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Anando Milk : Building

August 31, 2008 – 3:59 am by Bibhuti | No Comments »

Brief:
Anando Milk, a local company wanted to increase consumption of milk among little children. The competition in the form of juices and energy drinks focus on kids’ drink being fun and cool. So Anando wanted to change the perception of milk being a boring drink.

Solution:
Considering every child lives in a world of fantasy, the idea was to exaggerate the benefit of milk into almost giving the child superhuman powers. So we used a hoarding, amidst a prominent building which appeared as if a child was pushing a part of building with his bare hands.

Agency: McCann Erickson, Mumbai, India
Executive Creative Director: Prasoon Joshi
Creative Director: PK Anil
Copywriter: Prasad Venkatraman
Art Directors: Kapil Tammal, Swati Goel, Roopra Sarbjit, Sandesh Kambli
Photographer: Shekawat HS

Awards: Cannes Lions 2008 Outdoor Bronze

(4 votes, average: 4 out of 5)

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Tags: Anando, Beverages, Cannes Lions 2008, Dairy, India, Outdoor

Diving Instructor : Wet Business Card

August 17, 2008 – 11:29 am by Bibhuti | No Comments »

Agency: BBDO,Bangkok
Executive Creative Director: Suthisak Sucharittanonta
Creative Director: Weerachon Weeraworawit
Copywriter: Suthisak Sucharittanonta,Weerachon Weeraworawit
Art Director/Designer: Kajnarong Inpornvichitr,Raj Deepak Das
Photographer: Sitthichai Jiaranai

Challenge:
Create a business card for a diving instructor.

Solution:
Diving is a very small & niche market. This gave us the liberty to manually create the ‘wet’ effect on each card. The recepients instantly got the message about our client’s passion for diving and the fact that he was in the ocean most of the time.

Result:
The diving class was fully booked up to 4 months in advance.

(1 votes, average: 4 out of 5)

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Tags: Ambient, Business Card, Diving, Guerilla

Nelka Rent-a-car: Holes

June 25, 2008 – 12:23 pm by Bibhuti | 1 Comment »

“If you drive through Costa Rica do it with a car that’s not yours.”

Agency: JWT, San Jose, Costa Rica
Art Director: Alfredo Enciso
Creative Director: Christian Caldwell
Director: Khalo, Grupo Produccion Creativa

Award: Gold & 2 Silver Direct Lions Winner

Nelka Rent-a-car is a medium-sized car rental company in Costa Rica. It has a fleet of about 200 cars and 10 offices in different parts of the country.

Problem:

Their client wanted to rent out at least 80% of its fleet for the summer season. Their problem was competing against huge advertising investments their competitors were making in order to get most of the foreign tourists.

Solution:

The agency proposed to get hold of a different market, the one niche no one has yet taken advantage of: the national tourist.

Phase I:

Our first step was to create a blog, named after costaricaholes.com. This was an independent site dedicated to the bad conditions of Costa Rican highways and streets. People here were able to complain about the problem and upload their own pictures of the holes on the streets.

Only after 15 the site was online, people placed it as one of the top-10 sites in the country, getting around 30,000 clicks and almost 1500 photos were uploaded.

Phase II:

On this phase, the blog turned into the official website of Nelka rent-a-car, thus beginning with a massive campaign. We launched a print campaign using the pictures people themselves uploaded onto the website.

The copy reads:”If you drive through Costa Rica, do it with a car that’s not yours, Nelka Rent-a-car, special fares for residents.”

Result:

During summer, after the whole low-budget campaign ended, Nelka rented out all of its cars, being the national clients 95% of it. This result was way over their client’s expectations. After summer, Nelka rent-a-car, has found and taken a hold of a new niche market.

(4 votes, average: 3.75 out of 5)

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Tags: Cannes Lions, Car, Nelka, Rent

India in Cannes Lions 2008

June 23, 2008 – 1:52 pm by Bibhuti | 1 Comment »

Indian ad world had a great Cannes Lions 2008 winning 23 lions. Here is a compilation of winners of Films/Press/Direct/Integrated/Cyber categories.

	Award: Integrated Lions, Direct Lions Grandprix Agency: JWT,India National Creative Director: Agnello Dias Senior Creative Director: Debu Purkayastha/Vistasp Hodiwala Creative Director: Vinayak Gaikwad Senior Copywriter: Simone Patrick Junior Copywriter: Kaushik Iyer Account Executive: Anuja Arora Art Director: Komal Ranjan Senior Audio Visual Director: Komal Ranjan

	Award: Film Lions Silver Agency: Ogilvy & Mather, Mumbai Executive Creative Director: Piyush Pandey Creative Director: Sagar Mahabaleshwarkar Copywriter: Ramamurthy S/Vinod Sudheer/Gururaj Rao/Sweta Ghorawat Agency Producer: Deepa Limaye Account Supervisor: Indraneel Guha/Heval Patel Production: Nirvana Films, Bangalore Producer: Mekala Krishnaswamy Director: Prakash Varma D.O.P/Lighting Cameraman: P.S Vinod Editor: Sally Salgaonkar Sound Design/Arrangement: Darshan VG (Famous Studios)/Anandh Ranganathan

	Luxor Highlighters : Che Award: Press Lions Gold Agency: Leo Burnett Mumbai, India Creative Directors: Santosh Padhi, KV Sridhar Art Director / Typographer: Santosh Padhi Typographer / Illustrator: Kunal Mhabadi Copywriter: Russell Barrett

