On the third and last day of the Abby Awards, independent agency Enormous emerged the biggest winner with the creative agency of the year title, beating larger network agencies like Leo and FCB India with a metal tally of 67. Leo India, which bagged the title for three consecutive years, was the runner-up with 51 awards while VML India was a distant third with a haul of 19 metals.
All was not lost for Leo, however, since the agency took home the Agency of the Year title in the Brand Activation & Promotions and the Health categories. FCB India was adjudged the branded content and entertainment specialist agency, while Good Morning Films was named the video craft specialist of the year.
There was a total of four Grand Prix awards on the final night. Famous Innovations picked two of those for Henlo Pet Nutrition’s ‘The Anatomy of Suffering’, a campaign that highlighted the suffering of exotic dog breeds in India’s tropical weather. VML India picked one up for the Neeman’s Shoes Phone Hack campaign and Tribes Communications bagged the fourth for Kansai Nerolac’s Dukaan It Yourself.
A total of 29 gold metals and 95 silvers and 137 bronze metals were awarded, along with 18 Young Maverick awards for disruptive, creative work executed by talent under the age of 30 years. 544 entries were shortlisted for the awards on day three, with 410 being awarded across 54 unique organisations. These also included awards in the Red Abby and Green Awards for responsible consumption and planet conservation respectively.