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A Silver and three Bronze: India grabs four Lions in Press

21-June-2012
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A Silver and three Bronze: India grabs four Lions in Press

The Cannes Lions International Festival of Creativity announced winners in Press, Design, Radio and Cyber Lions on June 20. One Silver and three Bronze Lions have been added to India’s kitty, courtesy Leo Burnett, Ogilvy & Mather and BBDO India, in Press Lions. A whopping 31 shortlists were competing for the laurels in this category.

Leo Burnett’s campaign for Bajaj Electricals with its entries titled ‘Socks, Fish’ has fetched the agency a Silver Lion Campaign. Leo Burnett had eight nominations in all for the same campaign.

KV Sridhar, National Creative Director, Leo Burnett said, “Exhaust fans is one category in India that hasn’t come out with interesting communication ideas. It was extremely great working with Bajaj Electricals who wanted to take further its exhaust fan category with impressive creative ideas across multiple media platforms. What makes this entry special and impactful is its simplicity and brilliant execution by the team.”

Ogilvy & Mather’s shortlists for both Perfetti Van Melle and Mattel Toys have converted into Lions. The agency has grabbed a Bronze Lion Campaign each for its entries titled ‘Barbed Wire, Nails, Electric Shock’ for Perfetti Van Melle’s Mentos Sour Marbles and ‘Refrigerator, Drawers, Sofa’ for Mattel Toys each. Ogilvy won a Silver Lion Campaign for Mentos Sour Marbles last year too.

BBDO India has also converted its campaign with entries ‘AK-47, Nuclear Reactor’ for White Collar Hippies into a Bronze Lion Campaign.

Speaking to exchange4media on winning the award, Josy Paul, Chairman and National Creative Director, BBDO India said, “The ad sees the state of the world through the eyes of the internet. The idea is fresh and contemporary. No one had looked at travel tourism this way. Three days into the show and we have eight in the shortlist and two metals. We think the candle light vigil outside our office worked. Gillette won. And now White Collar Hippies. We thank our clients, the Cannes Jury and the hungry talent back home in Delhi and Mumbai. The Cannes gods are listening.”

DDB Mudra, which had the highest number of shortlists – 10 nominations in this category – could not convert any into a metal.

Commenting on India’s performance in the Press Lions category, Raj Kamble, Former Chief Creative Officer, BBH India, who was also on the Jury from India, said, “India’s work was not as good as other countries. We have taken this category very lightly. I wanted to see some great work from India but was disappointed. We have the time, we have the money, we have the craft, but still we are not able to perform, I think it’s because of the lack of hunger. The ‘chalta hai’ attitude is what’s stopping us from producing some brilliant work, work that stands out and gets noticed at a platform such as Cannes.”

Sharing his thoughts on the judging process and Grand Prix winner, Kamble said, “The Jury gave very less points to formulae ads this year; for example, the beaten to death formulae of making one object with many objects. If you look at the Grand Prix winner, you will see a great ad – an ad which is refreshing, excellent, innovative and defines the future of print advertising. It’s the most forward print ad in the last ten years.”

FABRICA Treviso / 72 AND SUNNY NL Amsterdam’s internationally famous ‘Unhate’ campaign for United Colors of Benetton has won the Press Lions Grand Prix campaign this year.
Put unhate pic here
 

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