Conceptualised by FCB Ulka, the campaign marks the onset of the 12th edition of Goafest
BestMediaInfo Bureau | Mumbai | February 14, 2017
The God of art direction Mac’ximus, the God of account management Deadlinus, and the patron Goddess of planning Jargonea are all going to be there at Goafest.
In a bid to establish Goafest as the biggest festival in the ‘religion’ of advertising, FCB Ulka has come out with the campaign ‘Gods of advertising’. The campaign that marks the onset of the 12th edition of Goafest has depicted the Gods of advertising like the Greek Gods.
The campaign is built on canvas paintings of Greek Gods with a subtle integration of the elements of their times. The art purely showcases ancient Church art style that can also be seen in the design and the font. Everything together shows the grandeur and antiquity of the festival, lending strength to the theme.
FCB Ulka is creating promotional posters, mailers and press communication for Goafest 2017. The first leg of the campaign includes a series of promotional content highlighting the God of various divisions of advertising. Each of the Gods have been given a name and their specific characteristics and the posters invite people to not miss the fest, because even the Gods won’t give it a miss.[caption id="attachment_80936" align="alignleft" width="150"] Ashish Bhasin[/caption]
Ashish Bhasin, Chairman, Goafest 2017 and Vice-President, AAAI, said, “Goafest 2017 is going to be at a level it has never been before and the campaign announcing the Gods of advertising, designed by FCB Ulka, has captured the feel very well. Goafest is about the industry coming together and celebrating creativity, sharing bonhomie within the industry participants and learning from experts, not just from our industry but from other fields as well, at a global scale. This year we have introduced several new initiatives, which will add to a lot of excitement and I thank and congratulate FCB Ulka for kicking off South Asia’s largest festival of advertising with a beautifully crafted campaign.”[caption id="attachment_81607" align="alignleft" width="150"] Mahendra Bhagat[/caption]
Shedding light on the premise of the campaign, Mahendra Bhagat, NCD, South, FCB Ulka, said, “‘Gods of advertising’ as a phrase is something we hear often in the advertising industry. Goafest is a fun event, that’s given. But we wanted to talk about it being an enriching event too. Which is why, we directed our communication to the youngsters, telling them that the who’s who of advertising will surely be there – imparting knowledge and sharing ideas and an event that you surely can’t afford to miss.”
“What I particularly like about this campaign is the treatment given by our young creative team. Instead of repeating the typical imagery that’s associated with Goa, they thought of recreating these old frescos you see in some of the churches. Very distinct and very relevant. So, even though, it’s western in its content, it’s a little Indian in its outlook and execution,” he added.
Client: Goafest 2017
Agency: FCB Ulka