	Luxor Highlighters : Hitler Award: Press Lions Gold Agency: Leo Burnett Mumbai, India Creative Directors: Santosh Padhi, KV Sridhar Art Director / Typographer: Santosh Padhi Typographer / Illustrator: Kunal Mhabadi Copywriter: Russell Barrett

	Luxor Highlighters : Chaplin Award: Press Lions Gold Agency: Leo Burnett Mumbai, India Creative Directors: Santosh Padhi, KV Sridhar Art Director / Typographer: Santosh Padhi Typographer / Illustrator: Kunal Mhabadi Copywriter: Russell Barrett

	Aadhar : Anti Female Foeticide Award: Press Lions Gold Client: Aadhar Agency: Contract India,Mumbai Executive Creative Director: Ravi Deshpande Creative Director: Raghu Bhat/Manish Bhatt Copywriter: Anshumani Khanna Art Director: Manan Mistry/Vimal Singh Typographer: Manan Mistry

	Reynolds Permanent Marker : Twins Award: Press Lions Silver Agency: JWT India, Mumbai Creative Directors: Agnello Dias, Nandita Chalam Art Director/Copywriter: Vijay Solanki Account Executive: Anita Gupta Photographer: Avadhut Hembade Illustrator: Deepak Jadhav

	Tide : Lipstick Award: Press Lions Silver Agency: Leo Burnett Mumbai, India Executive Creative Director: Santosh Padhi/KV Sridhar Art/Creative Director: Santosh Padhi Copywriter: Santosh Padhi/KV Sridhar Photographer: Amol Jadhav Account Supervisor: Tahira Nath/Chetan Rao Advertiser’s Supervisor: Pratima Chandra

	Tide : Icecream Award: Press Lions Silver Agency: Leo Burnett Mumbai, India Executive Creative Director: Santosh Padhi/KV Sridhar Art/Creative Director: Santosh Padhi Copywriter: Santosh Padhi/KV Sridhar Photographer: Amol Jadhav Account Supervisor: Tahira Nath/Chetan Rao Advertiser’s Supervisor: Pratima Chandra

	Tide : Ketchup Award: Press Lions Silver Agency: Leo Burnett Mumbai, India Executive Creative Director: Santosh Padhi/KV Sridhar Art/Creative Director: Santosh Padhi Copywriter: Santosh Padhi/KV Sridhar Photographer: Amol Jadhav Account Supervisor: Tahira Nath/Chetan Rao Advertiser’s Supervisor: Pratima Chandra

	Cox & Kings : Eiffel Tower Award: Press Lions Bronze Agency: Saatchi & Saatchi, Mumbai Executive Creative Director: Ramesh Ramanathan/Andy Greenaway/Joel Clement Creative Director: Juju Basu, Hanoz Mogrelia Copywriter: Luv Kalla Art Director: Roshni Kavina Photographer: Stock Account Supervisor: G V Ramni

	Cox & Kings : Statue of Liberty Award: Press Lions Bronze Agency: Saatchi & Saatchi, Mumbai Executive Creative Director: Ramesh Ramanathan/Andy Greenaway/Joel Clement Creative Director: Juju Basu, Hanoz Mogrelia Copywriter: Luv Kalla Art Director: Roshni Kavina Photographer: Stock Account Supervisor: G V Ramni

	Cox & Kings : London Bridge Award: Press Lions Bronze Agency: Saatchi & Saatchi, Mumbai Executive Creative Director: Ramesh Ramanathan/Andy Greenaway/Joel Clement Creative Director: Juju Basu, Hanoz Mogrelia Copywriter: Luv Kalla Art Director: Roshni Kavina Photographer: Stock Account Supervisor: G V Ramni

	Luxor Writing Instruments : Pink Award: Press Lions Bronze Agency: Leo Burnett Mumbai, India Creative Directors: Santosh Padhi, KV Sridhar Art Director: Santosh Padhi, Guru Munishwar Illustrator: Kunal Mhabadi Account Supervisor: Pooja Jain Copywriter: Russell Barrett/Santosh Padhi Advertiser’s Supervisor: Ravpreet Ganesh/Mona Mehra

	Luxor Writing Instruments : Blue Award: Press Lions Bronze Agency: Leo Burnett Mumbai, India Creative Directors: Santosh Padhi, KV Sridhar Art Director: Santosh Padhi, Guru Munishwar Illustrator: Kunal Mhabadi Account Supervisor: Pooja Jain Copywriter: Russell Barrett/Santosh Padhi Advertiser’s Supervisor: Ravpreet Ganesh/Mona Mehra

	Incredible India : Tajmahal Award: Press Lions Bronze Agency: Grey Worldwide India, Mumbai Executive Creative Director: Priti Nair/Brijesh Jacob Creative Director: Priti Nair/Brijesh Jacob Copywriter: Deepak Singh/Rohit Dubey Art Director: Deepak Singh Account Supervisor: Sudhir Nair

	Luxor Writing Instruments : Popup Award: Cyber Lions Bronze Agency: Leo Burnett Mumbai, India Creative Directors: Santosh Padhi, KV Sridhar Art Director: Santosh Padhi, Guru Munishwar Executive Creative Director: Karl Gomes Copywriter: Jetesh Menon, Russell Barrett

	Luxor Writing Instruments : Important Award: Cyber Lions Bronze Agency: Leo Burnett Mumbai, India Creative Directors: Santosh Padhi, KV Sridhar Art Director: Santosh Padhi, Guru Munishwar Executive Creative Director: Karl Gomes Copywriter: Jetesh Menon, Russell Barrett