Wieden+Kennedy transforms a thoughtful initiative by Kyoorius into a wake-up call for the entire ad industry

This year, Kyoorius Creative Awards has introduced a special initiative to empower younger, growing agencies. For the first time, participants whose entries don’t make it past the first round of judging have a special incentive – they will get back 50% of their entry fee, per entry. This is also the year when newer kinds of participation are being encouraged, be it for regional or pharma.

Their creative partner, Wieden+Kennedy India, felt this was an apt opportunity to take this brief to the next level. They’ve taken Kyoorius’s initiative of ‘giving something back’ to an industry-level clarion call, urging every member from adland to give back more to the industry that has made them.

“Kyoorius has grown beyond an award, it has become the industry’s voice,” remarked Paddy, CCO of Wieden + Kennedy India. “That’s why this year’s campaign isn’t just about the award, it’s about addressing the uncomfortable realities in advertising and igniting the change it needs.”

“When I heard of Paddy’s brainchild, ‘Give Back’, it struck a chord with me. I know the world of Indian advertising is going through its toughest challenges and if we all don’t take ownership of our problems, if we don’t introspect and evolve, then who will?” shared Rajesh Kejriwal, founder of Kyoorius.

Agency: W+K India

CCO: Santosh Padhi (Paddy) ECD: Yogesh Rijhwani

Creatives: Namrata Gosavi, Saurabh Padhye, Meghal Gehani, Anuja Konure, Devesh Rane, Rahul Suram

Client: Kyoorius

Director: Nupur Vaid  

Awards Director: Animesh Das

Creatives: Kabir Palrecha, Sakshi Karande

Yogesh Rijhwani, ECD of W+K Mumbai, added “Our creative team found a way to express each hard-hitting message through some stunning typography, which has become the visual voice of the campaign. We enjoyed the love, especially for craft, in the comments sections of these posts.”

W+K then partnered with Nirvana’s Rajiv Rao for a funnier take on Give Back, featuring prominent ad landers and marketing names.

The full film can be viewed here: https://www.instagram.com/p/C5Kt5yUolSe/

DA – Ayush Govind

Production Studio: Prime Focus

Offline Editor:  Sujit Kanojia @Primefocus

Colourist:  Anastasia Chervonna @Primefocus

Online Editor: Sagar Kadam @Primefocus

Music Director: Aman Pant

Sound Engineer: Arun Crastos

Post Production Producer: Abhishek Singh

The campaign started on 21st Feb and has had more than 30 posts since. The creatives will continue to be shared till the actual day of the event