Digital, design & direct marketing get going

In a break from the past, the second day of the Goafest saw the first set of creative awards given out in design, digital and direct marketing. Creative awards are normally reserved for the last day of the fest. But opting out of the practice, 101 awards were given out in the three categories on Friday. Of the 101 awards, digital got 38, design 37 and direct marketing won the balance.

The big winner of the evening was Ogilvy, which bagged a Grand Prix in digital for its work for niche channel FoxCrime. It walked away with seven golds across the three verticals, indicating that it remains a strong contender for the top spot. The only other gold winners from the mainline agencies were Leo Burnett and DDB Mudra, which bagged a gold metal each in direct marketing and design, respectively.

Taproot, considered a favourite this year, walked away with four silvers and three bronze metals, while JWT had to be content with one silver and one bronze. Grant McCann Erickson, an agency from Sri Lanka, won a silver in design.

Agency sources say the field remains wide open, with six more creative categories, including print and TV, still to go. “Yes, Ogilvy has seen a good start. But let’s wait for tomorrow,” says an agency head.

Competing for honours on the third day include campaigns such as Har Friend Zaroori Hai (Airtel) and Change the Game (Pepsi) by Taproot, and Shubh Aarambh (Cadbury’s) and Roads Are Full of Idiots (Ceat) from Ogilvy.