O&M’s outdoor entry for ‘Jaipur Foot’ strikes gold at OBIE’s

O&M India has secured a gold at the 64th OBIE awards organised by Outdoor Advertising Association of America (OAAA) for its entry ‘Jaipur Foot’ made for Bhagwan Mahaveer Vikland Sahayata Samiti. This metal was bagged in the International: Series campaign category.

O&M competed with its own sibling, David, whose entry ‘Trees’ made for World Wildlife Fund (WWF) also made it to the finals in the same category. This one made use of ambient media, and had trees painted with the pattern of animal skins on them (thus driving home the point that trees too are living forms).

The Jaipur Foot campaign, on the other hand, made use of print and outdoor media, and was created by Ashish Pathak, Aarti Desai, Abhijit Avasthi, Anup Chitnis and Rensil deSilva of O&M.

For the uninitiated, the Jaipur Foot is a specially designed artificial limb meant to help disabled people regain their independence, at almost no charge. This effort was undertaken by Bhagwan Mahaveer Viklang Sahayata Samiti (BMVSS), a non-profit organisation established in 1975.  

The hoardings showed a child’s photo clicked till mid-thigh level. Jutting out below each leg are two supporting bars with the message, ‘Help someone stand tall again. Call 0091-141-2568661’.

Pratap Bose, who has spent years in the outdoor business and who will soon take over as O&M’s CEO, remarks, “This win is a classic example of simplicity executed exceptionally well.”

For the record, the OBIE Awards is one of the oldest and among the most sought after-awards for creative excellence in the world of outdoor advertising. The OBIE awards recognise excellence in the medium, and are among outdoor advertising’s greatest honour awarded by the OAAA (Outdoor Advertising Association of America) that has been dedicated to promoting, protecting and advancing outdoor advertising interests since 1942.

© 2006 agencyfaqs!