The Young Guns festival held annually in Sydney has, within a short span, become a prestigious international award for creaives under 30. & #BANNER1 & # This year, in the maverick media category, Ambience Publicis has bagged a bronze for its work on Snehi, a Delhi-based organisation that works for the rights of abused children.
The maverick media category is one where an unconventional form of media is used to advertise a brand idea. For example, the seat of a bicycle or, say, the walls in a toilet. In the case of Snehi, the team had made stickers of little girls that had the shape of a key hole placed between their lower limbs. The idea of course, was to disturb the viewers' sense of composure, and boldly put forth the extent of sexual abuse and harassment girls face.
The creative was conceptualised and executed by Ashok Lad and Amitabh Agnihotri.
Commenting on the performance of the agency, Pushpinder Singh, national creative director, Ambience Publicis, who incidentally was a judge at the festival this year, says, "The volume as well as the quality from India left no one in doubt about the creative prowess of our emerging stars. For me, it was doubly satisfying to see Ambience emerge on top and we hope we can continue this performance in the years to come."
A bronze is not all to Ambience Publicis' credit. The agency has also bagged two finalist nominations for its work on Western Union Money Transfer in the print single and print campaign categories. These ads have been created by Vinayak Gaekwad.
agencyfaqs! readers would recall that RMG David's Nests had also won a bronze at the Young Guns award festival. The innovative hoarding done for WWF-India was won in the 'Outdoors: community service and charity' category. Thus, the Indian tally at this recently concluded award show was two bronze metals and two finalist nominations.
This year, the Young Guns received entries from 59 countries across the globe. Alex Bogusky of Crispine Porter Bogusky, who is better known for his campaigns on the car brand Mini, chaired the jury. The print jury was chaired by Nick Worthington of Publicis Mojo, New Zealand.
The Young Guns Awards aims to be the Cannes for young creatives - providing a forum to express their talent, but more importantly, on a level playing field.
Michael Kean, one of the directors of Young Guns, in an earlier article, had stated that one of the reasons for creating Young Guns was to give the young creatives an equal opportunity. He had said, "Because of the high cost to enter the major awards, it's the well established, and generally older guys who win them. Young creatives need a stepping stone..."
The other two directors of Young Guns are Jason Williams and Kristian Barnes.
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