Mobile handset maker Nokia was awarded the “Green Advertiser of the Year” title at the second edition of the Olive Crown Awards. The awards were instituted by the International Advertising Association (IAA) last year to celebrate excellence in communicating sustainability.
Nokia's entry “I recycle my phone” won agency partners JWT and Webchutney the “Agency of the Year” title jointly, and Gold awards in the categories of TVC/Cinema (Corporate) and Digital respectively.
The “Campaign of the Year” title was awarded to iFOLD, an initiative by Ogilvy that to save paper. In the Out of Home category, Mudra and Medicom shared Gold for their work for Volkswagen – Think Blue. Under the Events category, Lodestar's work for Garnier won Gold, as did work by Mathrubhumi for its own brand.
Over 352 entries were in contention for the awards, which were given away at a ceremony in Mumbai on March 3. Speaking to Business Line, Mr Kaushik Roy, President, India Chapter, IAA, and President, Brand Strategy & Marketing Communication, Reliance Industries Ltd, said, “It was heartening to find was that many of the entries went beyond just the communication and had a very clear integration leading to action on the ground.”
A Green Crusader award was presented to Dr Rajendra Pachauri, winner of the Nobel Prize as Chairman of the Intergovernmental Panel on Climate Change.
Encouraged by feedback from young entrants - and Dr Pachauri's appeal to the advertising industry globally to promote sustainable initiatives – the IAA intends to make the Olive Crowns a year-long affair.
Mr Roy added, “We have received feedback from young entrants and students, to move the Olive Crown Awards from an annual event to one with a year-long presence. We intend to involve the student community through the year to make this a reality.”