KUALA LUMPUR: Euro RSCG Malaysia has picked up two silver medals at the 2008 New York Festivals International Advertising Awards for “Strong Tape” Penline Art Supplies in the “Best Use of Medium/Billboards” and “Business Products” categories.
The campaign used outdoor executions to capture consumers’ attention in Malaysia. Penline Art Supplies wanted to raise awareness of their brand in a spectacular way and a large role of tape literally held up the billboard.
“One medium immediately made sense - billboard. But a billboard must stand out and be engaging in order to get noticed much less be impactful,” said Case Deenadayalan, Executive Creative Director of Euro RSCG Malaysia. “When it goes from 2D to 3D, the level of engagement increases, so this is what led us to come up with the strong tape idea.”
In another win, Euro RSCG Flagship (Thailand) picked up a bronze in the “Print Advertising” category for Smoke-free Home’s “Kid,” a campaign that aimed to create awareness of the dangers of secondhand smoke.
Euro RSCG India also picked up a bronze medal in the “Outdoor Advertising” category for their work with Harpic. The campaign “Light” demonstrates product effectiveness by showing light shining through an unclogged drain from the user's house, all the way to the storm drain in the street.