Two awards for O&M, India, at Ad Spot 2006

O&M, India, has won two awards at the 16th edition of Ad Spot Non-Profit, which took place recently in Florence, Italy. The awards have come in for the agency’s work for the Indian Association of Promotion of Adoption and Child Welfare (IAPA), called ‘Adoption’, and for the World Wildlife Fund, the ‘Save the Tiger’ campaign.

One of the ads in the IAPA ‘Adoption’ campaign, a double spread, had a child’s picture with an acetate sheet in between. The child is first seen against the background of a street, then, as the sheet is turned to the left, he is seen sitting in the comfort of a home. The message of adopting a child is thus communicated effectively.

Sumento Chattopadhyay, creative director, O&M, who worked on the IAPA ‘Adoption’ campaign, along with Kunal Sawant, then art director, O&M, and now with Leo Burnett, reveals, “This campaign has won awards at Cannes and the One Show as well this year.”

The WWF ‘Save the Tigers’ campaign had two cheetahs, one a grown animal and the other a cub, with ‘XXL’ and ‘XS’ size tags, respectively, around their necks. The campaign line said, “Fashion claims more victims than you think”. The subtle, but strong, line said it all.

Abhijit Karandikar and Louella Rebello were behind this creative. Initially, the duo had planned on only a visual. The copy was thrown in later to add to the overall effect of the campaign.

The Ad Spot Awards is an international festival, organised in Italy since 1991, with the aim of recognising creativity in social communication and commercial advertising. However, Ad Spot Non-Profit, set up in 1993, is a singular international festival dedicated to social and public communication exclusively, to awarding commitment in the search for creative solutions to effectively sensitise public opinion on social issues.

© 2006 agencyfaqs!