O&M wins Bronze for Vodafone in Direct Lions

Ogilvy & Mather’s ‘IFold’ campaign for Vodafone is India’s first win at Cannes 2012, grabbing a Bronze in Direct Lions category

e4m by Deepika Bhardwaj
Published: Jun 19, 2012 9:22 PM  | 2 min read
O&M wins Bronze for Vodafone in Direct Lions

While second day at the 59th Cannes Lions International Festival of Creativity brought a cheer with 62 Indian shortlists across Media, Outdoor, Mobile, Creative Effectiveness and Press categories, India opened its account with only one victory in the Direct Lions category. Ogilvy & Mather has won a Bronze Lion for its 'Ifold Vodafone India Saving Paper' campaign for Vodafone India under the best low budget campaign sub category.

Winners were awarded across PR, Promo & Activation and Direct Lions categories on June 18. There were eight shortlists from India competing for metals in Direct Lions.

Talking about the only winning entry from India in this category, Manish Bhatt, Co-Founder, Scarecrow Communication, who was also on the Jury, said, “We had to judge the entries on the basis of strategy, creativity, execution and results. ‘IFold’ is a very simple idea but one that is doable and that can make a difference. It is not just intelligent craft that the jury has looked at but also the potential of it of making a difference in the society. Doing a small thing like folding a paper can make a huge difference – that is what stood out about the entry.”

Judging for Direct Lions also involved evaluating a campaign’s ability to create dialogue with the consumer, evoke response and build long-term relationships, informed Bhatt.

Exhilarated with winning the Bronze, Rajiv Rao, National Creative Director, Ogilvy & Mather said, “The idea is really simple yet very powerful and effective. Everyone who has seen the campaign has been surprised by its simplicity. Many brands have partnered with us and implemented ‘IFold’ in their own organisation which explains the power of the idea. It's a pleasure to win a metal for this entry.”

Take a look at Ogilvy’s ‘IFold’ campaign here:

Crispin Porter + Bogusky Boulder’s entry ‘Small Business Gets An Official Day’ for American Express is the Grand Prix winner in Direct Lions this year. Take a look at the campaign here:

India has won a metal in this category after a no show consecutively for the last two years.

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