Devina Joshi

Mudra, rmg david, McCann-Erickson to shine in the ‘CA Annual’

Each year, ad agencies look forward to the ‘Communication Arts Annual’, a leading global trade magazine, which publishes the best of creatives across various categories

Indian advertising agencies are on a creative high these days, enjoying increasing popularity and recognition at various prestigious awards functions and publications abroad.

The latest on this list is the ‘Communication Arts Annual, 2005’ (popularly called the ‘CA Annual’), a renowned global trade journal that publishes the best of creatives across various categories. The publication consists of two separate journals – the ‘Advertising Annual’ and the ‘Design Annual’.

Amongst the Indian agencies that have made it to the ‘CA Annual’ this year are Mudra, McCann-Erickson and rmg david.

The advertising fraternity is of the opinion that it is extremely difficult to get selected for the ‘CA Annual’ as the competition is cut-throat, with entries coming in from across the globe.

Mudra has made it to this year’s edition of ‘Design Annual’ for its campaign on ‘Relpipe’. The campaign includes three ads titled ‘Hand Fracture’, ‘Leg Fracture’ and ‘Old Man’. This campaign also won a silver at the Abbys, and a gold at the Outdoor Advertising Awards, 2005.

The outdoor campaign shows a sculpture made out of galvanised pipes, with bandages wrapped around its body parts. The copy goes on to explain how Relpipe’s plastic pipes are leak proof, unlike galvanised pipes. It highlights the ‘worry-free plumbing’ offered by plastic pipes.

The other agency to have made it in the 'Design Annual' is McCann-Erickson, for their poster campaign on Johnson & Johnson's Band-Aid Washproof. The campaign, comprising three ads, 'Fish/camel', 'Scorpion/octopus' and 'Lizard/seahorse', exaggerates on the whole 'wash-proof' offering.

McCann-Erickson has also made it to the 'Advertising Annual' for its 'Burst Bubble' billboard for Wrigley's Big Babol, in the 'poster' category. In fact, McCann-Erickson was selected for the 'Advertising Annual' last year, as well, for its work on Sweetex, titled 'Sagging', in the 'poster' category.

The creative team at rmg david, too, has reason to be thrilled. For the second time in a row, rmg david’s campaign for WWF has been selected for the ‘Advertising Annual’. While last year, it was the ‘Nest’ campaign that made the creative team proud, this time, it is the ‘Painted Trees’ campaign, in the ‘public service’ category. The campaign comprises three ads: ‘White Leopard’, ‘Tiger’ and ‘Spotted Deer’.

Incidentally, the campaign had previously won two awards at the One Show, the ‘Campaign of the Year’ award at the Outdoor Advertising Awards 2005, a gold at the Emvies, and also been selected for the Asia Pacific publication, ‘The Work’.

‘Communication Arts’ is the leading trade journal for visual communications. Founded in 1959, it is the largest design magazine in the world and showcases the top work in graphic design, advertising, illustration, photography and interactive design.

Juried by nine leading creative directors, art directors and writers, the ‘Advertising Annual’ displays 250 pages of the best in consumer and institutional print ads along with posters, television and radio commercials.

‘Design Annual’ also has nine top design professionals on its jury and attracts entries from 20 countries. The journal features the best works in posters, brochures, packaging, trademarks, corporate identity, annual reports, catalogues, letterheads and signage.

The ‘Design Annual’ and the ‘Advertising Annual’ are published every year in the month of November and December, respectively, with 76,000 copies sold and distributed worldwide.

© 2005 agencyfaqs!