The Kyoorius Creative Awards has introduced a special initiative this year aimed at empowering younger, growing agencies. For the first time, participants whose entries do not advance past the initial round of judging will receive a special incentive – they will be refunded 50% of their entry fee per entry. Additionally, this year sees encouragement for new types of participation, whether regional or in the pharmaceutical sector.
Their creative partner, Wieden+Kennedy India, saw this as an opportune moment to elevate this initiative by Kyoorius to the next level. They have transformed Kyoorius’s initiative of ‘giving something back’ into an industry-wide call to action, urging every member of the advertising community to contribute more to the industry that has supported them.
“Kyoorius has grown beyond an award, it has become the industry’s voice, 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,” said Santosh Padhi (Paddy), Chief Creative Officer of Wieden + Kennedy India.
“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?” added Rajesh Kejriwal, founder of Kyoorius.
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 section of these posts.”
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