Cannes 2009: No win for India; 'Best Job in the World' bags the Grand Prix

The Teach India campaign failed because the jury found it to be a replica of the previous campaign (Lead India). Everything, starting from the layout to the type face, was similar

Teach India could not do it again. Although the jury was unanimous on the statement that the Teach India campaign was an applaudable cause – it was not innovative. It reminded one of the previous year’s Lead India campaign and the jury found similarity in everything, starting from the layout to the type face.

Not only Teach India, none of the other six shortlisted entries from India in the Direct Lions category made it to the metal tally. Indeed a poor performance by the Indian agencies. Leena Basrur, executive chairperson, Direxions Marketing Solutions, who was part of the jury, said that the Indian entries were more of direct response ads rather than direct marketing campaigns.

Besides, quality work has not been entered this year by the Indian agencies. Basrur says, “I did not find many of the work that I had seen back home, which I felt had a chance of winning.”

The Grand Prix winner in this category was an Australian campaign, Best Job in the World, by Tourism Queensland. The campaign was created by Cumminsnitro, Brisbane to revive the islands of the Great Barrier Reef. All that the agency did was to place a simple job ad in print and in job sites. The ad was for a caretaker for the island with a monthly salary of $ 8,800 per month. The campaign targeted the eight key international markets, which includes the US, the UK and India.

The effect snowballed into a phenomenon and some 36,684 people from all over the world applied for the job. The campaign also got a media coverage worth US$ 10 million.

The jury president, David Sable, vice-chairperson and chief operating officer, Wunderman USA, remarked that the campaign won a Grand Prix just because of its simplicity. He says, “What started as a simple recruitment ad started a dialogue between the brand and the consumer. This propelled the snowballing affect.”

Sharing his views on the other entries this year with afaqs!, Sable says, “People often think that just by doing an activity on the web, they will build up a loyalty programme for the brand. However, the reality is that it goes much beyond the use of technology and it’s the consumer understanding and idea which is important.”

He adds that the use of multi-channels also increases the effect of the campaign.

Among the other gold winning entries, one which got a special mention was the TED696 Project campaign created by BMF, Sydney, for Lion Nathan for its beer brand, Tooheys Extra Dry 696. The company made paper bags for carrying long necked beer bottles. So, even the competitive brands would be carried in the paper bag which had the Tooheys branding. “What a style of guerrilla marketing!” the jury said.

Another campaign that bagged a gold was Banner Concerts, where Axion, to promote youth banking, played live concerts inside banner ads. The jury found it to be a brilliant way of connecting with the youth as people wanted to see it again and again.

However, the closest one for the Grand Prix was The Great Schlep campaign by Jewish Council of Education and Research. It was an ethnic, regional and religion based piece of work. The campaign asked young Jews to make The Great Schlep in support of Barack Obama's 2008 presidential bid.