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Titanium quality is unexplainable
but unmistakeable, says Joshi
ABE Design’s Luciano Deos: “creating experiences”
PRASOON Joshi is no stranger BAFTA- and Golden Globe- signs of recovery at the same
to the kind of concepts that might winner AR Rahman. time.” Citing Reliance Enter-
drive an idea beyond the fron- “There have been so few Tita- tainment’s recent tie-ups with
tiers of good – even great – to niums given, because to go to Hollywood, the global success
become Titanium. that level requires such a leap of the Oscar-winning movie
The Titanium and Integrated that it puts a new spin on every- Slumdog Millionaire and the
jury member is executive chair- thing. You cannot explain it, world’s current interest in Bol-
man and regional executive cre- but you know it when you see lywood, he added: “Right now
ative director, Asia Pacific, of it,” he said. Joshi’s brief as Asia is a wonderful time for India.” BRAZILIAN association of
McCann Worldgroup India. Pacific regional director gives Joshi also believes that India is design companies, ABE
He is a non-executive director him a unique view: “Asia is a getting better at winning awards. Design, has brought a pack
of the Indian media giant Re- complex market that can’t be “We have a very intricate and of delegates to Cannes this
liance Entertainment. And he seen as one entity. Japan is strug- nuanced culture and change year to highlight the increas-
is also a successful songwriter gling with the recession, but happens gradually,” he said. ing importance of design in
and scriptwriter, who is now China and India are already re- “Barring a few cases, we haven’t today’s multiplatform adver-
McCann Worldgroup’s Prasoon Joshi:
working on his latest sound- covering from it, so you have won any really big awards yet, tising world. “It’s a big indus-
“a wonderful time for India»”
track, Delhi 6, with Oscar-, shades of deep recession and but it will happen.”a73 try and a big market, and the
design people have a lot to
Team YouTube still
contribute to it. We want to
underscore how important
design is and how it can cre-
hungry for success
ate value,” said Luciano
Deos, president of the five-
year-old association. He
added: “People don’t buy
THE WINNERSof a YouTube 48- of Adeline Chew and Guy products. They buy experi-
hour competition are taking Dayan, they demonstrate the ences — and design is a
part in the Young Lions Film borderlessness of cyberspace. strong tool for transmitting
competition – and in the form Chew is from JWT Kuala and creating those experi-
Lumpur and Dayan runs his ences.” ABE Design repre-
own agency, Mizbala, in Is- sents some 110 companies.
rael. Each won the contest with Its presence in Cannes has,
a project publicising Oxfam. in part, been supported by
So how are they learning to the Brazilian trade and invest-
work together? “We had din- ment promotion agency,
ner together,” Chew said. “Mc- ApexBrasil. “Last year, we
Donald’s,” Dayan added. submitted 40 entries into the
By contrast, they hope that, Cannes Lions. This year, the
when they take on the rest of number is 174. We wanted to
the world in the form of 36
THREE teams were pitched against each other at a real-time campaign competition during yesterday’s two-hour
bring the design people —
other teams, the brief will be
Microsoft Gaming Workshop. Team Guitar Hero, Team Lips and Team Halo each had to create a campaign
and especially the owners of
something about hunger. “I’m
for the charity Stand Up To Cancer. The winning team was Guitar Hero, which devised a campaign whereby
actor-singer Jack Black would record a song for the charity to which gamers could play along, and which would also
design companies — to
committed to that subject,” be available for download — spreading the message and raising money at the same time. Cannes so that they could get
Dayan said. “And we have de-
The winning team, pictured with Microsoft’s Bella Acharya (left) are: Fabricio Kassick of Brazil; Inga Feliksova
the total experience of what
Adeline Chew and Guy Dayan: food for thought
cided not to eat for two days.”
of Germany; Lily Tse of Canada; Olavo Rocha of Brazil; and Piotr Wiszniewski of Poland
a73 it’s all about,” Deos added.
JUNE 2009
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