GoaFest 2011: AAAI and ASCI join hands for 'Creativity with a Conscience Contest'

GoaFest 2011 had a special applied event for young creative professionals to nurture and encourage creativity, organized by Advertising Agencies Association of India India (AAAI) held in association with the Advertising Standards Council of India (ASCI) on the 5th and 6th of April 2011, before the GoaFest began in full swing. Labeling it as ‘Creativity with a Conscience Contest’ (CWC Contest), it has been formulated to build awareness of the ASCI codes of responsible advertising amongst the 3000 industry professionals who are expected in GoaFest 2011.

Agencies like O&M, Leo Burnett, Mudra, Lowe Lintas, RK Swamy BBDO, BC Web Wise, TBWAIndia, Bates 141 and a mixed team called ‘Motley Crew’ participated in the contest.‘Motley Crew’ comprises individual entries not representing any agency in particular. In all, there are 83 participants in the CWC Contest.

The briefing for the contest took place in Mumbai on March 31, 2011 and on April 5 2011, on-field briefing took place. The teams were instructed that they would each be given nine objects from which they would have to create unique pieces of art keeping a specific topic related to responsible creativity at the core. The on-field briefing included the Do’s & Don’ts at the location. They were to what extent could the teams could use props that were given to them and that the teams needed to use every prop and object allocated in its

original form and not converted it into something else.

The teams are expected to create art forms on the four tenets of ASCI's code of self regulation

# Honesty & truthfulness in advertising

# Decency in advertising as per generally accepted societal norms

# Safety & avoiding exploitation of vulnerable sections of society, especially children

# Fairness in competition