Out of the 32
Indian entries which made it to the finals at The One Show held at New York, five have won metals. The One Show is a premier international advertising competition recognising creative excellence in advertising
O&M, which had 12 entries as finalists, bagged three metals (one silver and two bronzes). Everest bagged a silver and Rediffusion DY&R won a bronze.
O&M, Mumbai, got the silver for 'Adoption', the work it did for the Indian Association for Promotion of Adoption and Child Welfare (IAPA) in the Newspaper/Magazine Campaign category. One of the ads in the 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 his home. Thus, the message to encourage child adoption was conveyed effectively.
The other win for O&M was a silver in the Public Service Collateral category. The agency's Delhi branch won this for its work for ORBO ('Organs'). O&M, Delhi, came up with innovative T-shirts to promote awareness about organ donation. The heart, liver and kidneys appear in the appropriate area of the T-shirt when worn.
O&M won another bronze for its work on the brand and corporate identity design for C Roy ('Private Detectives'). The card the agency created for C Roy had the detective's contact details engraved on it, which were visible only after you rubbed a pencil on the surface.
Everest won a silver pencil for the ad it created for the Cancer Patients Aids Association ('Graveyard') in the Outdoor - Innovative category. The ad had a poster that looked like a graveyard covering the ceiling of a smoking zone.
Rediffusion had four finalists. It won a bronze pencil for 'The Midland Bookshop' campaign in the Direct Mail category. The campaign had a series of three little books, which tell stories of people who made it big after reading books.
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