The campaign marking the onset of the 12th edition of Goafest, was recently unveiled, under the theme, 'Gods of Advertising'. The campaign has been conceptualised and designed by FCB Ulka in line with grandeur of the festival, where the gods come together, celebrating the gods within us.
Under the campaign, the Gods of Advertising have been depicted like the Greek gods, to give the entire campaign a unique identity. The campaign is built on clever canvas paintings of Greek gods with a subtle integration of the elements of their times. The art purely showcases ancient Church art style that can also be seen in the design and the font. Everything together shows the grandeur and antiquity of the festival, lending strength to the theme.
Commenting on the occasion, Ashish Bhasin, chairman Goafest 2017 and vice president AAAI, says in a press release, "Goafest 2017 is going to be at a level it has never been before and the campaign announcing that, Gods of Advertising, designed by FCB Ulka, has captured the feel very well. Goafest is about the Industry coming together and celebrating Creativity, sharing bonhomie within the industry participants and learning from experts, not just from our industry but from other fields as well, at a global scale. This year we have introduced several new initiatives, which will add to a lot of excitement and I thank and congratulate FCB Ulka for kicking off South Asia's largest festival of advertising with a beautifully crafted campaign".
Shedding light on the premise of the campaign, Mahendra Bhagat, national creative director, South, FCB Ulka, says in a press release, "'Gods of Advertising' as a phrase is something we hear often in the advertising industry. Goafest is a fun event, that's given. But we wanted to talk about it being an enriching event too. Which is why, we directed our communication to the youngsters, telling them that the who's who of advertising will surely be there - imparting knowledge and sharing ideas and an event that you surely can't afford to miss."
He adds, "What I particularly like about this campaign is the treatment that's given by our young creative team. Instead of repeating the typical imagery that's associated with Goa, they thought of recreating these old frescos you see in some of the churches. Very distinct and very relevant. So, even though, it's western in its content, it's a little Indian in its outlook and execution".
FCB Ulka is creating promotional posters, mailers and Press communication for Goafest 2017. The first leg the campaign kicks off with a series of promotional content highlighting the god of various divisions of advertising. Each of the gods have been given a name and their specific characteristics and inviting people to not miss it, because even the Gods won't give it a miss.