THE CHILLIES

Chillies advertising awards is a joint industry initiative of the International Advertising Association (IAA) with the Association of Accredited Advertising Agencies (the 4As), and the collaborative counsel of Sri Lanka’s marketing and media fraternities. The 2008 Chillies was was held on February 23 at the Sri Lanka Exhibition and Convention Centre.
One feels that the theme of the awards function, ‘the spirit of change’, had been carefully thought out to reflect a pressing need for the industry; it highlights the necessity for change as well as the need to keep abreast of the new trends and evolving technology that capture the attention of consumers.
There had been only 975 entries for Chillies 2008 as against the 1100 entries submitted for Chillies 2007.
The competition comprised of over 70 categories of awards in the print, radio and TV media as well as other integrated marketing areas. In order to boost the local industry to meet international standards, the quality of the advertisements were made to take precedence over other factors. Thus a gold award would demand world-class standards. It seems a little discouraging to learn that, with quality taking pride of the place, the 2008 Chilies produced only a solitary Gold.
However, some international judges who sat on the panel of jurors had commented that some creative products had been both regional and world class. A process had been put in place to disqualify advertisements that appeared to be scams, lacking in originality and obvious attempts at merely winning awards.
This process had been put in place following the Chillies 2007 were a significant number of submissions had been identified as being inauthentic. The Chillies steering committee would continue to implement these stringent measures so as not to discourage genuine advertisers.
Understandably, there have been concerns over the fact that only a few awards are being presented. However, Chillies are unshaken in their view that in order to win more awards, the industry should work towards creations of international standards.
The submissions received for broadcast media this year was disappointing. Television categories had also failed to impress the judges. However, strong and healthy competition could be observed for the integrated communication segment.
Triad, the only advertising agency to have won gold at Chillies 2008, is of the belief that its success is due to the insightful, cutting-edge creativity which has deployed its competencies to build strong brands for its clients. It takes a communications agency’s purpose beyond the norm of mainstream media to formulate ideas that are effective, while being creative.
Triad is proud to be associated with the many creative custodians of Sri Lankan brands such as Hutch, Laugfs, SLT Solutions, People’s Bank, Emerald, Rainco, Maliban, Elephant Soft Drinks, Paracetol, Perera & Sons, No Limit, Sisil, Nature’s Secret and Chrysbro.
Indeed, Triad seems to be getting things right. In the company’s 15 year history, they have been adjudged the ‘agency of the year’ for the third consecutive year. Varuni Amunugama Fernando, Joint Managing Director of Triad firmly states that winning the Gold was a team effort.
Bates Asia Strategic Alliance won 11 medals including the coveted Campaign of the year. In a statement to the press Bates Asia has indicated that winning both the Print and TV campaigns in the services category has been quite an achievement. Additionally, the advertising agency won awards for 4 individual advertisements for Hutch. The agency also had several finalist awards.
It was heartening to learn of the comment made by an eminent foreign judge who had praised the Hutch campaign as one that combined strategy, creative work and an innovative media buy in which the agency provided a business solution to their client rather than seeking to win awards.
The medal tally at Chillies 2008
• Triad Advertising 1 gold, 2 bronze, 3 finalist
• Leo Burnett Solution Inc – 4 silver, 12 bronze, 14 finalist
• Bates Asia Strategic Alliance – 3 silver, 8 bronze, 5 finalist
• Phoenix O and M – 2 silver, 3 bronze, 7 finalist
• Grant McCann Erickson 1 silver, 9 bronze, 7 finalist
• Saatchi & Saatchi – 3 bronze4 finalist
• Lowe LDB 2 bronze 7 finalist
• JWT 1 bronze, 2 finalist; Masters DDB – 1 bronze, 2 finalist
• Sarva Integrated 2 finalist; Ogilvy Action (Pvt) Ltd – 1 finalist
• Ruby Studio 2 finalist and Minds Draft FCB – 1 finalist