The Ad Club showcases how ad fraternity has been touched by the Abbys

Abby 2017 has unveiled its new 2017 campaign – #MadeOfAbby. The iconic award has been the pioneer in Indian creative awards and has played a molecular role in building the creative reputation of the Indian advertising industry. The campaign celebrates all iconic brands and campaigns that have been impacted by this industry benchmark award and, therefore, could be called, #MadeOfAbby. 

Conceptualised and created by Scarecrow, and mentored by Raj Nayak, Ramesh Narayan and Team, the 3D rendering of the images was done by Cocktail Art Co. Forming the premise of the campaign thought has been the retrospective research statistics that showcases the large number of the renowned Abby metal won by leading creative agencies over a period of 22 years starting from 1994 to 2016, that is, JWT – 290 metals, DDB Mudra – 207 metals, Contract – 183 metals, McCann – 113 metals, and Taproot – 67 metals.

Speaking about the engaging campaign, Ramesh Narayan, Chairman, Awards Governing Council, Abby Awards, 2017, said, “Our creative stars, great creative agencies, clients and even the legendary creative brands of our industry, all have a little bit of ABBY in them. They have all had a very mutually complimentary relationship. In a sense, they are all #MadeOfAbby. It is this emotion that we have endeavoured to tap into. We are sure that this inspiring and emotive campaign will generate a sense of pride and belonging amongst the entire fraternity towards the Abbys.” 

Elaborating on the campaign and its intent, Manish Bhatt, Founder Director, Scarecrow Communications, and Member - Managing Committee, The Advertising Club, said, “Showcasing the glory of Abby, last year we articulated our differentiator of Indian-ness, which insightfully synced with the current sentiment and mood of our country. Moving towards the next echelon, we have leveraged Abby’s various other uniqueness over and above the Indian-ness of the awards.” 

Speaking about the emotive connect of the campaign and its objective, Raj Nayak, President, The Advertising Club, said, “Abbys have played a central and inspiring role in the personal and professional journey of all advertising professionals. The awards have been the single most decisive platform showcasing the strength and value of the Indian advertising industry to the world. With this moving campaign, we have set out to take down memory lane every individual and brand that has been touched by the Abbys.” 

Abby Awards 2017 is to be held at Goafest 2017 on April 6, 7 and 8. The awards adjudged by a renowned jury panel will see inspiring campaigns brought alive in the period from January 1, 2016 to January 31, 2017 being celebrated by the entire fraternity.

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