GoaFest 2011- Jury speak!
As the good times were flowing and the ad fraternity though submerged in high spirits had their fingers crossed for the night, Adgully caught up with the Jury of the Creative Abby. We gathered what was lacking and what improvements have been inculcated in the ad-world's great flow of idea. Here's what they had to say:
KV Sridhar, NCD, Leo Burnett India:
“One thing that we al need to look at from an organisation's perspective is at the fact that OOH has changed drastically. The way we define the OOH medium is very ancient, so we need to revamp and change that. Poster is not a part of print today and a lot of similar work is presented in both the categories, so my advice would be to club it together and see if there really is any difference in the work across Poster and Print. I believe Outdoor and Ambient has to be expanded, in OOH there are billboards, electronic posters, 2D posters etc and hence all of them have to be separated. The other important thing I want to point out is the quality of entries, 90% of the entries are simple posters and are direct copy of the print format of the ad which is sent in the Poster category. When one send an entry to the Poster category one has to give a proof of the poster in terms of what is viewing distance, whether it is a window poster or a retail poster etc. The video presentation that are sent across as entries are even mediocre in terms of presentability. Couple of ideas have been very good and if any work has missed out it is because of the poor packaging.”
Ravi Deshpande, Chairman and Chief Creative Officer, Contract Advertising:
There were some amazing work but I did not see anything game changing. Maybe the time has come to look at print work in entirety. The work seems a bit predictable in the print category and we should look at creating more innovation in print. All the work is more or less a repition of what has been happening since a decade now.
Josy Paul, Chairman & NCD, BBDO India:
In terms of radio we saw some great work. Huge amount of super work and a return to great writing and execution. Radio is a personal medium and about creating a connect. I was judging the radio category, but in general in the other categories too there has been some outstanding execution. We should continue to the good work and it will just get fantastic.