Mudra Communications has won the International Creativity 34 gold medal for ambient media campaign for ItchGuard and Awards of Distinction for four advertisement entries - DermiCool Snowman (press single),
DermiCool 'Air Conditioner' (POP material), Jade Blue 'Where's Summer?' (outdoor campaign) and Rasna Juicy 'Hiccup'- (TVC).
There were entries from 31 countries and 40 states from all around the world. These winning entries will be featured in the Creativity Annual to be published in 2005.
Creativity Annual is published from the US and features the best work in various categories from the entries it gets from advertising agencies across the globe.
Edited by David E. Carter, the Creativity Annual was founded by Don Barron 40 years ago to improve the level of quality of work done by professionals in the field - not just in New York, but also all over the US, and the world. Creativity Annual receives more than 7,000 entries from across the world (some 31 countries) every year. This is the 34th year, and hence it is called Creativity 34.
ItchGuard, an itch relieving cream's campaign was conceived in an off-beat manner. The campaign used a lateral connect between the 'irresistible urge to scratch on body areas' and the 'irresistible urge to scratch graphitti on walls, trees and other surfaces' by innovative use of outdoor media such as signboards and stickers. The signboards were placed at strategic locations where they caught the public eye, for a fixed period. The stickers were placed behind bus seats.
Commenting on the awards, Rajesh Sonawne, the creative director said, "These are some very culture-specific creatives for brands and categories that are unique to India. This is a victory for the universality of ideas and insights though. My award goes to Creativity 34 - for having the right pair of eyes! The ItchGuard ambient media campaign, which won the gold medal Award enjoys a unique distinction- a unique achievement by Mudra Ahmedabad in the last three years..."
Commenting on the awards, the executive vice-president, Chandan Nath said, "It is a matter of pride to have been awarded a Gold Medal for an ambient campaign. This not only shows us in a different light, but also builds pressure on us to continue surpassing our standards year after year".
© 2004 agencyfaqs!First Published : October 25, 2004