IAA Olive Crown Awards make a green impact at GoaFest 2011

Green made its presence felt at the recently concluded GoaFest 2011 with the India Chapter of International Advertising Association (IAA-IC) conducting its maiden Olive Crown Awards presentation.

e4m by exchange4media Staff
Updated: Apr 22, 2011 8:39 AM
IAA Olive Crown Awards make a green impact at GoaFest 2011

The India Chapter of International Advertising Association (IAA-IC) conducted its maiden Olive Crown Awards presentation at the GoaFest 2011, Seminar Hangar on April 9, 2011. Most of the industry CEOs graced the function with Sir John Hegarty as the Guest of Honour, while Bittu Sahgal was the Chief Guest.

Sahgal was also conferred the first IAA Olive Crown Green Crusader Award, which he received from IAA-IC President Kaushik Roy and Chairman of the Olive Crown Awards, Ramesh Narayan.

Commenting on the Award, Roy said, “This is India’s first ‘Green’ Award for creative excellence in communicating sustainability. It’s an Award that not only celebrates the work done by advertising agencies and the advertisers, but also supports concern for our home - Planet Earth. We are proud to have started a movement in India for which there is already a global recognition and a request for offering the franchise to other countries.”

Sir John Hegarty, who gave away the coveted trophies, such as the Green Campaign of the Year, remarked, “The advertising industry has always been known for ‘selling’, now it’s time to be known for ‘saving’ the earth.”

Advertisers such as Aircel and Toyota made their presence felt with the ‘Save The Tiger’ and the NDTV-Toyota “Greenathon’ campaigns, respectively. For both, the common agency was Dentsu, which walked away with the ‘Green Agency of the Year’ trophy. Aircel was the clear leader as the ‘Green Advertiser of the Year’. Idea and Nokia shared the Green Brand of the Year Gold for ‘Save Paper – Use Mobile’ and ‘Planet Ke Rakhwale – Mobile Recycle’, respectively. The Green Brand Award was judged in consultation with TERI, the Knowledge Partner.

The panel of judges was led by Sam Balsara as Chairman of the Judging Committee, who got a fine mix of practicing Creative Heads as well as some ex-creative heads, who today work in the area of conservation and developmental work. The judges included, Bobby Pawar, Mudra; B Ramnathkar, Umbrella; Gangadharan Menon, former Creative Director now wild life photographer and activist; Lynn de Souza, Lintas Media/ animal activist; Russell Barrett, BBH; Saumya Sen, former Creative Director now developmental filmmaker/ activist; Sumanto Chattapadhyay, O&M.

The Awards Tally:
Radio Silver (No Gold)
Agency: Mudra Communications
Advertiser: Sanctuary Asia
Title: Akhbaar

Out of Home - Joint Silver (No Gold)
Agency: Dentsu
Advertiser: Aircel
Title: Save Our Tigers
Agency: Draftfcb Ulka
Advertiser: Zee Entertainment
Title: Environmental Day

Digital Gold
Agency: Webchutney
Title: Amar Prem

Digital Silver
Agency: Tribal DDB
Advertiser: Idea
Title: Use Mobile, Save Paper

Events Gold (No Silver)
Agency: Dentsu
Advertiser: Toyota Kirloskar Motors
Title: Greenathon 2

Press Unreleased - Joint Silver (No Gold)
Agency: Inter Publicity
Advertiser: Greenpeace
Title: Stop Deforestration
Title: Get Back To Nature

Print Production Silver
Agency: Chaos Design
Advertiser: Gaia Energy
Title: Preserve, Protect…

Print Production Gold
Agency: Dentsu
Advertiser: Aircel
Title: Save Our Tigers

Press: Consumer Products & Services Silver
Agency: Umbrella Design
Advertiser: The Times of India
Title: Eco Friendly Ganesha – Sarvajanek Ganesh Mandal

Press: Consumer Products & Services Gold Award
Agency: Umbrella Design
Advertiser: The Times of India
Title: eco friendly ganesha – the sun’s light

TV Consumer Product & Services Silver
Agency: Mudra Communications
Advertiser: IAA/TERI
Title: Light A Billion Lives

TV Consumer Product & Services Gold
Agency: JWT
Advertiser: National Geographic
Title: Jadugar

Press Corporate - Joint Silver (No Gold)
Agency: Dentsu
Advertiser: Aircel
Title: Save Our Tigers
Agency: Mudra
Advertiser: Lavassa
Title: Why Work At One End

TVC Corporate Silver Award (No Gold)
Agency: Dentsu
Advertiser: Aircel
Title: Save Our Tigers

Campaign Of The Year Silver
Agency: Lowe Worldwide
Advertiser: Idea
Title: Save Paper, Use Mobile

Campaign of The Year Gold
Agency: Dentsu
Advertiser: Aircel
Title: Save Our Tigers

Green Brand of The Year - Joint Gold

Green Advertiser of The Year
Aircel (45 points)
(Second and third position: Idea 35 points, Nokia 20 points)

Green Agency Of The Year
Dentsu (55 points)

(Second and third position: Mudra Group 20 points, Umbrella Design 15 points)

Point System: 5 points for Silver and 10 points for Gold. For Campaign of the Year and Green Brand of the year, the scoring was 10 for silver and 20 for gold.

Olive Crown Green Hungama Contest – for young Indians
IAA in collaboration with ran an innovative contest on the internet. Within six working days, that too during the world cup fever, 21 films were posted on line. The age criteria was 30 years and below. These people had to create a green film. Judging criteria was the idea and not the execution. Contestants were allowed to use borrowed footage to create these films that would have to have a powerful idea to bring about a change. This entire contest was created, managed and hosted by Based on the judge’s scores we narrowed down to the five top rankers – which were six films.

Olive Crown Green Hungama Silver (Cash Prize Rs 40,000) – Corsair Films. Title: Staircase.

Olive Crown Green Hungama (Cash Prize Rs 60,000) – Fatima Husain and Rajeev Roy – BBH. Title: Bathing.

The trophy and cheque was given to winners on the coveted Abby Awards stage. IAA hopes to complete these films and run it on national television.

The IAA Olive Crown Awards addresses a crying need to recognise the pioneering work in communicating sustainability by some responsible corporate houses and agencies. The entries received from the leading ad agencies and advertisers have been judged by an eminent panel of advertising professionals and environment activists. The Energy Resource Institute (TERI) has played the role of ‘knowledge partner’ for these awards.

Founded in 1938, the International Advertising Association (IAA) is a one-of-a-kind strategic partnership, which addresses the common interests of all the disciplines across the full spectrum of marketing communications. The India Chapter was adjudged and presented the 2010 IAA Chapter Excellence Award at the IAA World Congress held in Moscow in May 2010.

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