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Goafest 2011: IAA Olive Crown Awards make a green impact

Inaugural edition of the Olive Crown awards honoured the creative excellence in communicating sustainability.

BestMediaInfo Bureau | Delhi | April 25, 2011

Sir John Hegarty and Ramesh Narayan with the Dentsu team.

The India Chapter of International Advertising Association (IAA-IC) conducted its maiden Olive Crown Awards Presentation at the Goafest 2011, Seminar Hangar on April 9, 2011.  Most of the industry CEOs graced the function with Sir John Hegarty as the Guest of Honor and Bittu Sahgal as the Chief Guest.

The evening started with Bittu Sahgal being conferred the first IAA Olive Crown Green Crusader Award, which he received from the IAA-IC President, Kaushik Roy and the Chairman of the Olive Crown Awards, Ramesh Narayan.

Talking about the award Kaushik Roy, President IAA-IC said “This is India’s first ‘Green’ award for creative excellence in communicating sustainability. It’s an award that not only celebrates the work done by advertising agencies and the advertisers but also supports concern for our home – planet earth. We are proud to have started a movement in India for which there is already a global recognition and a request for offering the franchise to other countries”.

Sir John Hegarty, who gave away the coveted trophies, such as the Green Campaign of the year, was quick to remark “The advertising industry has always been known for ‘selling’, now it’s time to be known for ‘saving’ the earth.”

Advertisers such as Aircel and Toyota made their presence felt with the ‘Save The Tiger’ and the NDTV-Toyota “Greenathon’ campaigns, respectively. For both, the common agency was Dentsu who walked away with the ‘Green Agency of the Year’ trophy. Aircel was the clear leader as the ‘Green Advertiser of the Year’. Idea and Nokia shared the Green Brand of the Year Gold for ‘Save Paper – Use Mobile’ and ‘Planet Ke Rakhwale – Mobile Recycle’, respectively. The Green Brand Award was judged in consultation with TERI, the Knowledge Partner.

The eminent panel of judges was led by Sam Balsara as the Chairman of the Judging Committee who got a fine mix of practicing Creative Heads as well as some Ex Creative Heads who today work in the area of conservation and developmental work. The judges were: Mr Bobby Pawar – Mudra, Mr B Ramnathkar – Umbrella, Mr Gangadharan Menon – Ex Creative Director now Wild Life Photographer & Activist, Ms Lynn de Souza Lintas Media/Animal Activist, Mr Russell Barrett – BBH, Mr Saumya Sen Ex Creative Director now Developmental Filmmaker/Activist, Mr Sumanto Chattapadhyay – O&M.

The Awards Tally:

RADIO SILVER (No Gold)

AGENCY: MUDRA COMMUNICATIONS

ADVERTISER: SANCTUARY ASIA

TITLE: AKHBAAR

OUT OF HOME JOINT SILVER (No Gold)

AGENCY: DENTSU

ADVERTISER: AIRCEL

TITLE: SAVE OUR TIGERS

AGENCY: FCB DRAFT ULKA

ADVERTISER: ZEE ENTERTAINMENT

TITLE: ENVIRONMENTAL DAY

DIGITAL SILVER

AGENCY: TRIBAL DDB

ADVERTISER:  IDEA

TITLE: USE MOBILE, SAVE PAPER

DIGITAL GOLD

AGENCY:  WEB CHUTNEY

ADVERTISER: MAKEMYTRIP.COM

TITLE: AMAR PREM

EVENTS GOLD (No Silver)

AGENCY: DENTSU

ADVERTISER: TOYOTA KIRLOSKAR MOTORS

TITLE: GREENATHON 2

PRESS UNRELEASED JOINT SILVER (No Gold)

AGENCY: INTER PUBLICITY

ADVERTISER: GREENPEACE

TITLE: STOP DEFORESTRATION

TITLE: GET BACK TO NATURE

PRINT PRODUCTION  SILVER

AGENCY: CHAOS DESIGN

ADVERTISER: GAIA ENERGY

TITLE: PRESERVE, PROTECT…

PRINT PRODUCTION  GOLD

AGENCY: DENTSU

ADVERTISER: AIRCEL

TITLE: SAVE OUR TIGERS

PRESS : CONSUMER PRODUCTS & SERVICES  SILVER

AGENCY: UMBRELLA DESIGN

ADVERTISER: TIMES OF INDIA

TITLE: ECO FRIENDLY GANESHA – SARVAJANEK GANESH MANDAL

PRESS : CONSUMER PRODUCTS & SERVICES  GOLD AWARD

AGENCY:  UMBRELLA DESIGN

ADVERTISER: TIMES OF INDIA

TITLE: ECO FRIENDLY GANESHA – THE SUN’S LIGHT.

TV CONSUMER PRODUCT & SERVICES  SILVER

AGENCY: MUDRA COMMUNICATIONS

ADVERTISER: IAA/TERI

TITLE: LIGHT A BILLION LIVES

TV CONSUMER PRODUCT & SERVICES  GOLD

AGENCY: JWT

ADVERTISER: NATIONAL GEOGRAPHIC

TITLE: JADUGAR

PRESS CORPORATE  JOINT SILVER (No Gold)

AGENCY: DENTSU

ADVERTISER: AIRCEL

TITLE: SAVE OUR TIGERS

AGENCY: MUDRA

ADVERTISER: LAVASSA

TITLE: WHY WORK AT ONE END

TVC CORPORATE  SILVER AWARD (No Gold)

AGENCY: DENTSU

ADVERTISER: AIRCEL

TITLE: SAVE OUR TIGERS

CAMPAIGN OF THE YEAR  SILVER

AGENCY: LOWE WORLDWIDE

ADVERTISER: IDEA

TITLE: SAVE PAPER, USE MOBILE

CAMPAIGN OF THE YEAR  GOLD

AGENCY: DENTSU

ADVERTISER: AIRCEL

TITLE: SAVE OUR TIGERS

GREEN BRAND OF THE YEAR JOINT GOLD

IDEA

NOKIA

GREEN ADVERTISER OF THE YEAR

AIRCEL             (45 points)

(Second and third position: Idea 35 points, NOKIA  20 points)

GREEN AGENCY OF THE YEAR

Dentsu             (55 points)

(Second and third position: Mudra Group 20 points, Umbrella Design 15 points)

POINT SYSTEM: 5 points for Silver and 10 points for Gold. For Campaign of the Year and Green Brand of the year, the scoring was 10 for silver and 20 for gold.

Olive Crown Green Hungama Contest – for young Indians. IAA in collaboration with hungama.com ran an innovative contest on the internet. Within six working days, that too during the world cup fever, 21 films were posted on line. The age criteria was 30 years and below. These people had to create a green film. Judging criteria was the idea and not the execution. Contestants were allowed to use borrowed footage to create these films that would have to have a powerful idea to bring about a change. This entire contest was created, managed and hosted by hungama.com. Based on the judge’s scores we narrowed down to the five top rankers – which were six films.

Olive Crown Green Hungama Silver (Cash Prize Rs 40,000) – Corsair Films. Title: Staircase.

Olive Crown Green Hungama (Cash Prize Rs 60,000) – Fatima Husain and Rajeev Roy – BBH. Title: Bathing

The trophy and cheque was given to winners on the coveted Abby Awards stage. IAA hopes to complete these films and run it on national television.

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