Sumita Vaid

SSC&B wins two Golden Awards of Montreux

SSC&B has won two Golden Awards of Montreux (gold medals) in the print category, one each in Cosmetics/Pharmaceutical and in Public Interest categories

Interpublic group agency SSC&B is no stranger to winning awards at international film festivals. The agency made its presence felt once again at the Goldenawardmontreux festival held in Switzerland recently. While last year it had won four finalist nominations at the festival in various categories, this year, SSC&B has won two Golden Awards of Montreux (gold medals) in the print category, one each in Cosmetics/Pharmaceutical and in Public Interest sub-categories. The agency was also a finalist in the film category.

This year Goldenawardmontreux received a total of 2,340 entries in print, poster, film and web media categories from 30 countries across the globe. The jury, however, was very strict and gave way only 26 Gold medals. The winners were chosen from 88 finalists. Interestingly, in this competition there are no Silver or Bronze medals.

The two entries from SSC&B in the ‘Winner2003print' category were titled ‘Kiss' and ‘Plate'. ‘Kiss' was done for Axe deodorant. The double-spread magazine ad (in Man's World) is interesting in the way a static medium, namely print, has been used to convey the brand proposition. The pages of the double spread were glued giving the impression that an attractive woman and a bespectacled nerd are locked in a kiss. There is no mention of the brand as yet. On separating the glued pages, the reader discovers the effect of Axe - the product is placed between the two models. The mesmerised girl, is shown pouting invitingly, and the nerd is thrilled with this once-in-a-lifetime opportunity on the double spread.

"The ad translates the Axe effect into motion in a static medium. The judges voted the campaign for innovative use of media and a clever extension of ‘The Axe Effect' brand idea into other forms of communication," says Ajay Chandwani, president, SSC&B, who was also president of the jury at the Goldenawardmontreux 2003.

‘Plate' was a public service ad for Deepalaya, a Delhi-based NGO. The ad effectively uses ‘ambient media' (a place where one least expects to see an advertisement) to drive home the message. The plates in three restaurants had a message, cleverly hidden by the food, served to the customers. After one has finished eating, through the leftovers on the plate, one could see the printed message. The message reads, "For most street children this is a meal. To help improve their plight call Deepalaya"

Hero Cycles' ‘Champion' film featuring three sumo wrestlers riding a bike won a Finalist Certificate for SSC&B.

Among the other highlights of the festival was The Grand Prix for the most entertaining campaign, which went to Argentina's CraveroLanis Euro RSCG for its films on Brahma beer. Automotive advertising, as usual, dominated the entries at Montreux this year. Volkswagen Golf, which had won the Grand Prix last year, won another Gold this year. The winning agency was DDB Brussels for "The Rabbit is Back" campaign. BBDO Israel won a Gold for the "Hitchhiker" ad for Volvo cars. Saatchi & Saatchi Argentina won a Gold for Parmalat in the print category, while German agency KNSK won a Gold for Daimler Chrysler Jeep print advertisement. McCann-Erickson Argentina extended the Argentinian domination with a Gold for Coke in the corporate image category.

To put things in perspective, the international festival Goldenawardmontreux, Switzerland, was established 1989, and is a little different from other advertising festivals. It is the only festival combining advertising and multi-media with a TV festival. The jury this time consisted of creative directors from 10 countries, clients, media designers, professors of communications and directors. © 2003 agencyfaqs!