“Before we began judging I told the other Outdoor judges that the important thing we’re doing here today isn’t to decide the winners, it should also be to direct next year’s winners. Essentially we’re sending a message to the rest of the industry about the progression and the direction of advertising,” said Victor Ng, the former Chief Creative Officer at Euro RSCG South East Asia & Singapore, who was this year’s Jury President for Outdoor at the Adfest 2010 Lotus Awards last week in Tokyo. “When all is said and done, we can now say that this year’s Lotus winners are the few shining examples that will lead the industry into 2011.”
And on behalf of the Sri Lankan advertising industry, Phoenix Ogilvy did, nailing a Direct Gold Lotus, the country’s first ever gold at an international advertising festival. O&M’s entry, in the Field Marketing category of Direct, was the category’s only Gold, beating more fancied, Cannes-winning pieces such as JWT Mumbai’s Horlicks Pro-Height Room and Leo Burnett Arc Bankok’s Heineken Stadium of Dreams which also bagged a Silver at Adfest.
The “Little People” direct marketing idea for GlaxoSmithKline’s Iodex also brought Phoenix Ogilvy a Bronze Abbey at Goafest in April and, along with the Silver Abbey for the Goezy “Toilet Sculptures”, this Gold Lotus brings Phoenix’s tally to three international metals this year, making it Sri Lanka’s most awarded ad agency in 2010. And with Spikes Asia fast approaching, it remains to be seen how high the agency’s creative product will score this year.
Talking about the Direct entries, Jury President Ravi Deshpande, Chairman and Chief Creative Officer of Contract Advertising Mumbai, said, “The work definitely had a high standard to it, I think the entries were of good quality, and the few that made it right to the top were truly disruptive in their thinking, not to mention well-executed.” His jury awarded only two Gold Lotuses, the second to Leo Burnett Sydney for its Photo5 exhibit for Canon EOS.
“After one soul-crushing, heart-wrenching and what-will-happen-to-Sri Lankan-advertising year, winning a Gold at Adfest was sweet…” added Sujoy Roy, Senior Creative Director of Phoenix Ogilvy. A Gold is more than just a milestone for Sri Lankan advertising. It proves that we are at par with the world. And it also proves that the local talent is no less than the best brains in the global advertising fraternity. Sri Lanka always had it, that’s what Phoenix Ogilvy has always believed.”
Following the fiasco of the Chillies 2010, Sri Lanka’s advertising industry remains without a national creative award show, something that is crucial for the development of both its creative minds and its craft skills.
Iodex “Little People” credits:
Art Directors — Kirubeshwaran Ganeshan & David Blacker
Copywriters — Sujoy Roy & Ransley Burrows.