Goafest 2010 Creative Abbys: O&M takes home 43 metals

While the agency won its Grand Prix and one of the Golds for Vodafone’s 'Zoozoos' campaign in the integrated category, the other two Golds came from the 'Zoozoos Trial Room' campaign in the film category and The Economist’s 'Baby' campaign in the direct category.

“It is through a team of highly driven and talented people that O&M is able to achieve such a success year after year. For the last 15 years we have been able to grow a team which just takes on from us and makes our life easy,” said Piyush Pandey, co-executive chairman, NCD & vice chairman at O&M Asia-Pacific.

The egg-shaped Zoozoos also brought top honours for Nirvana Films, with the agency receiving the only other Grand Prix given out at Goafest 2010 for its 'Stock Alerts and Facebook' campaigns done for Vodafone in the film craft category. Nirvana won a total of 12 metals including a grand Prix, four Golds, three Silvers and four Bronzes.

The Mudra Group won two of its four Golds for Srujan’s 'Lolita' campaign in the print and OOH categories, while the other two came from the work “Excer Go” it did for The Economic Times and 'Incredible Taj' for the Ministry of Tourism in the direct category. Nine Silvers and 13 Bronzes were also won by the agency.

“What is truly satisfying is the fact that the awards we have won this year span across several clients and different categories. It is the diversity that I am thrilled about besides the effort put in by the Mudra team as an integrated unit,” said Madhukar Kamath, MD & CEO at The Mudra Group.

Both of Publicis’ Golds came from the print category for Croft’s 'Maze' and Stedfast Shredders’ 'Murder' campaigns. The total metal count for Publicis is 22 comprising two Golds, six Silvers and 14 Bronzes.

“We took a decision three years ago to focus actively on our creative product. Last year was our first great showing at the Abbys and this year’s haul proves that it was not a one-off achievement,” said Nakul Chopra, CEO at Publicis South Asia.

Creativeland Asia picked up a Gold for its 'Holi' campaign for Café Coffee Day in the OOH category along with two Silvers and seven Bronzes. “We are happy that we have won on real work done for real clients,” said Sajan Raj Kurup, founder of Creativeland Asia.

Bates 141 also won Gold in the direct category for India Book Distributions’ 'Turning readers into authors' campaign. The agency also scooped two Silvers and five Bronzes this year.

JWT and Leo Burnett ended the day with 12 and 11 metals, respectively. Both agencies, however, did not take home any Golds this year.

According to Ajay Chandwani, chairman of Creative Abby Awards: “There were fewer Golds this year because it was a difficult year and creativity suffered.”

A total of 19 Golds, 66 Silvers and 146 Bronzes were given out this year, including those given out in the film craft and print craft categories.

In the film craft and print craft categories, Nirvana led the tally with a Grand Prix, four Golds, three Silvers and four Bronzes. Publicis Inhouse won two Golds and a Bronze; Corcoise won one Gold, five Silvers and one Bronze; Mudra Group took home one Gold, one Silver and one Bronze; Footcandles won two Silvers and four Bronzes; Ogilvy One won one Silver and one Bronze and Leo Burnett took home one Bronze.