At the recently held Spikes Asia Awards in Singapore, Aviva Life Insurance, along with its advertising agency BBDO India, won the coveted Gold medal for its campaign The Great Wall Of Education.
The Awards were judged by the world's most recognized creative leaders like David Lubars, Mark Tutsell (the jury names are on the website) and other senior creative chiefs of Asia and Australasia.
The Aviva Great Wall of Education was created as a living organic installation – a 200 meter long wall that was nine feet tall. On November 12 of 2009, the Citizens of Delhi were invited to donate and cover this bare wall with old books. The books would then go to underprivileged children to bring them closer to education. The Wall saw over 1,30,000 books in just 5 days – the largest of it's kind anywhere in the world.
The Wall was part of Aviva's commitment to its living brand mission "Education is Insurance" and its deep involvement with the worldwide Street to School Program – in partnership with CRY and Save The Children. Their media partner was Hindustan Times.
On hearing the news of the award, Mr. TR Ramachandran, the CEO & MD of Aviva Life insurance said "We are delighted to have been recognized for the Aviva Great wall of Education on a credible international platform like the 'Spikes Asia Awards 2010'. At Aviva, we believe that education is the best form of insurance that can be provided. We envisage a better, stronger, more educated India and for this there is a need enrich these children who are the building blocks of our country's future. In line with this thought, the 'Aviva Great Wall of Education' aims to improve the lives of thousands of underprivileged children by helping them into education. Encouraged by the response in Delhi last year we are taking the Aviva Great Wall of Education to Kolkata, Chennai and Mumbai this year."
Josy Paul, The Chairman and Chief Creative Officer of BBDO India advertising, said "When a brand becomes a cause, everybody participates. 'Education Is Insurance' is not a slogan, it's a platform that allows young India to engage and get involved in the brand cause. The Aviva Great Wall of Education is the start of something significant. It signals where advertising is going. It's about creating acts, not ads"
Spikes Asia 2010 takes place in Singapore from 19 to 21 September to celebrate and inspire Asian creativity in advertising. This is the most comprehensive award show in Asia Pacific, and the winners are counted in the overall worldwide rankings. The Festival is a collaboration between Cannes Lions and Haymarket. It provides the region's growing creative and advertising industry with a platform to network and exchange ideas, bringing together some of the finest creative thinkers from across the region and around the world.
