ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Category
Art Direction
Annual ID
OA22_PCR004M
Description
India is home to textile art forms that are centuries old. Fabric with intricate weaves and embroidery was once worn with pride and business was flourishing. But these took time to create. Today’s mass producing machine-made textiles have left these handcrafts behind and on the verge of extinction. We created The Legacy Project and through a series of Limited-Edition Packaging, 100 Pipers took these textile art forms to a large audience in the hope to revive them. The artisans who spent months on a single piece once again stepped into the spotlight. Six forgotten textile art forms from across the country were chosen to adorn the packaging – Kalamkari Fabric Painting from Andhra Pradesh, Bengal Weave from West Bengal, Phulkari Embroidery from Punjab, Gara Embroidery from Maharashtra, Maheshwari Weave from Madhya Pradesh and Patan Patola Weave from Gujarat. The packaging was turned into a unique canvas for forgotten textile arts of India. Each artwork was derived from the philosophy of the brand, 'Be Remembered for Good'. The artworks also carried a QR code that led to a microsite educating the viewers about the art forms. Decorated on shelves, liquor stores turned into handloom emporiums. The project became a big talking point within the art fraternity. The artworks were also used as merchandise.
2022 Awards
Total Points: 2
Merit Award
Credits
Agency
Ogilvy India / Gurugram
Production Company
Vikas Maurya Films / New Delhi
Gameplan / West Bengal
Writer
Reynold Nalin Anthony
Animator
Pawas Akarsh
Chief Creative Officer
Kainaz Karmakar
Ritu Sharda
Sukesh Nayak
Harshad Rajadhyaksha
Chief Marketing Officer
Kartik Mohindra
Creative Director
Reynold Nalin Anthony
Sheehij Kaul
Designer
Nitin Srivastava
Editor
Tanmay Kulkarni
Executive Creative Director
Nitin Srivastava
Account Director
Karishma Begani
Design Director
Nitin Srivastava
Category Head
Rasneet Kaur
Controller - Studio Operations
Sanjeev Ranga Reddy
Creative Director & Digital Artist
Prasad Shetty
Director & Curator
Malavika Banerjee
Executive Director
Vikas Maurya
General Manager, Production Services
Anand Kumar
GM - Marketing
Ishwindar Singh
Head of Design
Nitin Srivastava
Head-Production Services
Satyajit Basu
Production Designer
Tanvi Nathyal
Regional Business Head
Udaya Rao
Senior Brand Manager
Anuja Gulati
Senior Specialist Artist
Rupesh Gusain
Senior Vice President, Planning
Ashwani Sinha
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