Every advertising agency likes to be recognised and awarded for its great work. However, most of the large agencies dominate the traditional awards. That is why afaqs!, in the year 2015, launched Foxglove Awards to give an opportunity to agencies less than 12 years old to express themselves creatively.
The third edition of Foxglove Awards was held in Mumbai's Four Seasons Hotel, Worli, on May 18. During the event, Gaurav Kanwal, head - SMB, Digital Media, Adobe India and Abhishek Mukherjee, creative evangelist and senior solution consultant, Adobe India presented a session on 'How to create content that makes your business stand out'.
The entries for this year's Foxglove awards, were broken up into eight categories and about 31 sub-categories. Since the idea was to identify national as well as regional champs, agencies could also apply for either geography.
The entries were first vetted by a 17-member jury before being cleared for final review by a Grand Jury made up of Ashwini Deshpande (Elephant Design), Josy Paul (BBDO India), Jyoti Kumar Bansal (PHD India), KV Sridhar (HyperCollective), Nabendu Bhattacharyya (Milestone Brandcom), Priti Nair (Curry-Nation), Russell Barrett (BBH India), Sameer Pitalwalla (Culture Machine), Arun Iyer (Lowe Lintas) and Manish Bhatt (Scarecrow Communications).
On the occasion, a limited-edition book, Foxglove Showcase 2017, which contained all the winning entries, was also released. "I am delighted that 123 young ad agencies, design studios and production houses participated in Foxglove Awards 2017. Though only three years old, Foxglove is already among the most popular advertising awards in India," says Sreekant Khandekar, co-founder and Director, afaqs!
BBH ruled the night with 10 national awards - five gold, two silver and three bronze awards. BBH's success was driven primarily by its client, Abott Healthcare.
Jossbox went on to win a gold, a silver and a bronze each. Arm Digital won a gold and a silver award whereas Milestone Brandcom won a gold and bronze award. Bang in the Middle went on to win a gold award.
Happy mcgarrybowen went on to win four silver and two bronze awards. Culture Machine won a silver and bronze award. Tree design won three bronze metals.
As for the remaining winners, a silver went the way of each, The Brand Brewery, Liqvd Asia, Boring Brands, Wat Consult and Humour Me. The agencies which won a bronze metal each were Tribes Communication, Interspace Communication, Pulp Strategy Communication, Pocket Aces Pictures, Infectious, Tinacca Media, Tonic Media, Chimp&Z and Grapes Digital.
Going by Category
In the Brand Activation category (sub-category: Brand activation & promotion), Milestone Brandcom won a gold for Airtel's 'Airtel Open Network' campaign.
Under the Content Marketing category, arm digital won a gold (sub-category: Strategy) for TE-A-ME's 'Trumping Donald - Tea For Trump' campaign. Bang in the Middle won a gold (sub-category: Strategy) for Inox Leisure's 'Yoga with Inox' campaign.
BBH India won five gold awards, out of which, three were for Abott Healthcare's 'Abbott Live Radio Spots' campaign. The first gold was won in the Content Marketing category (sub-category: Content). The other two gold metals were won in the Digital category under two sub-categories (Brand Integration - Short format 0-5 mins and Digital Brand video).
BBH India won two more gold metals in the Digital category for Coverfox's 'Videobomber' campaign under two sub-categories (Creative Use of Social Media and Online Integrated Campaigns).
Jossbox won a gold metal in the Digital category for 'Rise Legs' campaign under sub-category: Website/Microsite.
In the regional awards, Happy mcgarrybowen took home nine metals (two gold, five silvers and two bronze) followed by Liqvd Asia with seven awards (two gold, three silvers and two bronze). WATConsult went on to win four gold metals followed by tree design with three metals (one gold and two silvers). Be the Bee com Designs and Tinacca Media won two metals each (one gold and one silver). Milestone Brandcom and Plainspeak won two metals each (one gold and one bronze). Infectious won two gold metals. Tag Vinnatti won a gold award.
Going by Category
Under the Ambient Media category, (sub-category: Traditional billboards), Infectious went on to win a gold for DNA's 'More you know, more you become' campaign.
In the Brand Activation and Promotion category, Milestone Brandcom went on to win a gold for Airtel's 'Airtel Open Network' campaign.
In the Content Marketing category, (sub-category: Content) Infectious once again went on to win a gold for DNA's 'More you know, more you become' campaign. Liqvd Asia won a gold for Legrand's 'Come Home To Pujo - India's First Instagram Microsite' campaign (sub-category: Strategy). WATConsult won a gold for Godrej Appliances' 'Flaunt to Feed' campaign (sub-category: Strategy). Be the Bee com Designs won a gold for ROLEX's 'ROLEX SALE' campaign (sub-category: Strategy).
Under the Design category, Tag Vinnatti won a gold for Sambar Pub & Kitchen's 'Sambar Brand Identity' campaign (sub-category: Corporate Brand Identity). Plainspeak too won a gold under the same category, (sub-category: Posters) for SP Fort Hospital's 'Mother's Day' campaign.
In the Film category, (sub-category: Casting), Happy mcgarrybowen won a gold for Preethi's 'Preethi - Life Long Free Service' campaign.
In the Digital category, WATConsult went on to win three golds. Two awards were for Himalaya Drug Company's 'Muskaan' campaign under two sub-categories (Creative Use of Social Media and Online Integrated Campaigns). WATConsult won its third gold award for Himalaya Drug Company's 'Hate the Pimple' campaign (sub-category: Creative Use of Social Media).
Happy mcgarrybowen won a gold for Ola's 'Ola - #SpeakIndian' campaign (sub-category: Digital Brand video). Liqvd Asia once again won a gold for Legrand's 'Come Home To Pujo - India's First Instagram Microsite' campaign (sub-category: Website/Microsite).
There was a special award given to HS Ad India for 'Most Innovative Use of Adobe Suite'.