Cannes Contenders 2022: ^ a t o m

Believe your entry deserves a Lion? Send us the work and the case

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After a two-year gap, the Cannes Lions International Festival of Creativity will be hosting an on-ground event in 2022.

Global creative work will be celebrated from the industry through its red carpet awards nights between 20-24 June.

As always, Campaign India will lead the charge from this region by showcasing all of India's entries to the festival through our 'Cannes Contenders' series.

This is based on the premise that Cannes jurors don’t get enough time to scrutinise and deliberate a piece of work they haven’t really come across before. This series is a way of acquainting them with the good work from India and South Asia before their judging stint. And of course, to acquaint the rest of the industry with work from this region which is competing at the Cannes Lions this year.

^ a t o m has one such entry:

Brand: Lifology

Entry title: The Rescue Code

Categories entered in: Direct, Health and Wellness, and Social and Influencer

The gaming industry is expected to cross 200bn USD in the next few years. According to IDC data, the videogame industry is a bigger moneymaker than the global movie and music combined.

A large part of this gamers community are children who are hooked on various multiplayer games through their mobile phones, laptops and tablets. The pandemic has fuelled this addictiveness even further where children have more online friends than friends in the real world.

The other fact is that 1 out of 7 children are victims of domestic abuse by their parents and have nowhere to go and seek help. Most kids find online space more interactive and enriching than offline, which has led to the popularity of games like Roblox, COD: Mobile, etc. When it comes to domestic abuse, kids are not under constant captivity. They become victims of intermittent explosive disorder. Sometimes, it is difficult for them to comprehend, get out of it or find the courage to share without getting caught by their parents.

The Rescue Code is the first step toward providing a solution covertly. Right now, there's nothing that helps a kid get out of a situation covertly. The intervention of counsellors and NGOs makes the parents think twice before doing any physical harm.