The award was won in the category of 'Best Idea Never Produced in Print'
Indore-based Deepak Advertising has won the Silver at the 2005 Summit Creative Awards at Portland, USA. The winning entry was designed for the fund drive towards tsunami relief. The ad kept in mind the sensibilities associated with the disaster, and conveyed its message in a subdued though effective manner.
Last year, the agency had won a Silver at the same event for its entry on female foeticide.
According to an agency press release, Deepak Advertising was the first ad agency in India to have used the actual masthead of a newspaper to creatively sell a Daewoo refrigerator. The masthead belonged to the best-selling Hindi eveninger of Indore, Agniban.
The Silver won this year at the Summit Awards has been especially satisfying since it was won under the category 'Best Idea Never Produced in Print'. This, according to the release, says a lot about the uniqueness of the approach adopted by the agency towards communication.
Entries this year were judged by an eminent panel that included among others, Ilan Geva (Principal, Strategy and Beyond, USA), Lance Ford (Director of Creative Services, aijalon, LLP, USA), Jeff Fisher (Engineer of Creative Identity, Jeff Fisher Logo Motives, USA), Kathleen C. McCulloch (Ph.d, Social Cognition Research Scientist, New York University), Craig Medwyduk (Art Director, Guppy Graphic Design, Canada), Trent Penfold (Senior Art Director, A/D, Australia), Tom Roy (Exe. Director, Corporate Communications, Promoseven, McCann Network, Dubai ) and Hal Hodgson (The Marketing Deli, USA).
This year too, the award show saw a record number of participating countries – Australia, Canada, England, the US, New Zealand, India, Hong Kong, Singapore and Israel, among others.
Deepak Jetha, the agency's proprietor, credited Sachin Upadhyay for the ad concept, Mh.Wahid Khan for design and Ashwath Ramachandran for copy. Jetha said it was the agency's culture that gave birth to great ideas, enabling regional agencies to compete with the best in the world. “It is a culture that is not only being nurtured but aggressively promoted increasingly among our clients,” he added. © 2005 agencyfaqs!