Prasoon Joshi, regional CD, South & South East Asia, McCann-Erickson, is vacationing at the moment. & #BANNER1 & # So everything can wait. Well, almost everything... except for this piece of good news.
The agency was been awarded two golds, one bronze and a merit certificate at the Design & Print Advertising category of New York Festivals 2004.
While one gold is for the 'Sweetex banner' done for Boots Piramal, the second gold is for a direct mailer on breast cancer done for a Lucknow-based cancer institute. Incidentally, the Sweetex banner ad had also won a gold at the Abby Awards 2004. The bronze and the merit certificate have been awarded for the 'refreshing bath' press ad for Coke.
While Joshi feels happy about the win, he draws the attention to the issue of discriminating between awards. "No award show is big or small. An award win motivates and boosts the morale of the team. But let me also add that 'winning' comes only after the success of a campaign. The campaign has to be a success first, and if that campaign wins an award subsequently, it, of course, is an icing on the cake."
The one particular win that Joshi is especially elated about is the direct mailer. "The concept is very nice. We basically had to drive home the point that breast cancer is hereditary. So, in order to communicate the message, we used Matryoshka, the Russian nesting doll (or the nested doll, stacking doll) wherein each doll had a hole in place of one breast. Every doll that emerged from the other had a hole, and the last one had a small slip in the hole that mentioned, breast cancer was hereditary and a simple check up would do no harm."
When some of the other agencies nominated at the NY Fest were contacted, agencyfaqs! was informed that the judging process was underway and that they had not received any intimation. Even the NY Fest website had a note saying: "Judging now in progress."
So, until agencyfaqs! gets to tell you some more good news of Indian agencies winning metals at NY Fest, let's all rejoice at this year's first Indian win at New York Fest. Shall we? © 2004 agencyfaqs!