Cannes Lions 2013: Taproot, Grey, O&M make India proud in Outdoor Lions

Taproot has grabbed 2 Gold Lions, Grey picked up 2 Bronze Lions and O&M bagged 1 Bronze

e4m by Priyanka Nair
Updated: Jun 19, 2013 10:18 AM
Cannes Lions 2013: Taproot, Grey, O&M make India proud in Outdoor Lions

Taproot, Grey and O&M have collectively brought home 5 metals. Taproot grabbed 2 Gold Lions, Grey picked up 2 Bronze Lions and O&M bagged 1 Bronze.

Last year McCann Worldgroup’s work done for Western Union fetched a Gold Lion for India.

The number of entries has also gone up this year to 249 from 219 last year. It can be observed that the winning entries are best examples of creativity used in Indian outdoor landscape. It is interesting to see a traditional category such as Outdoor keeping the hopes of the advertising fraternity of the country up and high.
Here is a look at the entries that has made India shine...

Taproot’s illustrative campaign for The Times of India
The agency won a Gold for its farmers’ suicide campaign under the fundraising, charities, appeals, non-profit organisations, public health & safety, public awareness messages sub category and another Gold for the campaign under the illustration sub category.

Commenting on the win, Santosh Padhi, Chief Creative Officer and Co-Founder, Taproot India said, “We have been working on this campaign from last six- eight months. It has a great emotional connect and human element. The second phase will be out soon. We are extremely proud of the win.”

The Times of India (TOI) is known from its various social initiatives and Taproot is known to create heart-touching brand messaging over the last few years. Somewhere, last year TOI decided to address the issue of farmers’ suicide and partnered with Taproot to sensitise people about the issue and raise funds for the farmers’ impoverished families.

The agency created portraits using the very same objects that had been their undoing. Twelve actual photographs of deceased farmers as a reference were used to create posters and press ads to promote the case. These portraits were displayed at exhibitions and auctioned to the highest bidders. The money raised then was distributed amongst their families. Here is a look at the creatives…

Grey’s positive campaign for Duracell and ambient display for DHL
Grey Worldwide India’s three entries titled 'Positive & Negative' for Procter & Gamble’s Duracell campaign won a Bronze. The entries won under the household sub category. The campaign with simple creatives had smart positive and negative lines that were impressive. Here is a look at the creative…

The agency’s another work for DLH also bagged a Bronze Lion. It was an ambient display campaign titled ‘Divorce’. Here is a look at the creative...

O&M’s picture perfect campaign
It is said that a picture speaks a thousand words, and O&M India’s work for Philips Electronics’ LED Torch titled 'Alley', 'Gorge' and ‘Forest’ proved it to be right. The three entries bagged a Bronze under the photography category. The visuals spoke for themselves and needed no other supporting element to describe its effectiveness. Here is a look at the creative...

Speaking to exchange4media, Prathap Suthan, Chief Creative Officer and Managing Partner, Bang in the Middle, who was the jury member from India in the category this year, shared few insights on what Indian players can learn from global work in the outdoor space.

He said, “I personally think the more western and more global we make our work, the lesser are our chances to breakthrough. We just seem to disappear into a pretty much equal space. Somehow our cultural signatures seem to have disappeared, and our collective works seem to reflect worldwide memes – usually on par with the 90 percent that get knocked out. The one single learning would be that we need to create ideas which don’t have parallels. Ideas that stand out. Singular. One of a kind. Somehow there seems to be pet subjects across the world that allows creatives to explore journeys which lead to similar concepts and ideas.”

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