Campaign: Steel is Always Around
Brand: JSW Steel
Agency: Ogilvy India
Why the campaign rocks:
This spot on JSW Steel has to be one of the best I’ve seen. Using malleable clay to showcase the capabilities of steel was a fantastic idea by the team at Ogilvy India. The choice of medium was excellent. The launch video of the campaign using ‘claymation’ animation directed by industry stalwart Suresh Eriyat was excellent in terms of visuals, audio and most importantly, the way it made the viewer feel. The one-minute film did a great job of showcasing the various applications of steel as a foundation of almost everything around us.
The usage of the brand colours to build the world was simplified by a clear graphical vision and good animation. The sound design fits the visuals so well. The campaign generated a lot of pre and post-launch buzz.
Being an animation buff, this spot really stole my heart. I look forward to more excellent pieces of work that will leave us all spellbound.