JWT seems to be on
a creative high these days. Recently, the agency scored accolades at the Young Guns Awards. Now, JWT, Mumbai, has had two of its TVCs short-listed for the New York Festivals, 2006.
The first film, 'The Acrobat', made for Hungama TV, has been short-listed in the 'Media Promotion: Broadcast' category. Made by Senthil Kumar and Amarnath Bannerjee, the film is about the rehabilitation of street children.
Shortlisted in the 'Best Animation' category is JWT's 'History of the World', a 90-second animation film on the 200 crore year journey of the world's most famous diamond, the Kohinoor, created for the Diamond Trading Corporation (DTC). The credit for this film goes to Senthil Kumar and Hital Pandya.
Senthil Kumar, creative director, JWT, Mumbai, describes the two creatives thus: "The DTC film is based on the insight that a diamond is forever, that it lives beyond the life of its owners."
'The History of the World' is an animated story about the Kohinoor diamond, which begins in a prehistoric volcano near Golconda in South India, and its journey to the first ever recorded owner, Mahlak Deo, the king of Malwa in 1305. The film traces the Kohinoor's journey from the Mughal dynasty, the Persian Empire, the Sikh rulers and, finally, the Tower of London, where it is on display today.
Kumar adds, "The animation style used in the film has been inspired by ancient Indian cave art, simple lines with dramatic punctuation to illustrate the high points."
Speaking about the second film, Kumar remarks, "The creative idea for the Hungama TV ad was born out of the insight that every child shows signs of what she might become in the future."
'The Acrobat' features a nine-year-old girl performing acrobatic stunts on a tightrope before a crowd while her little brother drums on a steel utensil. After the performance, she jumps off the tightrope and goes around begging for money from the onlookers using the same steel plate. As people drop old notes and coins onto her empty plate, the Olympic gymnastics commentary is heard and one sees the typical gymnastics score card: 9.6, 10, 9.8, 9.7, 10, 10. The TVC concludes with the message: 'Every child has a future. Join the Hungama TV initiative to rehabilitate street children.'
For the record, the New York Festivals are more than 50 years old. The awards honour excellence in creative communication worldwide. In addition to the original†'Film and Video' category, the following†have been added recently:†'TV Programming and Promotion', 'Radio Programming and Promotion',†'TV, Cinema and Radio Advertising', 'Design, Outdoor and Print Advertising', and 'Interactive Online Communications'.
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