<FONT COLOR="#FF0033"><B>Goafest:</B></FONT> Levi’s Slim Jeans gets a bagful of metals for JWT

JWT has had a rather good run in 2006 so far. Leading the charge at the AAAI Goafest awards was JWT’s best horse – Levi’s Slim Jeans.

The agency bagged a total of 22 metals, including seven golds, six silvers and nine bronzes. Five of the seven golds were for the Levi’s Slim Jeans campaign in various categories, while the other two golds came for the work on Apollo Tubeless (in the Outdoor: Automobiles, Two Wheelers and Automotive Products category) and Indian Red Cross (in the Press: Public Service and Political Advertising category). The Indian Red Cross entry also bagged a silver in the Outdoor: Public Service and Political Advertising category.

Levi’s Slim Jeans got its five golds in the Film, Outdoor, Press, Film Craft:Art Direction, and Best Art Direction: Print & Outdoor Craft categories (all in the sub-section Textiles, Readymade, Shoes, Watches, Jewellery and Accessories). The entry also bagged a silver in the Film Craft: Exceptional Use of Sound category.

JWT also managed a silver and a bronze each for Levi’s Rivet and Van Heusen, respectively, in the Outdoor: Textiles, Readymades, Shoes, Watches, Jewellery and Accessories category. For Levi’s the honours did not end here. Levi Strauss and Co went on to become the Advertiser of the Year, repeating its showing at the Abby’s, where it secured the same title.

Senthil Kumar, creative director, JWT, says that the Levi’s Slim Jeans campaign is on its way to being universally accepted as a big idea, which has its own implications. Now, the agency will be expected to come up with even better creatives for the brand next time round. Kumar sees that as an opportunity. “It is quite difficult to repeat a phenomenal performance on the same brand, but that’s where the challenge lies. We, at JWT, are looking forward to it,” he says.

That apart, JWT bagged a silver for Mirinda ‘Sucker’ in the Film: Beverages/Dairy Products category. Another of its films for Diamond Trading Corporation (‘History of the World’) bagged a bronze in the Film: Textiles, Readymades, Shoes, Watches, Jewellery and Accessories category and a bronze in the Film Craft: Art Direction category.

JWT also bagged two bronzes for ‘Saints’, its work for the National Association for the Blind, in the Press and Outdoor Public Service and Political Advertising categories.

In the Print, Outdoor and DM Craft category, JWT grabbed a silver for ‘Entrapped’, its entry for Sunsilk under Best Photography: Print and Outdoor, and a bronze for Levi’s Rivet under Best Art Direction: Print and Outdoor.

JWT bagged a silver for ’75 per cent Ideator’, its self promotion entry in the DM: Corporate & Institutional Services/Financial services/Industrial Products and Services category. This entry also fetched the agency a bronze in the Craft: Best Art Direction (DM) category.

In Radio, however, JWT bagged just a single metal – a bronze for ‘Atal’, its radio spot for Spice Telecom.

© 2006 agencyfaqs!