Spikes Asia 2012 kicked off in Singapore on Sunday, 16 September. Shortlists have been announced in the categories of Design, Digital, Direct, Media, Mobile, Outdoor, PR, Print, Promo & Activation and Radio at this year’s festival.
Several of the Indian Cannes-winning and short listed entries are again in the running for metal on the Asian stage.
In the category of Design, four Indian entries are in the fray. Two of these are from Out of the Box - ‘UPDN Broking / Financial Service’ and ‘Rembrandt Law Company / Law Service‘. BBDO India’s ‘India’s first D.I.Y calendar for babies’ for Johnson & Johnson and TBWA\India’s ‘Elephant Combs Logo Design’ for MKV Households are among shortlists.
In the Digital category, Web chutney’s ‘Harmonium Love’ for Mohan Music Palace represents the Indian challenge, alongside BBH India‘s ‘Tanjore‘ work for Google Chrome.
Under Direct, Cheil’s ‘Minus One Edition’ for Samsung Printers has been short listed in two sub-categories.
In the Media category of Spikes 2012, GroupM India’s work for Rin ‘Chamkat Raha Keep Shining’ and ‘If mornings had an aroma, it would be coffee’ for Bru have made the first cut. Group M is also shortlisted for its work on Kissan - ‘Tomato ketchup grows tomato farmers’, ’Where what you grow is what you eat’ and ‘World’s first ever crowd sourced tomato farm’.
MEC India’s ‘My network versus your network’ and 'Ego Search' for Reliance Mobile is also in the running.
The category has among shortlists multiple pieces of work for Gillette, entered jointly by BBDO and Mediacom. In the race in two sub-categories are ‘The everyday soldier movement’ and ’You Shave I Shave’. Also from BBDO in the shortlist is ‘Tweet-a-thon‘, for Pepsico brand 7UP.
Ogilvy’s work for CPAA ‘Chanting Lighter’ is also among short lists in this category. Sony Music Entertainment and Jack In The Box Worldwide’s ‘Why this kolaveri di’ is among shortlists, as is Cheil’s ’Minus one project’, yet again.
As one would expect, there are no Indian entries short listed in the category of Mobile, and there is a bounty in Outdoor.
McCann’s Cannes-slayer for Western Union is among shortlists in multiple sub-categories - the series of ‘Franklin Gandhi’, ‘Mao Queen’ and ‘Lincoln Fahd’.
BBDO India’s ‘Box Cuboid’ and ‘Box Triangle’ for DHL, and Leo Burnett’s ’Onion Seller’ for Tide, and the series ’Cigarette’, ’Eggs’, ‘Fish’ and ’Socks’ for Bajaj Electricals exhaust fans are among shortlists.
Also having caught the eye of the jury in the initial stage is DDB Mudra’s ‘Rock’, ‘Deer’, ‘Tree’ campaign for Volkswagen Tourareg. DDB Mudra is also shortlisted for 'The Magic Frisk' for Big Bazaar, and 'Living Typography' for WaterDesign Studio.
‘Refrigerator’, ’Drawers’ and ’Sofa’ for Mattel Toys presents Ogilvy’s challenge in this category, alongside the ‘Chanting Lighter‘.
In the PR category, ‘Why this kolaveri’ is vying for metal again. So are ‘New Star of India’ for Nissan by Fleishman-Hillard India and ‘A four wheeler but not a car’ for Bajaj Auto by Ketchum Sampark. Again in the reckoning in this category are BBDO India’s ‘Everyday soldier movement’ (in two sub-categories) and ’You shave I shave’; and Cheil’s ‘Minus one project’.
The Print Spikes too have some predictable shortlists. Leo Burnett’s series for Bajaj Electricals’ exhaust fans is in the race for metal. From DDB Mudra, the Volkswagen work for Touareg has found favour with the jury yet again in this category. Also from the agency among shortlists are ‘Cat’, “Gollium’ and ‘Tin Man’ for Blossom Book House.
Two entries from Grey Worldwide India are in the running. One of for Fujifilm India - ‘Finepix HS20’, and the other for Kewal Clothing’s denim brand Killer.
Ogilvy’s work for Mattel and BBDO’s DHL work mentioned earlier have found takers on the print jury too.
Promo and Activation
Cheil’s ‘Minus one project’ has been short listed in two sub-categories within Promo and Activation. Also short listed is Ogilvy’s ’Chanting Lighter’.
The lone short listed entry in the Radio category from India is Leo Burnett’s ’Punishment’ for Strand Book Stall.
This year, a total of 4,860 entries were received from 23 countries, an increase of 33 per cent from last year. A total of 703 entries were received from Australia, followed by India with 694.