Cannes Lions 2012 has announced the shortlisted entries for the Promo & Activation Lions category. Out of a total of 265 shortlisted entries, only one entry from India – DDB Mudra Group’s work, titled Help Desk done for Aarambh, has made it to the shortlist.
Rob Schwartz, Global Creative President, TBWA\Worldwide is the Jury President, while Sabbas Joseph, Director, Wizcraft International Entertainment is the Jury Member from India for the Promo & Activation Lions category this year.
The number of entries submitted by Indian agencies has dropped from 85 entries last year to 73 this year for Promo & Activation Lions. On the other hand, there is an increase in the total number of entries at 2,974 from 70 countries, an increase of 11 per cent as compared to last year.
Launched in 2006, the definition of Promo & Activation for the purpose of Cannes Lions encompasses activity which is designed to create immediate activation and/or offer for the sales of a product or service. This may be effected using sampling, tie-ins, competitions, events, in-store advertising, exhibitions and other promotional vehicles, such as digital media.
Promo & Activation Lions will be awarded to the freshest creative ideas that actively engage consumers to products/ brands and achieve measurable results. The Jury was made up of top international creatives, who judged the entries using four criteria - creativity, strategy, execution and results. Strategy and execution will each account for 20 per cent of the vote, with creativity and results accounting for 30 per cent each.