Copywriter Mamta Ramachandra and her art partner, Sandeep Das, the Young Creatives Team from Lowe, Chennai, will be the official Indian representatives at the Asia Pacific Young Creatives Workshop 2006. They will vie for the Crystal Lotus Award with contestants from across the region.
Their work on eye donation was unanimously adjudged best among 154 entries received from 26 agencies by a panel of judges comprising Elsie Nanji, Vice-Chairman and Chief Creative Officer, Ambience Publicis; K V Sridhar, National Creative Director, Leo Burnett; and R Balakrishnan, National Creative Director, Lowe Lintas. The contest was an initiative of the AAAI.
According to Vinod Nair, Convenor of the Jury, the judges picked the ‘unusually non-ad looking entry’, which went ‘straight to the point with its social service perspective’.
The creative is that of an actual ‘India Non-Judicial Will’, and the eyes of the person are listed among the things to be bequeathed to a charitable eye bank, alongside property, cash balances and other assets. Below the will, the copy reads, ‘Donate Eyes. Your will can make a difference’.
“We kept in mind the entire spectrum of the audience while creating the ad. If we had chosen a concept around Google Earth, the audience would have become narrower. We also needed to talk to people who were not aware of eye donation. The concept is based on a real ‘Will’. We wanted to break the stereotype and that’s why there is no logo, and the ad does not fall into any typical format either,” explained Das.
The brief was that the message must appeal to people to pledge their eyes for donation. Contestants needed to be below 30 years of age, and needed to have spent not more than five years in advertising.
“I am glad that good work and talent has been recognised,” is what copywriter Mamta had to say. This is the first national award for both the creative partners. Das added, “I am glad that my work has been recognised now. I am still waiting for the day when art directors are called artists and the ‘pencils and brush’ become the hero.”
The duo will fly to Pattaya on March 6, and will be the official Indian representatives at the Asia Pacific Young Creatives Workshop to be held on March 7, 8 and 9. They will also be guests of the AdFest (Asia Pacific Advertising Festival), from March 9-11. Lowe Chennai will miss them for seven days. But they won’t be complaining.