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When ABBYs Master Jury became faces of an OOH campaign...

05-April-2018
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When ABBYs Master Jury became faces of an OOH campaign...

For the first time in its 50-year history, the Advertising Agencies Association of India (AAAI) and The Advertising Club initiated a high profile OOH campaign to spread the word about the ABBYs. And, the brands ambassadors used were the legends from the advertising world.

A surprise for many commuters on the road in March was seeing the faces of celebrated advertising veterans staring down from hoardings across the city. The canvas that had been the showcase of their celebrated work, now had the advertising gurus’ visage staring down at pedestrians and motorists.

If you happened to catch the fine print, you would have realized that advertising veterans – Agnello Dias, Amer Jaleel, Arun Iyer, Alok Nanda, Abhijit Avasthi, ‎Bobby Pawar, KV Sridhar, Nitesh Tiwari, Prashant Godbole, Prasoon Joshi, Raj Kamble, Raj Deepak Das, Santosh Padhi, Senthil Kumar and Swati Bhattacharya – were in fact urging fellow creative partners and creative agencies to participate in the ABBY Awards 2018, which take place at the Goafest, hosted jointly by AAAI and the Advertising Club. In fact, this was for the first time in the ABBYs 50-year journey that such a high profile campaign, using OOH as a medium, was initiated to spread the word and invite entries.

A Master Jury of Legends

The introduction of the concept of a Master Jury for the Creative ABBYs, for the very first time, saw the advertising luminaries being used as the brand ambassadors for the ABBY Awards 2018 and the Creative ABBYs.

Ajay Kakar, Chairman of the Awards Governing Council, said “We have the best from the industry in our creative Master Jury. We want the advertising world to remember that these are the giants who scrutinized the work. And that is the excitement and challenge for people to take part in the ABBYs this year.”

The creative mandate for the ABBYs 2018 was given to McCann World Group India, with the clear brief being to draw attention to the caliber of the jury members who would be judging the ABBYs. For the last few years, the ABBYs have been mired in controversy, with the result that several prominent creative agencies chose to stay away from the awards altogether. The campaign was a concerted effort to bring back the credibility to the awards and also enlighten young creative professionals about the renowned personalities of the advertising field who would be judging their work.

Explaining the thought process around the campaign further, Abhinav Tripathi, ECD McCann Worldgroup India, said, “The Master Jury members are not just advertising people, they are the legends of Indian advertising and that’s where the ideas for the creatives came from. The legend of these jury members is embodied in their work, in the campaigns that they have created.”

Citing an example, for any creative advertising person, Prasoon Joshi is the legend behind the ‘Thanda matlab Coca-Cola' and 'Mirchi sunne vale always khush’ campaigns, remarked Tripathi. Similarly, Agnello Diasand Santosh Padhi are the brains behind the path-breaking work for Nike and the ‘Har ek friend zaroori hota hai' campaign for Airtel.

The communication route adopted was the use of some of the iconic campaigns created by the jury members which in fact made them legends.

Explained Tripathi, “To pitch the idea that the legends of advertising will be judging your work, we took those legendary pieces and just turned that into communication. We took some of their most iconic campaigns and used the language of the campaign to communicate the fact that these are the people who will be judging your work. This reflects in the headlines used, and the visual language we have created borrows from those iconic campaigns. We borrowed the colors and the font types, as well.”

The other agenda for the campaign was to draw attention to the ABBY Award itself. This is because, over the years, the lines between Goafest and the ABBYs has blurred and the award has become a Goafest award. This campaign therefore attempts to create the distinction between the festival Goafest and the award, which is the ABBY Award.

On a final note, for a young creative, the value and impact of an ABBY trophy is far more than just a mention on their resumes and a ladder to career growth; it is an incentive to push boundaries to do good work - and the ABBY Award aspires to reinstate this pride.

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