Remarkable work that drove the message of sustainability or ‘green advertising’ took centrestage at the recently held Olive Crown Awards 2017 that were hosted by the India Chapter of International Advertising Association (IAA).
The Awards were presented across 20 different categories, including the ‘Green Crusader of the Year’ award, which was presented to actress Dia Mirza for her contribution towards the welfare of the society by associating with NGOs, in addition to her constant efforts towards the green initiative. The Campaign of the Year Award and Green Brand of the Year awards were presented to The Hindu for their #spiritofBengaluru campaign, ideated by J Walter Thompson, India.
J Walter Thompson India’s total awards tally included 4 Golds and 1 Silver. The 4 Golds were won for TVC/ Cinema - Corporate, Digital, Green Brand of the Year and Campaign of the Year. The Silver was won in the Press Corporate category. Reacting to the wins, Tarun Rai, CEO, JWT South Asia, said, “Very proud of Senthil and the team. To create compelling communication for a compelling cause and then to be recognised at such an impressive event is really gratifying. This campaign is also special because it is a fantastic combination of technology and creativity. I am sure these campaigns will win many more awards. I would also like to congratulate The Hindu for the #spiritofBengaluru campaign and for promoting the initiative for Bengaluru.”
Scarecrow Communications bagged 2 Golds in the Out of Home and Print Production categories, as well as a Silver in Green Brand of the Year for its Half Bag Project campaign done for Spykar, the retail brand for menswear. Speaking on the win, Sanjay Vakharia, Director and CCO, Spykar, said, “We are very happy and elated with this win and thank Manish, who thought of such a brilliant idea. The best part of the idea is that it is so simple. The beauty lies in the simplicity that they had proposed to us. We are more than happy to be associated with them and take this idea further commercially as well.”
He further said, “The Olive Crown Awards are a wonder initiative and other industries should take cues from the awards and work towards making such awards happen more across the industry.”
Elaborating on the campaign ideation, Manish Bhatt, Founder Director, Scarecrow Communications, said, “It’s a very simple idea about green initiative. If half a bag can do a bag’s job, then why do we need one bag? It is as simple as that. Spykar and many other retailers need tons of paper carry bags in a year. Our campaign was about how to save paper that goes into making a carry bag. If you can do that, you can save the planet.”
Dentsu One walked away with 2 Golds for work done for their client Toshiba in TVC/ Cinema - Services and TVC/ Cinema - Corporate categories. “We are grateful and delighted at this win. Two Golds is double the victory!” exclaimed Titus Upputuru, National Creative Director, Dentsu One. On how the winning campaign was different from the other entries, Upputuru pointed out, “The film that the team created for Toshiba is a testimony that to the fact that to win you do not have to rely on gimmicks to make communication work. I think what won was the power of simplicity and honesty. That, I believe, won the hearts of the jury.”
Continuing further, he said, “Olive Crown Awards celebrate the collective consciousness of our industry. While it is important that as advertising partners we add value to the businesses through marketing and communication, what is also important is to make sure we don’t neglect the very resources that enable us to do business in the first place. We are glad to participate and win too!”
Dentsu Webchutney won a Gold in the Digital category for its campaign done for Airtel, titled ‘Kabali – The No Wastage Post’. The agency secured a Silver in the same category for its ‘No Po Po Honk Less, Spread Peace’ campaign done for Maruti Suzuki India. This campaign also got a Jury mention in Corporate Social Crusader of the Year.
Commenting on the win, Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney, said, “It’s great to get your work recognised at such a big platform. It motivates us to come up with more such work that promotes sustainability. Our campaigns approach sustainability in a non-conventional manner. For ‘The No Wastage Post’, we realised that majority of our audience is on social media. So we decided to engage with them on Facebook and provide them with a workaround. As for ‘No Po Po’, we had to engage with the user while he was driving and honking. So, we created a smart device and an app that helped him track his horn count in real time and take corrective actions.”
On the importance of awards like Olive Crown, Sidharth Rao, CEO and Co-Founder, Webchutney – ScoopWhoop, said, “Awards like Olive Crown are very important as they show how creativity and innovation can help the environment. They bring sustainability into the mainstream and help generate conversations around it. We at Webchutney have been consistently participating in these awards since their inception and are proud of the recognition that its eminent jury has been providing us year on year.”
Happy Mcgarrybowen won a Silver in the Digital category for their #DoYourShare campaign done for Ola. On winning the Award, Kartik Iyer, CEO, Happy Mcgarrybowen, said, “Feels good like winning any award. Recognition is something we all crave in our industry. But this does feel a little special, because you know the work you created for a brand actually made a difference to the environment.”
Elaborating on the winning campaign, Iyer said, “We won for an initiative we created for Ola. The campaign was to promote their new category – Ola Share, which basically allows people going on the same route to share a cab. So, we highlighted that when people shared their cab rides, the number of cars needed for that many rides would reduce. Thus, cutting down on carbon emissions and air pollution. With this idea, we got Delhi, Mumbai and Bangalore to compete with each other on whose pollution levels were better. We asked people to participate in this initiative by taking more Ola Shares. We put up ‘Live’ hoardings that relayed the current state of pollution in these three cities. The campaign ran for a week, till the winner was announced. It actually worked and thousands of people across the cities participated. We asked each city to #Doyourshare. How was it different? Well, it wasn’t just a message. We got people to participate and raised awareness on the advantages of sharing an Ola.”
Speaking on the importance of awards like Olive Crown for the industry, Iyer said, “As an industry, we share a considerable voice in influencing the society. We are at an age where we can see the effects of pollution all around us. It is staring in our faces. Our industry is fuelled by the very cause of all of this – consumerism. So, as an industry I think we have a responsibility to raise awareness about this to help maintain the balance in society. Therefore, if there are awards that will get more people to do this, so be it. Recognition for any good work is always good.”