M&C Saatchi wins 3 metals followed by Grey and Mudra Communications winning 2 each.
Neha S | Goa | April 9, 2011
Amidst the Media Abby’s, Goafest 2011 also announced the Creative Abbys for Direct categories where M&C Saatchi, OgilvyOne Worldwide and Bates141 bagged 1 Gold each.
|Direct – Flat mail||Silver||M&C Saatchi||Flat mailer for Birla Sun Life Insurance|
|Direct – Dimensional mail||Silver||M&C Saatchi||3D mailer for Aditya Birla Finance|
|Direct||Gold||M&C Saatchi||Annaprasan for Birla Sun Life|
|Gold||OgilvyOne Worldwide||Dum Pukht – A Sensory Experience to a 400 years Old culinary tradition|
|Silver||McCann||Videocon Zeus – The Cascade of Books|
|Silver||Grey||Pantene – Magic Drain Opener|
|Silver||Grey||Wi5 Take the pledge|
|Direct – Respose Print||Mudra Communications||Volkswagen Vento – Talking newspaper|
|Interactive – Website Consumer Category||Silver||BC Webwise||Allen Solly|
|Interactive – Website Services Category:||Silver||Mudra Communications||Idea Cellular, Idea MTV roadies mobile challenge|
|Branded content for internet including games||Silver||digivaasi||Happydent waves shineshah campaign|
|Interactive: Creative use of social media||Silver||Creativeland Asia||Hippo Baked Munches T-Tracking Inventory Through Twitter|
|Creative use of viral or online video||Gold||Bates 141||Virgin Mobile – Indian Panga League|
The Creative Abbys in all categories are to be announced today. Watch this space.
very very excited to learn VOLKSWAGEN bags “talking newspaper” direct response print ad created by MUDRA…it was an absolute ripper…i cldn’t put the paper down ..nor the device …that i have kept hidden somewhere…for fear if i open the paper at that page , it will start talking to me again !! several years ago MUDRA had done a fine execution of my NESTLE POLO HOLE- in-the-newspaper idea in THE PIONEER…to nationwide applause..it was a simple way to express a 3-d product in a 2-d medium…and created waves for NESTLE POLO at launch…That MUDRA should have tried the same idea by punching a hole in the papers around the outline of a car for VOLKSWAGEN was a total non-starter…it was punching a hole through several pages of the TOI, i think, just for the sake of punching a hole…what does a hole have to do with a VOLKSWAGEN…IN POLO THE HOLE IS CENTRAL TO THE PHYSICAL PRODUCT, CENTRAL TO THE BRAND POSITIONING AND DIFFERENTIATION IN A HIGHLY CLUTTERED MARKET FULL OF UNDIFFERENTIATED MINTS..BUT in VOLKS !!?? EXCEPT UNLESS VOLKS BURNS A HOLE THROUGH YOUR POCKET…which is why a good idea for one brand cannot be chepoed on another…it is worse than a bad PART 2 to a blockbuster that was NESTLE POLO HOLE IN THE NEWSPAPER …In fact worries me no end that MUDRA perhaps did not understand my NESTLE- POLO-HOLE-IN-THE-PAPER idea and just executed it because the client said so !! Well, congrats to Mudra for both …the HOLE for NESTLE POLO and the TALKING for VOLKS !