Novel initiative by International Advertising Association aimed at recognizing creative excellence in sustainable communication.
Neha S | Delhi | March 4, 2011
Goafest 2011, the biggest advertising festival in India, in alliance with the Indian chapter of International Advertising Association will host the first ever Olive Crown Awards on 9th April, 2011. Aimed at encouraging advertisers and marketers to communicate green messaging, the Olive Crown awards will recognize and promote responsible advertising.
The Olive Crown awards seek to position marketing and advertising as a critical component of responsible economic growth. A starting point would be to recognize pioneering work in communication sustainability that is currently being done by some advertisers and encourage positive thinking on the issue. The awards will be open to all marketing company and agencies that have created and placed paid communication that advocated the sustainability message in the year 2010.
In a bid to encourage responsible advertising, Goafest 2011 will kick off with a unique event with association with ASCI. 100 young creative people will be required to conceive and execute installations art works based on the theme Creativity with a Conscience. The final pieces will be displayed in the Ad village for the duration of the festival.
Commenting on this award category, Lynn deSouza, Chairperson, Goafest 2011, said, “We aim to make Goafest 2011 a platform to promote the message of responsible advertising. The Olive Crown awards are a perfect fit to recognize and promote the campaigns which propagate this thought. We hope that this will be a catalyst for advertisers and agencies to adopt the green platform and create more innovative and informed campaigns.”