Firstpost’s commercial won a silver at the 2013 edition of the Olive Crown Awards. The awards are instituted by the India Chapter of the International Advertising Association (IAA-IC).
The Olive Crown Awards are India’s first ever awards for creative excellence in communicating sustainability, or “green” advertising.
The commercial, Read today’s news today (also known as Tree) was conceptualised by Firstpost.com’s communication partner, Contract Advertising.
Here’s the commercial, in case you hadn’t seen it earlier.
Commenting on the win, Durga Raghunath, vice-president, product and executive news producer, Firstpost.com, said, “I’m thrilled that a humorous take worked. Our primary message was today’s news today and with the ease of the digital medium. Contract took it to another level by injecting a stronger message, but without getting preachy.
The treatment was perfect for a social and young brand like Firstpost.”
Ravi Deshpande, Chief Creative Officer of Contract Advertising, had this to say on the campaign. “We're at a point in the lifecycle of the planet when mere recycling is just not going to be enough. There is a need to create innovative products that negate the use of energy itself. Which is why we think Firstpost.com, being a digital news portal, is a big breakthrough. Going forward, we are confident that an endeavor such as this will truly save the planet. Therefore we created a campaign that highlights this simple yet undeniable truth.”
The complete list of awards is given below: