<FONT COLOR="#FF0033"><B>Countdown to Goafest:</B></FONT> JWT bets on its best horse – Levi’s Slim Jeans

It was one campaign that helped JWT move up the ladder in the awards tally at the Abbys this year. The Levi’s Slim Jeans campaign got JWT the maximum number of metals at the Abby Awards 2006.

“Yes, it’s JWT’s best horse!” exclaims Senthil Kumar, associate vice-president and creative director, JWT India.

It was not just at the Abbys. The ‘Slim Figure’ campaign created by JWT for Levi’s Slim Jeans has won metals left, right and centre at many awards shows lately. The winning spree started with a YoungGuns International bullet, followed by five finalists and a Bronze at the Asia Pacific Advertising Festival, and two Golds and three Silvers at the Abbys.

For the AAAI Goafest, the ads for Levi’s Slim Jeans have been entered in the Film, Press and Outdoor categories. The campaign features artfully designed red tabs on stick figures, thus bringing out the ‘slim’ feature of the jeans.

JWT is also pinning its hopes on its commercial for Mirinda (‘Leave Nothing Behind’) entered in the Beverages/Dairy Products category. “This TVC uses dramatic visual language to communicate the thirst for a Mirinda,” Kumar explains.

Another entry that JWT is betting on is the Sunsilk ‘Messy Hair’ ad in the Press: Personal Toiletries, Cosmetics and Perfumes category. This ad shows a woman’s face trapped under the messy tangle of her own hair (which appears to be like a cobweb), with a headline in fine print that says, ‘Entrapped by messy hair?’ and the Sunsilk logo below that. The ad made it to the cover page of the January issue of the internationally acclaimed magazine, ‘The Archives’ (which the agency claims to be the first in Indian advertising history).

Then, of course, there’s the ad for Indian Red Cross, ‘Give’, which again has proved to be a magnet for metals. The ad, which has been entered in the Press and Outdoor Public Service categories, was awarded a Silver Lion at Cannes last year, a Silver at the Asia Pacific Ad Fest, and two Golds at the Abbys 2006.

In addition, JWT has sent in its work for National Association for the Blind, titled ‘Saints’, in the Press: Public Service and Outdoor: Public Service categories. The ads have well-framed photographs of what appear to be saints, but on closer inspection, one sees the names of regular people written across the photos, such as Balbir Singh or Suresh Nair (with the prefix ‘St’ written before their names). The copy reads, ‘We are Saints in the Eyes of the Blind’, thus explaining that these are regular people who have decided to pledge their eyes.

In the Outdoor: Food Including Seasonings/Confectionery. Snacks category, JWT has entered its work for Pizza Hut Extra Cheesy Pizzas. The ad features a real pizza slice in a typical mouse trap, and was a finalist at Cannes last year.

The direct marketing category too has quite a few nominations from JWT, chief among which is JWT’s self promotion creation, called ’75 % Ideator’, to signify JWT’s 75 years of completion.

Other entries from JWT include the ‘Travel like a Maharajah’ campaign for Air India, the Rin ‘Blinding Whiteness’ press ad and poster, the DTC Diamond Season press campaign, and some radio work for Spice telecom, Saridon and Sunsilk.

© 2006 agencyfaqs!