The Fourth Annual PCom Creative Awards 2007 Gold Winner

Maitredeslettres · Post by **Maitredeslettres** » Thu Aug 09, 2007 2:20 am

I did this proactive campaign, to generate condom awareness amongst the youth, along with my art partners, Suneel G Katarnavare and Nitin Kuwar, while at Percept Holdings' AMO Communications Pvt. Ltd.

Since it was purely portfolio work, we only entered it for www.portfolios.com's The Fourth Annual PCom Creative Awards 2007 and were awarded Gold under Public Service Series in the Advertising Print Category...
http://www.portfolios.com/award/2007/

This campaign is also featured on One Club's Creative Showcase under Public Choice category...
http://www.oneclub.org/co/showcase/public/?id=2527

Ek Kanya · Post by **Ek Kanya** » Thu Aug 09, 2007 1:23 pm

Firstly i have never heard of thes pCom awards. While i google them, my observations:
1) eat pussy : how does a condom fit in?
2) blow cock? ... Ok maybe
3) shoot ass? Havent heard these slangs

the cat is very illustrated, the rooster too, and the donkey is quiet mediocre. The illustration styles do not match.

do you reallly think that with these 'creative' routes, you can convince people to start wearing condoms? You havent mentioned what hapened if they dont and what if they do?

i think when you made this ad, you had the awards jury in mind and NOT the consmer.

you seem to have the ability to think well. Use it to make ads that move consumers NOT jury.

Maitredeslettres · Post by **Maitredeslettres** » Thu Aug 09, 2007 4:39 pm

Dear Ek Kanya,

Well, first things first, you've never heard of PCom Creative Awards. I see you've been around here for quite sometime and never came across this post by Paramvir:

The Fourth Annual PCom Creative Awards Final Days
The Fourth Annual Pcom Creative Awards, honors excellence in Illustration, Photography, Graphic Design, Web Design and Advertising throughout the world of individuals and companies. All Gold winners receive the coveted Portfolios.com Cube. All work is submitted online.
Deadline: March 15, 2007
Winners announced: June 2007
Cost: $35 single entry, $50 series, $20 student
Presented by: Portfolios.com

Second, you’ve not heard these slangs. Your profile shows that you live somewhere in India (hope it’s not in the Himalayas) coz to know these slangs (and these are very general ones) you need to live in the midst of your target audience, youth in this case.

Anyways, for your reference, check: www.urbandictionary.com

Now, for your comments on the execution part. Yes this campaign is (very) illustrated. Yes, it’s done that way intentionally. I don’t want to preach to my TG. They hate being lectured. I want to entertain them and convey my message. Ever watched Sesame Street?

You say, “You havent mentioned what hapened if they dont and what if they do?” Isn’t every other single ad on this topic before done that? Scaring people away? Making them feel nauseous. I don’t want to do that. My route is completely different. It’s learning by entertaining ala Sesame Street.

As I said before this campaign was done purely on a proactive basis. We had no intention of entering it for any awards before I came across Paramvir’s post. I have any idea who the jury was, who judged these ads, but I know my consumer inside out, because I belong to them.

Ek Kanya, I really appreciate your time trying to understand how fast our culture is changing.

Regards,

Asif

Ek Kanya · Post by **Ek Kanya** » Thu Aug 09, 2007 6:47 pm

1) eat pussy : how does a condom fit in?

you havent explained this one

2) blow cock? ... Ok maybe

shoot ass?

shoot ass isn't defined yet, but these are pretty close

from your favourite educational site

talking of slang lingo, never heard of a "blow cock" perhaps you meant a "blow job"

so your picture should have been a "blow" and a "job"

but since its toilet cleaning device and a rooster, makes me think hard to figure, then I have to guess.

Sesame Street?

i dont know many people in india who watch sesame street. maybe you could educate me (since you like the idea so much) with some figures.

Isn’t every other single ad on this topic before done that?

if you feel every other campaign has already done that, then maybe there isnt the need for another one.

also I feel, this TG you claim to be addressing (who frequent the site you mentioned called 'urbandictionary.com), are already aware of using condoms. the people, who form the MASS of the country, who arent aware, need to be told, and your campaign isnt relevant then. for example people like truck drivers, supposed to be the highest risk category, i wonder how many of them visit the afore mentioned website.

again, i urge you to take your learnings and figures from grassroots india and not from the internet (which has little, if any credibility) and fashionable TV shows watched by perhaps some decimal percentage of india's population.

As I said before this campaign was done purely on a proactive basis.

looks like it. we have a term for it, which is perhaps not there in 'urbandictionary.com'. its called patli gali.
if the intention was to create REAL WORLD awareness, I would have seen a more hard hitting realistic approach.

i am sorry, but i must qualify your attempt as purely patli gali. not that it makes you any less intelligent, but just thatyou seem to be more leaning towards 'clever advertising' rather than 'intelligent advertising'.

remember : advertising must build enduring brands.

Maitredeslettres · Post by **Maitredeslettres** » Thu Aug 09, 2007 7:35 pm

Dear Ek Kanya,

I respect your point of view, but it's not mine. What I believe in is the advertising that will talk to me in the way I want it. Clever or intelligent. Whatever it takes. If it doesn't involve my imagination then I won't even take a look at it. You call it "patli gali" or you call it "madison avenue". The point is, it has done its job.

Regards,

Priyanka · Post by **Priyanka** » Thu Aug 09, 2007 9:51 pm

I have to support the creative here.

ad no. 2- blow cock?

it is suck a cock. now any idiot would know. it seems like you are taking a piss of this guy on purpose.

Maitredeslettres · Post by **Maitredeslettres** » Fri Aug 10, 2007 1:19 am

Hey Priyanka,

Just relax, buddy... Ek Kanya has expressed her opinion on the creative and that's fine. It's her personal take and not the professional one. She's just trying too hard to piss me.... I know what I've done.

Thanks again...

Asif

Ek Kanya · Post by **Ek Kanya** » Fri Aug 10, 2007 11:07 am

It's her personal take and not the professional one

one day, when you grow out of your adolescent excitment, you will realise what i was talking about.

know your TG. (TG = Target Audience, NOT a short form for TGIF)

Maitredeslettres · Post by **Maitredeslettres** » Fri Aug 10, 2007 12:58 pm

Dear Ek Kanya,

I respect your point of view, but I don't subscribe to it. I understand what you are talking about, but it's just the way I want to say it, that's different.
Let's move on our next assignments.

Cheers!

Asif

DesiPimp · Post by **DesiPimp** » Fri Aug 10, 2007 3:06 pm

I think palti galli is a necessary evil. I don't think Asif's ad will ever make it's point to the TA, but all those pseudo advertising gods will definately love it. we have stopped doing advertising for our clients, we are doing it for ourselfs. who are we fooling? why don't we put equal energy on the ads we do for our paid clients? asif, nicely art directed ads, i also think there is a clever idea, but this will onlt excite ad folks. but i see nothing wrong with it, becoz all are doing it, why should u not.

Ek Kanya · Post by **Ek Kanya** » Fri Aug 10, 2007 4:55 pm

asif, nicely art directed ads, i also think there is a clever idea

the illustration style is not even consistent.

you still havent explained how a condom will keep you safe when you are 'eating pussy'. Or how many people watch 'sesame street'.

about "blow cock"/"suck cock"
I can put together what you have in your mind only when i see the three ads together. if i see a one off, I wonder if i will stop try to understand.

Hasmukh · Post by **Hasmukh** » Tue Aug 21, 2007 6:04 pm

hey this was beginning to bvecome an interesting debate...