afaqs!

A hat trick for India at the One Show

By , agencyfaqs!, Mumbai | In Advertising | May 09, 2008
India has won three golds for the first time in the Design One Show, one each by Leo Burnett, O&M and Rediffusion. O&M has won a Bronze Pencil

The One & #BANNER1 & # Club, a nonprofit organisation that awards advertising excellence, has announced the finalists for all its awards categories and the winners in a few categories. For the first time, India has won golds, for the One Show Design, and that too three at a go.

The One Show finalists include Leo Burnett, which has received four nominations, all for Luxor Writing Instruments, in various categories. Rediffusion, too, has four finalists. Three of them are for Sugar Free Ants, a campaign that was created for Zydus Cadila. The other finalist is The Birds for Amway.

O&M received the most finalists - five in all. It has two finalists for Videocon Industries in the Radio category; one for HSBC's Swimming Pool in the Innovative Use of Advertising category; one for Glaxo SmithKline's Stomach in the Posters category; and one for IBM's Words campaign in the Small Space Print: B&W or Colour: Less than a Page - Single category.

JWT and Meridian Communications both have a finalist each.

O&M New Delhi has won a One Show Bronze Pencil for the Glaxo SmithKline Stomach posters. The posters, created for Eno, show the silhouette of a human stomach and within it a chicken. Inside the chick is a lizard and inside the lizard is an insect. The bottom of the poster shows the Eno logo.

Abhijit Avasthi, executive creative director, O&M, says, "It is a great feeling when we are the only agency to have won from India." The agency won silver pencils quite a few years back for its work for the Cancer Patients Aid Association.

Among the Design finalists, O&M has five: three for WWF's Plant More Lives in the Public Service/ Non-Profit Educational category; and two for Glaxo SmithKline's Stomach and Bubble in the Collateral Design: Posters - Campaign category. Stomach won a Design Gold Pencil.

Of the Design awards, Avasthi says, "I think it is a different way to look at art. Whether art has been carried out through illustration, typography or photography, if the boundaries of art have been pushed without losing sight of the idea, then I think it will qualify for a design award."

Leo Burnett has a finalist for Luxor Highlighters and it has won the Design One Show Gold in the Collateral Design: Posters - Campaign category. "Luxor has picked up several awards for us, including the Grand Prix at the GoaFest this year," says Russel Barret, creative director, Leo Burnett. "For a design nomination, the idea first needs to catch the eye and then the execution should also be great."

Rediffusion DY&R had three finalists. Getty Images' entry, Frames, was a finalist in the Corporate Identity - Single category; Juice Hair's Hairstyles in the Environmental Design - Single category; and Amway India's The Birds in the Collateral Design: Posters - Single category, which also won a Design Gold Pencil. Illustrated as the Daphne du Maurier tale of the same name, the poster has many birds hovering all over the place - on telephone lines, on lamp posts and all in black. But none are close to the car that is also part of the scene. The poster was created for Amway's car wash.

"It's a first for India to have won a One Show gold and this is a great start," says Sagar Mahabaleshwarkar, chief creative officer, Rediffusion DY&R. The work was created by creative directors Daniel Upputuru and Abhinav Pratiman.

Contract Advertising, Equus Red Cell, Red Lion, Cheil Communications, Euro RSCG and Meridian Communications also have one finalist each.