Sign up for afaqs! Newsletters
<FONT COLOR="#FF0033"><B>Cannes 2006:</B></FONT> Gold lion comes JWT’s way for Levi’s Slim Jeans
The gold lion was won in the Press category. Other winners in this category include O&M and Leo Burnett, with a silver and a bronze lion, respectively
The Levi’s Slim Jeans campaign made by JWT is working its wonders at Cannes, too. The campaign, comprising five ads titled ‘Slim Figure’, has bagged a gold lion in the Press: Clothing, Footwear & Accessories category.
“JWT’s rocking!” is all that Senthil Kumar, creative director, JWT, Mumbai, had to say when agencyfaqs! contacted him at Cannes about the win. He also said that as per sources at Cannes, JWT had been on the verge of winning the Grand Prix, but missed it by a small shot.
Apart from JWT’s gold, O&M won a silver lion for its magazine ad for the IAPA (Indian Association for Promotion of Adoption and Child Welfare), titled ‘Bed’, in the Press: Public Awareness Messages category. Leo Burnett scored a bronze for Maneland Jungle Lodge. The two ads, ‘Receptionist’ and ‘Waiter’, were entered in the Press: Travel, Transport and Tourism category.
Cyber Lions, however, didn’t fetch India any metal. Tribal DDB’s work for Times Jobs was the sole short-listed entry from India in that category.
O&M’s magazine ad for IAPA, ‘Bed’, was in the form of a double spread and had a child’s picture with an acetate sheet in between. The child is first seen sleeping on the streets. As the sheet is turned over to the left, the street background is replaced with a comfortable bed, and the boy is seen on the bed. Thus, the message to encourage child adoption was conveyed effectively.
One of Leo Burnett’s ads for Maneland Jungle Lodge, titled ‘Receptionist’, had the image of a receptionist with her arm chopped off. The other one, titled ‘Waiter’, showed a hotel waiter with his ear chopped off in a gruesome manner. The tagline went on to explain that you can’t get closer to the jungle than this.
Now, everyone’s eyes are on the Film category, the results of which will be announced on Saturday. It is to be seen whether Levi’s ‘Slim vs Slim’ will work its magic there as well.
The Press category at Cannes saw 24 entries from India short-listed this year. Out of these, six were from JWT (five for Levi’s Slim Jeans and one for Apollo Tyres), six from O&M, two from Leo Burnett, three each from Ambience Publicis, Grey Worldwide and McCann-Erickson, and one from Contract.
© 2006 agencyfaqs!