The campaign #MADEOFABBY has been created by Scarecrow Communications and celebrates some iconic brands and the campaigns done for them by some of the biggest names in the industry
BestMediaInfo Bureau | Mumbai | February 23, 2017
Abby 2017 has unveiled its new 2017 campaign called #MADEOFABBY. The campaign celebrates some iconic brands and the campaigns done for them by some of the biggest names in the industry.
Conceptualised and created by Scarecrow Communications, and mentored by Raj Nayak, Ramesh Narayan and team, the premise of the campaign thought is to showcase the large number of the renowned Abby metals won by leading creative agencies over a period of 22 years starting from 1994 to 2016, i.e., DDB Mudra – 207 metals, McCann – 113 metals, Taproot – 67metals, Contract – 183 metals and JWT – 290 metals.
The campaign sees some iconic brand logos recreated using Abby metals. Each image then names the agency that has worked for the brand and lists the number of Abbys they have won from 1994 to 2016, asking the question: ‘Are you made of Abby too?’ The 3D rendering of the images has been done by Cocktail Art Co.
Commenting on the campaign, Ramesh Narayan, Chairman, 2017 Abby Awards Governing Council, said, “Our creative stars, great creative agencies, clients and even the legendary creative brands of our industry, all have a little bit of Abby in them. They have all had a very mutually complimentary relationship. In a sense, they are all #MADEOFABBY. It is this emotion that we have endeavoured to tap into. We are sure that this inspiring and emotive campaign will generate a sense of pride and belonging amongst the entire fraternity towards the Abbys.”
Speaking about the campaign’s intent, Manish Bhatt, Founder Director, Scarecrow Communications, and Member – Managing Committee, The Advertising Club, said, “Showcasing the glory of Abby, last year we articulated our differentiator of Indian-ness which insightfully synced with the current sentiment and mood of our country. Moving towards the next echelon, we have leveraged Abbys’ various other uniqueness over and above the Indianness of the awards.”
Talking about the emotive connect of the campaign, Raj Nayak, President, The Advertising Club, said, “Abbys have played a central and inspiring role in the personal and professional journey of all advertising professionals. The awards have been the single most decisive platform showcasing the strength and value of the Indian advertising industry to the world. With this moving campaign we have set out to take down memory lane every individual and brand that has been touched by the Abbys.”
Client: The Advertising Club
Creative Agency: Scarecrow Communications
Creative Team: Manish Bhatt, Yogesh Rijhwani, Nikhil Kerkar, Gaurav Kumar, Modhurenu Datta, Gaurav Vaswani, Sakhi Shah, Shilpa Potekar, Aniruddha Banerjee, Sagar Pednekar, Niranjan Bombarkar, Mangesh Kasekar
Account Management Team: Mangesh Mulajkar, Diya Sarkar, Gargi Agarwal
Advertising Club Team:
Raj Nayak: President (CEO, Colors Viacom18)
Ramesh Narayan: Chairman of Goafest 2017 Awards Governing Council (Founder , Canco Advertising)
Sapangeet Rajwant: Special Invitee, Managing Committee – The Advertising Club (Head of Marketing, Hindi Mass Entertainment, Viacom18)
COO: Bipin R Pandit
Colors Viacom18 Team:
Vishal Desai: AVP Marketing, Colors Viacom18
Vikram Bansode: Founder, Cocktail Art Co.
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