At Cannes, JWT won a Promo Lion for its Nodding Bull campaign for the Vegetarian Conference last year. And the year before that, it won a Promo Lion for its campaign for Lehar Kurkure. This year, they got us our lone Bronze in the promo category for Pondicherry Yoga Festival. The idea was cute- get ordinary people to go about their jobs in Yoga poses. While the press ad conveys the idea interestingly, I thought it suffered in its execution, which was a tad tacky. The hallmark of award winning stuff from abroad is their execution and attention for detail.
Compared to the Yoga Festival idea, the promo that got the Grand Prix in this category this year, is jaw-dropping and mega in scale. It went to HBO’s Voyeur campaign – their multimedia offering on the lives of people living in eight fictional apartments in New York. Promos for the programme were screened on the side of a New York building.
One of the cribs with promo entries is that the budgets available are miniscule – at least in India. It is difficult to achieve ‘scale’ with limited budgets. But are budgets a limitation? I don’t know the monies spent on the Kurkure ‘fire’ promo but it did achieve the same traffic-stopper effect as some the HBO one. What say?