BestMediaInfo takes a look at the campaigns and brands that were most awarded at the Abbys announced at Goafest
BestMediaInfo Bureau | Delhi | April 23, 2012
Ogilvy India won seven medals for its campaign ‘The Photographs Case’ for Fox Crime including one Grand Prix, five Golds and one Silver at the Creative Abbys announced at Goafest 2012 that took place over the weekend.
Taproot India walked away with seven metals including two Golds, four Silvers and a Bronze for Airtel’s ‘Har Friend Zaroori Hota Hai’ campaign.
Creativeland Asia bagged a Grand Prix, one gold, one bronze and two Silvers for the Audi A8L 3D campaign.
But that is not all. The Times of India emerged as the most awarded brand bagging 20 metals with Taproot alone winning 14 metals for the campaign.
In August 2011, Ogilvy & Mather created a campaign for Fox Crime that has made history of sorts. Apart for O&M winning seven medals for the campaign, Good Morning Films won a Silver for the campaign in the Film Craft Category – Cinematography. Thus, the campaign emerged as the most awarded campaign with a total of eight metals.
The Fox Crime "The Photographs Case" campaign was launched nationwide with three 30-second films. Each film told a different story and deliberately obscured the motive and identity of the murderer. Outdoor, print and online display ads drove eager detectives to www.foxcrimeindia.com. The Abby metals tally is proof of the campaign having served its purpose. The campaign microsite received 180,278 unique visitors, with 39,857 registered detectives and over 2,477 detectives already solving the case. The Facebook fan page grew by more than 400 per cent from 19,000 to 76,429 fans. The organic buzz created on social media was significant: the Twitterati helped spread the word about the campaign and the Facebook page saw on an average of 23,700 comments/clue queries daily on its wall.
The three films threw up three different scenarios to a major crime mystery. The films had three lead characters playing the victim, the murderer and the accomplice. Each of the three characters was a suspect for one of these roles in every film, thus confusing the viewer as to who is the real victim, the real murderer and the real accomplice.
Another campaign created in August 2011 also made it to the Creative Abbys most awarded campaign this year. The brainchild of Taproot India, Airtel’s ‘Har Friend Zaroori Hota Hai’ won seven medals. Besides a TV spot, the agency also released a full-fledged thematic national outdoor campaign in eight languages. In 2012, the campaign took the ‘gamification’ route in its new avatar.
Launched in January 2011, Creativeland Asia had created an integrated 3D campaign, ‘Audi A8L 3D Experience’, for Audi’s luxury sedan Audi A8 L. The agency created a 3D microsite for Audi A8 L, where users could further explore the car and interact with its intrinsic details. It also had a full 3D iPad application as well as mobile versions of the site. The campaign did not bet too much on TVC but focused heavily on digital media.
The Times of India’s ‘Wake up Chennai’ campaign by Footcandles Film won metals for Original Music Score (Bronze), Cinematography (Bronze), Voice-Over, Direction (Silver). The Signature campaign conceptualized by Taproot India walked away with a Silver in the OOH category.
In the Print Craft Category, Visual Classifieds designed by Taproot India won the Gold for Art Direction in Print Advertising for the TOI campaign. The agency also bagged a Silver for TOI’s Signature while ‘Stay on, Baba Bengali, Pahalwaan’ got a Bronze for Visual Classifieds and Tailor campaign. In the Copywriting (Below 100 words) category, TOI’s ‘Only Bengal’ scored a Silver.
In the Photography category, The Times of India’s ‘Wake up Chennai - Water Tank, Police Station’ won while ‘Wake up Chennai’ got Taproot India a Bronze. ‘A Day in the Life of India’ was awarded a Silver. ‘A Day in the Life of India’ won a Direct Bronze while ‘Baba Bengali, Pahalwaan, Stay On’ got a Silver. The campaign also won a Direct Response (TV) Bronze. The campaign film created for Internet/video/YouTube for the TOI’s ‘Naaka Mukka Now’ in English got JWT a Bronze. In Digital Innovation/use of new technology to create a new brand experience (including augmented reality), ‘Nokia Lumia – The Times of India becomes Live TV’ got Maxus India a Bronze. For Voice Performance (Radio Craft), The Times of India’s ‘Naaka Mukka Now’ in English got a Silver for JWT.
This year, a total 332 Creative Abbys were given out from among 907 shortlisted entries in 12 categories while there were over 4,250 entries received from across India and South Asian countries. There were two Grand Prix, 34 Gold, 117 Silver and 179 Bronze metals awarded to 61 companies.
This year, Goafest did not announce any Agency of the year or Campaign of the year award.