Euro RSCG's 'Strong' finish

Malaysia - Euro RSCG Malaysia has bagged two silver medals at the 2008 New York Festivals International Advertising Awards for the "Strong Tape" campaign done for Penline Art Supplies.

The winning campaign -- for "Best Use of Medium/Billboards" and "Business Products" categories - used outdoor executions to capture consumers' attention in Malaysia.

"One medium immediately made sense -- billboard. But a billboard must stand out and be engaging in order to get noticed, much less be impactful," said Case Deenadayalan, executive creative director of Euro RSCG Malaysia.

"When it goes from 2D to 3D, the level of engagement increases, so this is what led us to come up with the strong tape idea," Deenadayalan added.

Meanwhile, Euro RSCG Thailand and India bagged bronze medals in the print and outdoor advertising segments respectively.