Cannes Lions 2013 has announced shortlisted entries for the Direct Lions category. A total of three entries from India have made it to the shortlist.
Leo Burnett’s entry for Coca Cola’s Reflection of Music - table mat campaign has been shortlisted in the Ambient Media (small scale) and Publications and Media categories. DDB Mudra’s Help Desk campaign for Aarambh has made it to the Best Low Budget Campaign shortlist.
Mark Tutssel, Worldwide, Chief Creative Leo Burnett was the Jury President for Direct Lions, while Juju Basu, Senior Vice President and Executive Creative Director, Contract was the Jury member from India in the Direct Lions category this year.
The Jury has judged the Direct Lions category based on four aspects – strategy, creativity, execution and results. Strategy and execution each account for 20 per cent of the vote, with creativity and results each accounting for 30 per cent.
The number of entries submitted by Indian agencies in the Direct Lions category has dropped from 108 last year to 79 this year.
The Direct Lions, dedicated to all forms of direct marketing, was launched in 2002 to showcase and honour the most creative and innovative direct marketing solutions.
There has been an increase in the total number of entries for Cannes Lions this year – 2,578 entries from 67 countries have been submitted.