afaqs!

TapRoot and Contract Advertising win at Intercontinental Advertising Cup

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | March 17, 2011
The Cup is awarded to creative work that is selected as the best from the ones that win at AdFest, FIAP, Golden Drum and ADC*E.

TapRoot India and Contract Advertising have added feathers to their caps with their work being adjudged winners at the Intercontinental Advertising Cup (ICAC).

Having won at various awards shows worldwide, TapRoot's campaign for Conqueror Papers and Contract's work for Sanctuary Magazine bagged the honours.

Established in 2007, ICAC is represented by regional advertising festivals - Asia-Pacific's AdFest, Ibero-American FIAP, New European's Golden Drum and Art Director's Club of Europe (ADC*E). Shortlisted entries from these participating regional festivals gain exclusive rights to enter into the intercontinental advertising selection.

All The Cup finalists are pre-selected by regional juries whose members come from regional festivals. Ex-Leo Burnett chief has developed the judging process creative officer, Michael Conrad.

The Conqueror Papers campaign has already won much acclaim, winning a gold and a silver at Cannes, and also made its mark at other shows such as Clio, Spikes Asia and AdFest. The campaign won The Cup in the Best of Admaking category (Best of Craft).

In the campaign, colourful sheets of papers were rolled up on a board, capturing the various facets of India. No technology was involved in this one.

"It was very important for India to make our mark in these categories as craft is an important part of each and every ad - be it any medium. Though we have done far better than what we were in the area of craft, I feel, barring a few pieces of work, we do not insist on detailing when it comes to craft," says Santosh Padhi, chief creative officer and co-founder, TapRoot India.

"More and more of our ideas are losing on craft, while the world is producing some other level of craft every year, which we helplessly adapt. I am happy to contribute in an area that makes the country look good on a global platform," he adds.

Raj Nair, regional creative director, Contract Advertising, says, "Needless to say, I am totally ecstatic. The New National Animal work beat competition from Auckland, Mexico, Sydney, Brazil and Tel Aviv. So it is really a big deal!"

The New National Animal campaign, done for Sanctuary Magazine, won in the Products and Services category (Best of Public and Private Services).

"The campaign is a satirical comment on the state of the Indian national animal - the tiger - and how we should look to replace it by voting in a new national animal," says Nair.

In the campaign, people were asked to vote for the rat, goat, donkey or monkey as the new national animal of India. The virtues of each were highlighted on the website (www.newnationalanimal.com), where one could vote if convinced.

The campaign won a nomination at the Cannes Lions 2010, a bronze and two silver metals at Spikes Asia 2009 and at AdFest 2010.

Besides the two campaigns, other Indian work shortlisted for The Cup included BBDO India's much awarded Gillette (Women Against Lazy Stubble) campaign, JWT India's Street to School campaign for Balwadi Night School, RMG Connect's campaign for Fuji Film, Ogilvy Gurgaon's Stamps campaign for India Post, and TapRoot India's radio campaign (Gargling) for Nirma Shudh salt.

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