Cannes 2010: It's a Renaissance for Print and a great day for India

By Prajjal Saha , afaqs!, Cannes | In Advertising | June 24, 2010
India has bagged two gold, two silver and two bronze awards in the Press Lions. RMG bagged a gold campaign; Taproot a gold campaign and solo silver for Conqueror; Leo Burnett a silver for Tide, and Bates and Mudra a bronze each

It's been a lucky day for the Indian contingent in Cannes. After a slow start over the first two days, India is back in the reckoning with two Gold, two Silver and two Bronze Lions. Since Tuesday evening, the Palais De Festivals was abuzz with speculation that there would be good news for India in Press, which is among the most prestigious categories.

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The truth unfolded on Wednesday morning. Taproot India got its first gold and also a silver for its Conqueror Papers campaign; while RMG, a JWT company, got the second gold for India. Leo Burnett continued on a winning spree with Tide, and won a silver. Mudra DDB and Bates 141 also bagged a bronze each.

In the Conqueror Papers campaign, papers were rolled up on board colourfully, that too without any technological help, capturing the various facets of India. This one also won at the Clios this year.

Mark Tutssel, chief creative officer, Leo Burnett Worldwide, and the jury president of the Press Lions, says, "It was a highly magnetic and exquisite piece, created with full detailing and quality, which Santosh (Padhi) has been known for. It dramatised the essence of the brand." Tutssel applauded Padhi as one of the best art directors of the world.

"When hundreds of entries are lying on the floor, waiting to be judged; great work holds it hands up to get the attention. This was one such piece of work," Tutssel says.

This year, the Press Lions saw 4,820 entries, of which 395 were shortlisted. Twelve gold, 21 silver and 39 bronze metals have been awarded in this category.

Tutssel commented that expectations from India are always very high, as it has a history of doing some great work in Press.

The second gold for India came for RMG's Fujifilm campaign. Tutssel says, "It was a visual drama around the product benefit, which invited the reader to participate in a conversation. It was the power of words and pictures coming together."

According to Tutssel, the Tide campaign was a humble print ad in a fresh new way, and loved by the jury. "It was beautiful in its simplicity and a highly innovative one," he remarked, adding that "Winning a silver is also tough in this category."

This year, according to the jury, was a Renaissance for print. "We were looking for work that could not only catch people's imagination, but also inspire the industry."

On Wednesday morning at the press conference, it was announced that the Grand Prix in the Press Lions category was awarded to Ogilvy Mexico for the Scrabble campaign comprising three ads, Abraham, Efren and Otto. However, in a sudden development later in the day, it was announced that the Grand Prix title had been withdrawn, because the agency had entered the same campaign last year.

The 2010 Press Grand Prix has now been awarded to AlmapBBDO São Paulo, Brazil for the Billboard campaign, comprising the ads, Bono, Eminem, Amy, Britney and Marilyn.