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Apr 22 2012

SapientNitro Wins a Gold and Silver Award at Goafest 2012


Sound-based installation project for ABSOLUT Wins Two Creative Abby Awards

Gurgaon/Noida/Bangalore – April 23, 2012SapientNitro, part of Sapient® (NASDAQ: SAPE), has bagged the Gold and Silver Creative Abby awards for its ABSOLUT campaign in the prestigious Goafest 2012. The ABSOLUT INDIA Project – an innovative and first of its kind sound-based interactive experience designed by SapientNitro won a Gold Creative Abby award in the Environment Design category and a Silver Creative Abby award in the Craft and Design category. The much acclaimed, Goafest is organized every year to uphold the spirit of creativity and create a benchmark in the advertising fraternity.

SapientNitro partnered with Pernod Ricard India to undertake a creative journey of India through the ABSOLUT INDIA Project. The project installation is an inimitable arrangement of interestingly labeled bottles containing quintessential sounds that takes users on an extraordinary Indian journey. The unique work made its debut at The India Art Fair 2012, New Delhi.

"The ABSOLUT India project is brave new work and I am delighted that it has been received so well,“ said Suchitra Gahlot, Creative Director, SapientNitro India

In crafting this installation, SapientNitro employed an innovative approach using open source micro controllers with custom electronics, ultra-sonic range sensors and monaural speakers. The bottles, ten in all, are mounted on a 17.3 ft 1.2ft shelving structure of wood, glass and resin. The sounds in the bottle are triggered with the presence of a person within range and literally lets him/her eavesdrop onto a bottle. The work draws inspiration from the ‘unseen’. The Indian ideal of a spiritual quest that is not visual or outward looking, but seeks to create an experience.

About Goafest 2012
Goafest is organized by the Advertising Agencies Association of India (AAAI) and Advertising Club Bombay (ACB). The 7th edition of Goafest was held from 19th-21st of April 2012, at the Zuri White Sands in South Goa. This year, Goafest focused on the magic of advertising and looked at celebrating the metamorphosis of an idea through the theme – ‘Let’s talk magic’. To promote the festival beyond the boundaries of Indian advertising, Goafest 2012 also extended its arms to the SAARC nations moving beyond Indian advertising.

About SapientNitro
SapientNitro , part of Sapient®, is an integrated marketing and technology services firm.  We create and engineer highly relevant experiences that accelerate business growth and fuel brand advocacy for our clients. By combining multi-channel marketing, multi-channel commerce, and the technology that binds them, we influence customer behavior across the spectrum of content, communication and commerce channels, resulting in deeper, more meaningful relationships between customers and brands. SapientNitro services global leaders such as Citi, The Coca-Cola Company, Mars, Singapore Airlines, Target, and Vodafone through our operations in North America, Europe, and Asia-Pacific. For more information, visit or follow us on Twitter @sapientnitro.

Sapient is a registered service mark of Sapient Corporation
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