The Advertising Agencies Association of India (AAAI) and The Advertising Club have launched a campaign to unveil the theme of Goafest 2017. Called “Gods of Advertising” the campaign has been designed by FCB Ulka.
In the campaign, various functions or key words from the profession have been depicted like the Greek Gods, to give the entire campaign a unique identity. The campaign is built on canvas paintings of Greek Gods with a subtle integration of the elements of their times. The art purely showcases ancient Church art style that can also be seen in the design and the font. The first leg the campaign consisting of promotional posters, mailers and press communication, kicks off with a series of promotional content highlighting the God of various divisions of advertising. Each of the Gods have been given a name as per their specific characteristics. The ads invite delegates to attend Goafest 2017, because even the Gods won’t give it a miss.
Ashish Bhasin, chairman, Goafest 2017, and vice president, AAAI, said, “Goafest is about the Industry coming together and celebrating creativity, sharing bonhomie within the industry participants and learning from experts, not just from our industry but from other fields as well, at a global scale.”
Mahendra Bhagat, NCD, South, FCB Ulka, said “‘Gods of Advertising’ as a phrase is something we hear often in the advertising industry. While Goafest is a fun event, we also wanted to talk about it being an enriching event too. We directed our communication to the youngsters, telling them that the who’s who of advertising will surely be there – imparting knowledge and sharing ideas and an event that you surely can’t afford to miss.” Instead of repeating the typical imagery that’s associated with Goa, the agency recreated these old frescos that one could see in some of the churches in the state. “It is very distinct and very relevant. Even though, it’s western in its content, it’s Indian in its outlook and execution,” he added.
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Watch the film conceptualised by Daiko FHO here