Ogilvy & Mather was judged the top performer at Goafest 2010 Creative Abbys, with the agency ending the day with an impressive haul of 43 metals comprising one Grand Prix; three Golds; nine silvers and 30 Bronzes.
While the agency bagged its Grand Prix and one of the Golds for Vodafone’s “Zoozoo” campaign in the integrated category, the other two Golds came from the “Zoozoo Trial Room” campaign in the film category and The Economist’s “Baby” campaign in the direct category.
“It is a result of a team of highly driven and talented people that O&M is able to achieve such a success year after year. For the last 15 years we have been able to grow a team which just takes on from us and makes our life easy,” said Piyush Pandey, co-executive chairman, NCD & Vice Chairman, O&M Asia Pacific.
Added Rajiv Rao, NCD, O&M, “I am happy that Vodafone has won but disappointed about some of the work which I think should have won like Bajaj, Fevicol Moochwali and Max New York Life.”
The egg-shaped Zoozoos also brought top honours for Nirvana Films, with the agency bagging the only other Grand Prix given out at Goafest 2010 for its “Stock Alerts and Facebook” campaigns done for Vodafone in the film craft category. Nirvana bagged a total of 12 metals including a grand Prix, four Golds, three Silvers and four Bronzes.
Said Prakash Varma of Nirvana Films, “There were only three films this year which were exceptionally good. But I saw some young directors with really good execution.”
The Mudra Group won two of its four Golds for Srujan’s “Lolita” campaign in print and OOH category, while the other two came from the work “Excer Go” it did for The Economic Times and “Incredible Taj” for Ministry of Tourism in direct category. Nine silvers and 13 Bronzes were also won by the agency. “What is truly satisfying is the fact that the awards we have won this year span across several clients and different categories. It is the diversity that I am thrilled about besides the effort put in by the Mudra team as an integrated unit,” said Madhukar Kamath, MD & CEO, Mudra Group.
Added Bobby Pawar, CCO, Mudra Group, “The journey has just started. There is more to come.”
Both of Publicis’ Golds came from the print category for Croft’s “Maze” and Stedfast Shredders’ “Murder” campaigns. The total metal count for Publicis is 22 comprising two Golds, six Silvers and 14 Bronzes. “We took a decision three years ago to focus actively on our creative product. Last year was our first great showing at the Abbys and this year’s haul proves that it was not a one-off achievement,” said Nakul Chopra, CEO, Publicis South Asia.
Added Aniruddha Banerjee, chairman, Publicis Ambience, “Last year people said it was a fluke. With this year’s incredible performance, we have proved them wrong.”
Creativeland Asia picked up a Gold for its “Holi” campaign for Café Coffee Day in OOH category along with two Silvers and seven Bronzes. “We are happy that we have won on real work done for real clients,” said Sajan Raj Kurup, founder, Creativeland Asia.
Bates 141 also won Gold in the direct category for India Book Distributions’ “Turning readers into authors” campaign. The agency also scooped two Silvers and five Bronzes this year.
JWT and Leo Burnett ended the day with 12 and 11 metals, respectively. Both agencies, however, did not bag any Golds this year.
Said Ajay Chandwani, chairman, Creative Abby Awards, “There were fewer Golds this year because was a difficult year and creativity, thus, suffered.” A total of 19 Golds, 66 Silvers and 146 Bronzes were given out this year, including those given out in the film craft and print craft categories.
In the film craft and print craft categories: Nirvana led the tally with a Grand Prix, four Golds, three Silvers and four Bronzes; Publicis Inhouse bagged two Golds and a Bronze; Corcoise won one Gold; five Silvers and one Bronze; Mudra Group took home one Gold, one Silver and one Bronze; Footcandles won two Silvers and four Bronzes; Ogilvy One won one Silver and one Bronze and Leo Burnett took home one Bronze.