ABBY Awards 2024:Leo Burnett is Creative Agency of the Year; VML, FCB shine

Abby Awards 2024 Powered by One Show was powered by Guinness World Records & Cadbury Celebrations in association with ZEE5 on Day 3. Winners for Video Craft, Audio, Branded Content & Entertainment, Green Award, Brand Activation & Promotion, Diversity, Equality & Inclusion, Out of Home (Ambient Media), Still Print & Still Craft, Still Digital, Audio-Visual, TV, Cinema, Digital, OTT (Below 1 min duration), Audio-Visual, TV, Cinema, Digital, OTT (1 min and above), Integrated, Young Maverick Abby Award, Health Abby & Red Abby categories were announced.

A total of 4 Grand Prix, 35 Gold, 52 Silver, and 123 Bronze metals were awarded. Additionally 143 Merits were also acknowledged on Day 3.

Leo Burnett India walked away with two of the four Grand Prix awards. The agency was declared:

• Creative Agency of the Year
• Brand Activation and Promotion Specialist Agency of the Year
• Branded Content & Entertainment Specialist Agency of the Year

Creative ABBYs

Leo Burnett won a Grand Prix in Creative ABBY and another Grand Prix in Audio Visual TV, Cinema, Digital, OTT (Below 1 min duration) for Spotify India for the campaign ‘Feel the Music with Shankar-Ehsaan-Loy’.

In Creative ABBY, Leo Burnett also bagged 4 Gold, 11 Silver and 8 Bronze metals, leading the category with 24 metals.

VML India secured total 20 metals, which included 2 Golds, 3 Silvers, and 15 Bronzes. FCB Group India’s metals tally in Creative ABBYs included 2 Golds, 3 Silvers, and 8 Bronzes.

Branded Content & Entertainment ABBYs

Leo Burnett India was adjudged Branded Content & Entertainment Specialist Agency of the Year. The agency took home 4 metals, which included 1 Gold and 3 Silvers.

Digitas was placed in second position with 2 metals – 1 Silver and 1 Bronze, while Mitch India Services and Schbang shared the third position winning 1 Gold metal each.

Brand Activation and Promotion ABBYs

Leo Burnett India put up a strong show in this category as well, being adjudged Brand Activation and Promotion Specialist Agency of the Year. The agency took home 1 Silver and 3 Bronzes, totalling 4 metals.

ABP Pvt Ltd and FCB Group India bagged 1 Silver metal each.

Health ABBYs

Havas Worldwide India led the Healthy category, being declared Health Specialist of The Year. The agency’s metals tally stood at 3, which included 2 Silvers and 1 Bronze.

Mullenlowe Lintas Group was placed second with 1 Silver and 1 Bronze metal.

L&K Saatchi & Saatchi and McCann Worldgroup India were tied for the third spot with both agencies scoring 1 Gold metal each.

Video Craft ABBYs

Good Morning Films led this category with a total 8 metals – 2 Golds, 2 Silvers and 4 Bronzes. The company was also declared Video Craft Specialist of The Year.

Vanilla Films followed in the second position with a total 7 metals – 2 Silvers and 5 Bronzes.

Placed third was Chrome Pictures, which secured a total 6 metals – 2 Silvers and 4 Bronzes.

Out of Home (Ambient Media)

Famous Innovations won a Grand Prix award in this category for Mumbai Police for the campaign ‘Blockbuster Excuses’. The agency also bagged 1 Gold metal.

VML India scored a total of 4 metals, which included 2 Golds and 2 Silvers.

Leo Burnett India took home three metals in OOH, which included 1 Silvers and 1 Bronze.

Tribes Communications won 1 Gold and 1 Bronze metal, while Cheil India and Imagine Marketing India bagged 1 Silver metal each.

Meanwhile, Maitri Advertising Works took home a Grand Prix in the Audio Visual TV, Cinema, Digital, OTT (Below 1 min duration) category for Netflix, for the campaign Sex Education – Shakeela’s Driving School.

This year, the awards attracted a staggering 3,506 entries from 273 companies, for the Creative and Media ABBYs.

A significant highlight of the 2024 edition, the introduction of three new age categories – Digital, Mobile, and Technology, collectively garnered 626 entries from 75 companies. Additionally, responding to industry demands, the inclusion of the health category and new sub-categories in trending subjects like AI, Virtual Reality, and Sustainable Practices has further demonstrated the awards’ commitment to staying abreast of industry trends and demands.

The judging process, a cornerstone of the Abby Awards 2024 powered by One Show’s integrity, was adjudged by an esteemed panel of 23 Jury Chairs and 204 jurors across 23 categories.