Campaign India Team
Aug 06, 2014

Longhand 3.0: And the winners are...

Long-copy ad contest invited entrants to work on briefs for Concern India, Zee Media Corporation and Nat Geo

Longhand 3.0: And the winners are...
The winners for Longhand 3.0 have been announced. 
 
Here are the winning entries (click to enlarge):
 
Concern India
 
The object: "To create print advertising that speaks honestly, and vividly about the plight of elders in India. You have two tasks at hand – to raise money for their care and to spread awareness. But most of all, to raise money. Because people don’t part with their money easily, you have to write an ad that not just shocks, but moves."
 
Gold
 
Title: Unloved
Entrant: Robbie Anthony
Agency: Phantom
 
 
Silver
 
Title: Afterlife
Entrant: Deborah Frenkel
Agency: BBH, China 
 
Bronze
 
Title: How it feels
Entrant: Lyle Shemer
Agency: JWT, New York
 
 
National Geographic Facebook page
 
The object: "We want to reach out to brands and tell them to advertise on our Facebook page. Why should they advertise here and not on a print medium? Well firstly, because print is very expensive. Secondly, print circulation can’t match the number of people we currently have coming to our page every day. Thirdly (and here’s the most interesting part), there’s no science to determine how many people actually read an ad on print. On Facebook however, there is. So the task is to create a print ad, telling people to shift their advertising from traditional print to our FB page. You can’t dis print of course. If you do, no newspaper or magazine will ever print your ad. So you have to tread very, very carefully. You need to communicate cleverly, through a print ad, why people should think again before advertising on print."
 
Gold
 
Title: Not Castrol
Entrant: Rajesh Mennon 
Agency: BBDO, Indonesia 
Silver
 
Title: Quiz
Entrant: Shikha Gupta
Agency: ideas@work, Mumbai
 
 
Bronze
 
Title: Black Widow
Entrant: Chaitanya Joshi
Agency: FCB Ulka
 
Zee Media Corpororation Limited - Everyday Heroes
 
The object: "To create a print ad (or a campaign of print ads) that motivate readers to log into our site (www.zeenews.com/everydayheroes) and nominate people they think should be crowned ‘Everyday Heroes’. The ad should warm the cockles of the heart, it should make people want to take five minutes out of their day to vote for someone who’s never seen the limelight."
 
Gold
 
Title: Hero
Entrant: Robbie Anthony
Agency: Phantom, Bengaluru
 
 
Silver
 
Title: Nobody
Entrant: Reem Heather Dabbas
Agency: Spark, UAE
 
Bronze
 
Title: Fragrant Hero
Entrant: Lyle Shemer
Agency: JWT, New York
 
 
The jury comprised Alok Nanda, Chris d’Rozario (jury co-chair), Deepak Joshi, Josy Paul, Mohammed Khan (jury co-chair), Neil French, Prathap Suthan and Rory Sutherland.
 
(Credits as received from organisers.)
Source:
Campaign India

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