The 59th International Festival of Creativity announced the winners of Media Lions in a glittering ceremony at Palais des Festivals on June 19 along with other categories such as Outdoor, Mobile and Creative Effectiveness. Media Lions has brought respite to India with three metals in all, including two Silver Lions and one Bronze Lions, adding to the list of only five metals grabbed by Indian entries thus far.
While Leo Burnett’s ‘Inkpad’ for Door Step Schools and Cheil India’s ‘Minus One Project’ for Samsung have grabbed a Silver Lion each, BBDO India’s ‘You shave I shave’ for P&G’s Gillette Fusion has won a Bronze Lion. A total of nine shortlists were competing in Media Lions category out of a total of 130 entries submitted by India this year.
Leo Burnett’s ‘Inkpad’ campaign uses thumb impression to deliver the joy of writing. The agency designed an ink pad that allowed illiterate individuals to print their name. Take a look at Leo Burnett’s ‘Inkpad’ campaign here:
Commenting on Leo Burnett’s entry ‘Inkpad’ which has also been shortlisted in other categories such as Outdoor, Press, Promo & Activation and Direct, KV Sridhar, National Creative Director, Leo Burnett said, “Inkpad has caught the imagination of many, who have been able to understand the campaign. The campaign has been able to excite illiterate people to enrol for studies. They were able to write names without even knowing how to read or write, which is incredible. It’s great that it has won a Silver Lion in Media.”
‘Minus One Project’ is a green initiative by Cheil Worldwide India and Samsung Printers to save trees and forests. The project asks people to reduce the font size by one before printing any document, thus reducing the number of pages required to print a multi page document by up to 50 per cent. The reduction in paper-consumption leads to less cutting of trees. Take a look at the ‘Minus One Project’ here:
Commenting on Cheil’s winning entry, Alok Agrawal, COO, Cheil Worldwide India said “‘Minus One Project’ has been appreciated at all advertising festivals we have sent it to. It is a very powerful and unique idea. There are a lot of cause-based ideas which are very powerful, but not impactful as people don’t know what they can do by themselves. ‘Minus One Project’ tells people what to do. It is most worthy of winning in ‘Best use of integrated media’ as the campaign used very innovative medium to create awareness about the project. The client had to barely shell out any media spends. The whole project was promoted online, through activation, by getting books printed with -1 font and was media neutral.”
‘You Shave I Shave’ takes BBDO and Gillette’s ongoing campaign against men’s stubble forward. The campaign this time also targeted at growing the women razor category and made hundreds of women shave their legs as men shaved off their stubble.
Commenting on BBDO India’s winning entry, Josy Paul, Chairman and National Creative Director, BBDO India said, “It's a hat-trick for P&G Gillette and BBDO at Cannes. That’s three years in a row! The idea: Never in the history of India have women shaved their legs in public! – They did it for the first time to get their men to shave. 'You Shave I Shave' caught the imagination of Indian men and the jury at Cannes. It takes a brave client to create history. Thank you P&G.”
Interestingly, none of the shortlists from media agencies including OMD, Mindshare and DDB Mudra could convert into a metal.
India won two metals in Media Lions in 2011. While Lodestar UM won a Gold Lion, Maxus India brought home a Silver Lion.
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