The Advertising Club unveils “#MADEOFABBY” ad campaign

20 Feb,2017

By A Correspondent


Abby 2017 has unveiled an ad campaign titled #MADEOFABBY for promoting the forthcoming Abby Awards to be held at Goafest in April 2017. The campaign celebrates all iconic brands and campaigns that have been impacted by the award and could be called, #MADEOFABBY.


Conceptualised and created by Scarecrow and mentored by Ad Club President Raj Nayak, Awards Governing Council Chairman 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: DDB Mudra – 207 metals, McCann 113 metals, Taproot – 67metals, Contract – 183 metals and JWT – 290 metals.


Speaking about the engaging campaign Narayansaid: “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 endeavored 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 ABBY’s”.


Speaking about the campaign and its intent Manish Bhatt, Founder Director, Scarecrow Communications Ltd 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”


Added Nayak: “The ABBY awards 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”



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