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Cannes 2011: Taproot wins a silver lion; BBDO India and Sorento Healthcare grab a bronze each in Outdoor
The third day of the Cannes Lions Festival of creativity brought smiles on the faces of the Indian contingent. The day began with 12 nominations in design lions, followed by a silver and a bronze for McCann in Radio.
Next came a silver for Taproot and a bronze each for BBDO India and Sorento Healthcare in Outdoor. The day ended with a gold for Lodestar, and a bronze for Maxus in media.
Taproot bagged the silver for its Audio Book campaigns, while BBDO India won a bronze for White Collar Hippies, and Sorento Healthcare won its bronze for Wockhardt.
The jury president for Outdoor, Olivier Altamann, chief creative officer, Publicis Worldwide, spoke about the Indian winning entries to afaqs!.
Talking about the Audio Book campaign, he said, "Normally, such a brand would try to highlight its technical superiority or advantage. But, this campaign did not take the same route and instead it was smart and funny and it had all the charm of a campaign that doesn't try too hard."
There were three creatives in the campaign -- Dalai Lama, Nelson Mandela and Hitler, and Altamann wasn't quite fancied by the Hitler creative, but then he said, "We decided to award it as a campaign."
On the White Collar Hippies campaign, Altamann said, "It was a brave campaign. There are many ways to advertise a travel brand and the most common way is to highlight the destination. This one took a different route by reminding people that life is short."
He added, "This might be considered as an artificial insight by some, but is quite relevant in today's uncertain times."
To view interviews from Cannes 2011, click here.