Winners of the OOBY or ‘Out-Of-the-Box’ Awards 2008 have been declared. The top three winners this year are Amber Prakash (and team) from Mudra Communications, Kaustubh Arjunwadkar (and team) from The Works, and Sachin Pawar from idream in the 1st, 2nd and 3rd positions, respectively. Raina further said, “OOH TV as a category is fast gaining ground and deserves attention from the creative fraternity as well, besides the media world. Being a media house, we would like to create real impact pertaining to a social cause in an effective manner, and not just an idea doing the rounds in some screen, which has ample FCT.”
An initiative of Out-of-Home Media (India) Pvt Ltd (OOH Media), the OOBY Awards have been conceptualised to celebrate creative excellence in OOH TV media. The Awards were announced on February 25, 2008 and the winners were declared on June 2. This is the first year of the OOBY Awards.
The contest involved creating an audio-visual format ad, either Flash or animation or digitisation of a print ad on a social cause such as AIDS, global warming, anti-tobacco, women literacy, patriotic messages, etc.
The top three awards are colour-coded as pink, yellow and blue OOBYs, referring to the hierarchy of the prizes. The three colours from the brand colours of OOBY.
The Pink OOBY was awarded to an entry titled ‘Eraser’. The campaign was created by Ambar Prakash, Nawneet Ranjan, Vishal Sane, and Atul Mathkar of Mudra Communications to promote condom use to prevent AIDS.
The Yellow OOBY was awarded to the entry titled ‘Protect Yourself’, another campaign to spread AIDS awareness. The award went to the team of Kaustubh Arjunwadkar, Maulshri Singh, Rashmi Deo, Nishad Ranade, Sujit, and Aniruddh from The Works. According to the ad, every fifth kid in India would be HIV+ in a few years from now, and hence, the kids need to be protected from getting infected.
Commenting on the ad, Arjunwadkar said, “We felt that people aren’t interested in a particular health issue until you scare them a little bit. ‘Protect Yourself’ highlights the HIV/AIDS statistics in the country and the need to act soon. We stumbled upon the idea while going through huge chunks of data on HIV/AIDS and decided to use the statistics for children because it is eventually the children who would suffer for the deeds of their parents.”
The Blue OOBY was awarded to the entry titled ‘Women Illiteracy’, tackling another relevant social issue. Sachin Vishram Pawar of idream had worked on this campaign.
Commenting on the OOBY Awards, Ishan Raina, CEO, OOH Media, said, “OOH TV is a very different media. The idea of doing the OOBY Awards was to ‘wake up’ the creative fraternity to this medium and make them start thinking about OOH TV as well. Thus, we felt the need of initiating a property like the OOBY to set them thinking in this aspect. The entries were shortlisted on the basis creativity of expression, originality of the idea and relevance to the cause. Of course, the simpler the communication, the better it was rated.”
Some of the other agencies that had sent in their entries this year included Meridian Communications, Cell18, HDFC and Euro RSCG, among others.