Longhand 3.0: And the winners are...

The winners for Longhand 3.0 have been announced. 

 

Here are the winning entries (click to enlarge):

 

Concern India

 

The object: "To create print advertising that speaks honestly, and vividly about the plight of elders in India. You have two tasks at hand – to raise money for their care and to spread awareness. But most of all, to raise money. Because people don’t part with their money easily, you have to write an ad that not just shocks, but moves."

 

Gold

 

 

 

Silver

 

Title: Afterlife

Entrant: Deborah Frenkel

Agency: BBH, China 

 

Bronze

 

Title: How it feels

Entrant: Lyle Shemer

Agency: JWT, New York

 

National Geographic Facebook page

 

The object: "We want to reach out to brands and tell them to advertise on our Facebook page. Why should they advertise here and not on a print medium? Well firstly, because print is very expensive. Secondly, print circulation can’t match the number of people we currently have coming to our page every day. Thirdly (and here’s the most interesting part), there’s no science to determine how many people actually read an ad on print. On Facebook however, there is. So the task is to create a print ad, telling people to shift their advertising from traditional print to our FB page. You can’t dis print of course. If you do, no newspaper or magazine will ever print your ad. So you have to tread very, very carefully. You need to communicate cleverly, through a print ad, why people should think again before advertising on print."

 

Gold

 

Title: Not Castrol

Entrant: Rajesh Mennon 

Agency: BBDO, Indonesia 

Silver

 

Title: Quiz

Entrant: Shikha Gupta

Agency: ideas@work, Mumbai

 

 

Bronze

 

Title: Black Widow

Entrant: Chaitanya Joshi

Agency: FCB Ulka

 

Zee Media Corpororation Limited - Everyday Heroes

 

The object: "To create a print ad (or a campaign of print ads) that motivate readers to log into our site (www.zeenews.com/everydayheroes) and nominate people they think should be crowned ‘Everyday Heroes’. The ad should warm the cockles of the heart, it should make people want to take five minutes out of their day to vote for someone who’s never seen the limelight."

 

Gold

 

Title: Hero

Entrant: Robbie Anthony

Agency: Phantom, Bengaluru

 

Entrant: Reem Heather Dabbas

Agency: Spark, UAE

 

Bronze

 

Title: Fragrant Hero

Entrant: Lyle Shemer

Agency: JWT, New York

 

 

The jury comprised Alok Nanda, Chris d’Rozario (jury co-chair), Deepak Joshi, Josy Paul, Mohammed Khan (jury co-chair), Neil French, Prathap Suthan and Rory Sutherland.

 

(Credits as received from organisers.)