asia and three Golds overall.
Raining Metals in Media
CreativeLand Asia’s 3D Experience for Audi India has brought home a Grand Prix in the Integrated Media Campaign subcategory.
Contract Advertising has won Gold Spike for ‘Soles with Souls’ for JK Tyres. BBDO India has won Gold for P&G Gillette’s Shavesutra and a Bronze for ‘Call from the Future’ for Aviva Life Insurance. Mindshare India’s Surf Excel Little Big Film Maker for Hindustan Unilever has won a Silver Spike. McCann Worldgroup has won a Silver Spike too for ‘Times of India Innovation’ for Marico’s Saffolalife. MediaCom India has won a Silver Spike for ‘Unlearning to Educate’ for P&G’s CSR initiative Shiksha and a Bronze for P&G’s Vicks CJ Hunt.
Mudra Communications has won 2 Bronze Spikes for ‘Silent Anthem’ for Big Cinema and ‘Disappearing Discounts’ for R Ayurveda Research Labs.
Of the 73 pieces of work entered from India, 14 had made it to the shortlist. Last year, India had 57 entries, of which 10 were finally awarded.
Gold for JWT, Bronze for Mudra in Films
India matched last year’s metals tally of two in the Films category at Spikes Asia 2011. JWT bagged a Gold for its work titled ‘Belle de Jour’ for The Times of India in the Internet Film sub-category. Mudra Communications’ much awarded work titled ‘Silent Anthem’ for Big Cinema once again scored, this time in the sub-category Corporate Image at Spikes Asia 2011.
In all, the Film category saw a decline in entries this year. Out of 35 pieces of work competing in this category, only four entries had made it to the shortlist this year. Last year, India had won two metals in this category.
Direct Spikes: Mudra brings home the only Bronze
Mudra Communications’ ‘Disappearing Discounts’ for R Ayurveda Research Labs is the only one to win a Bronze Spike in the Direct Spikes. A total of 43 pieces of work were entered from India in the Direct category, and eight from these made it to the shortlist. Of these four were from Mudra and four from BBDO India.
2 Bronze Spikes in Print
BBDO India has won a Bronze Campaign for three pieces of work, including ‘Nuclear’, ‘Sea Level’ and ‘Terrorism’ for White Collar Hippies in the sub-category Sports, Entertainment, Travel & Leisure.
TapRoot India has also won a Bronze for its entry titled ‘Visual Classified’ for The Times of India.
Out of a total of 109 pieces of work competing from India this year, only six had made it to the Print Spikes shortlist. India was awarded five metals in this category last year.
No show in Outdoor
Out of 133 pieces of work entered in the category this year, only six entries made it to the shortlist. None of the shortlists could convert into a metal for India this time. Last year, India had won three Outdoor Spikes.
4 Bronzes in Promo & Activation
BBDO India has won brought home three Bronze Spikes in the Promo and Activation category. While ‘Shavesutra’ done for Gillette has won two, ‘Call from the Future’ entry for Aviva Life Insurance has won the third bronze for BBDO.
Mudra Communications’ Silent National Anthem for Reliance Media Works’ Big Cinema has also won a Bronze Spike in this category.Of the 34 entries sent by Indian agencies in this category, six had made it to the shortlist this year.
2 Silvers, 3 Bronzes in Design Spikes
TBWA\India’s entry ‘Immigration Stamps’ for Yatra Online has won a Silver and a Bronze Spike in the Design category. Leo Burnett’s work, the agency had done for itself, titled ‘Gandhiji Font – Devnagri Script’ has won it a Silver Bronze.
Mudra Communications’ ‘Disappearing Discounts’ for R Ayurveda Research Labs has won a Bronze Spike.
Beehive Communications’ ‘Sketch-a-card’ for the Sashikant Gavali Institute of Rapid Sketching has also won a Bronze. Out of a total of 48 entries competing for Design Spikes, Six entries had made it to the shortlist. India had won two Design Spikes last year.
JWT bags 2 Bronzes in Radio
Both of the shortlisted entries from India this year in Radio have brought home metals. The winning agency is JWT Mumbai, which has two Bronzes for its work done for BCCL, entry titled ‘Nakka Mukka, Now in English’. The entry has won in the sub-category Consumer Services and also in the sub-category Music/ Sound Design.
Indian agencies had entered 22 pieces of work in the Radio category, and managed only two shortlists this year. Last year, India had won one metal in this category.
BBDO’s Bronze show in Print & Poster Craft
BBDO India struck Bronze Campaign at Spikes Asia 2011 with two of its three shortlisted entries bagging the metal – for its works titled ‘Sea Level’ and ‘Terrorism’, both done for White Collar Hippies.
BBDO India had three shortlists, all three for White Collar Hippies. Two were in the sub-category Art Direction -- entry titled ‘Sea Level’ and ‘Terrorism’. The entry ‘Terrorism’ was also shortlisted in the sub-category Illustration.
India had entered 51 entries in all in the category, of which 14 had been shortlisted. Last year, India had won six awards in the Print & Poster Craft category.
Shavesutra gets BBDO a Silver in Integrated
India’s sole shortlisted entry in the Integrated category – BBDO India’s work titled Shavesutra for P&G’s Gillette – has bagged a Silver at Spikes Asia 2011.
There were 12 entries from India in the Integrated category this year. The category has been tough for the region, as of the 56 entries, only eight entries from the region made it to the shortlist.
Last year, India had won one metal in Integrated.
Bronze each for JWT & Ogilvy in Film Craft
JWT India’s ‘Endless Goodbye’ for Airtel and Ogilvy India’s ‘Train’ for Ministry of Railways have both won Bronzes at Spikes Asia 2011 in the Film Craft category. These two were the only two entries shortlisted among the 13 pieces of work entered from India this year.
The production house with JWT India on Airtel entry is Independent London, while Nirvana Films has worked with Ogilvy on ‘Train’.
India had won no awards in Film Craft last year.
CreativeLand Asia sole Indian winner in Digital
Of the three shortlisted entries in the Digital category this year from India, CreativeLand Asia has emerged as the sole winner, bagging a Bronze Spike for its work titled ‘Plan-T’ for Parle Agro’s Hippo Baked Munchies.
CreativeLand Asia had another entry shortlisted in the Digital category for its work done for Audi A8 from Audi India.
The Digital category saw a drop in number of entries from India this year. Of the 26 pieces of work entered, three have made it to the shortlist. India had won only one award in the category last year.
India draws a blank in PR
This is the inaugural year of PR awards at Spikes Asia. Indian agencies had sent 12 pieces of work in the category of which five had made it to the shortlist. However, none of these could bag any metals this year.
The number of entries received at Spikes Asia saw an encouraging increase this year with 3,647 entries competing in comparison to the 3,058 in 2011. Of this, Indian agencies had sent a total of 612 entries. Last year, this number was at 452. exchange4media readers would recall that India has sent the highest number of entries to Spikes Asia this year. The second highest was from Australia at 443 entries.