By Ajay Chandwani
The Goafest Creative Abbys this year saw a few macro trends judging by the participation and results.
The most important highlight was the enthusiastic participation by over 300 companies sending in over 4600 entries. The Abby Award which is in its 49th year has now truly come of age. It has evolved into a communication award with ad agencies and marketing companies sharing the platform with organisations from Digital, Direct, Design, PR, Film Production, Promotion, Branded Content, Broadcaster and Publisher domains.
1. Digital Dominates with the five-minute video
This year, the digital vertical overtook every other vertical in entries firmly establishing the growing importance of this medium of today.
One of the highlights of digital companies entering this year is the popularityof online videos which has now become as large as a category. The birth of the five-minute HD film made for the internet is definitely the trend of the year. Many companies are seeing the advantages of creating mood, atmosphere and attitude in long format digital films with both clients and film producers relishing the possibilities opened up by the luxury of extra time.
2. Craft Rules!
Craft in Print, Design, Out-of-Home and Film continues to push the envelope and seems to have been raised to a new high even though gold-winning ideas may have become scarce. Photography, illustration and use of copy made more impact than great ideas per se.
Going by last year’s Indian performance in International festivals like Cannes One Show and D&AD it was apparent that Craft  in Print and Design is slowing gaining momentum as an Indian strength even as we continue to struggle to produce gold winning ideas in film and mainstream verticals.
3. Blurring of Sub-categories
A trend visible was the blurring of some of sub-categories caused by work which is rooted in the digital space. For instance, work entered in Direct which is based on use of Digital Marketing will also find its way in other verticals like Digital or Promotion and Activation as the case may be.
4. Birth of two ‘Nice’ Categories
It was heartwarming to see the first lot of entries in the debutant categories of Gender Sensitive Abby and Young Abby. Even though entries were not too many being the first year, the quality of work entered was good and it kept the juries engrossed in discussion.
The Glass Lion last year and the Gender Sensitive Abby this year are among the nicest things to have happened to two of the most iconic awards shows atleast in terms of Indian participation. More and more creative folks are now sensitive to communication that connects with the audience at a deeper level.
As we look back on the cheering crowds at Goafest, it’s good to remind ourselves the need to keep looking harder for the elusive big ideas even as kudos must go out to all those metal winners who made it worthwhile to celebrate creativity!
Ajay Chandwani is Director, Percept Ltd and a Member of the Awards Governing Council of the Goafest Abbys and of the Managing Committee of the Advertising Club