What's unique about this year's Media Lions category is that only the media agencies have scored, though the creative agencies received quite a few nominations. Lodestar UM has won a gold lion in Media and the first one for India, this year. Besides, another media agency Maxus, has also won a silver lion in Media for its campaign on Tata Sky.
What's unique about this year's Media Lions category is that only the media agencies have scored, though the creative agencies received quite a few nominations.
Lodestar UM has won a gold lion in Media and the first one for India, this year. Besides, another media agency Maxus has also won a silver lion in Media for its campaign on Tata Sky. The creative agencies shortlisted for media lions are BBDO India, Contract and McCann.
On World Environment Day, The Times of India was printed on recycled paper. L'Oreal had persuaded it to do so, and of course it also paid for it. The cost of printing on recycled paper goes up by almost three times because it uses a different technology. The paper which was recycled was collected by the youth and several celebrities like John Abraham were brought in to be part of this initiative. This was L'Oreal's way of engaging with the youth, to make a statement that it cared for the environment.
The entire activity -- a brainchild of L'Oreal's media agency, Lodestar UM -- has bagged a gold in Media Lions, this year.
Nandini Dias, chief operating officer, Lodestar UM, says, "Not many clients would want to spend so much money. I am glad it did."
She adds, "Today's youth are quite cynical about these activities and would participate in only those which they feel are genuine."
Maria Luisa Francolli, chief executive officer, MPG, and president of the Media Lions jury, comments on the winning Indian entry, "These days we only talk negative about print, and it was good to see a print innovation winning a gold in media lions at Cannes. This makes a strong statement for the entire print industry because it is not a commercial activity, rather it was for the good of the people."
On her experience as a jury member, Dias says, "My perspective has changed completely after being on the jury. I have learnt that all these years we have been sending entries and it seemed to be going into a black hole.
She feels that other jury members are much more aware of the entries from their country. "We should have a practice where all Indian entries explain their work to the Indian jury member in advance. I discovered many of the Indian entries only after seeing it at Cannes," says Dias.
Do we see a trend in only media agencies winning the Media lions? "Not yet," says Dias, as she signs off.
To view other interviews from Cannes 2011, click here.
Follow Us/afaqs/media/post_attachments/3701105131cf4f5888bbc6a83951e50cf84c55dd71821bd7d32d8f9b88d72b63.jpg)
/afaqs/media/agency_attachments/2024-10-10t065829449z-afaqs_640x480.png)
