"Thousands of children in India lack access to education and can’t write their own names. They will grow up to be adults that leave their thumbprint, instead of a signature. It becomes their identity. Their badge of illiteracy.
"CRY America’s aim was to collect donations to give thousands of underprivileged children in India the chance to go to school. Thereby, giving them a chance at a better life.
"To draw attention to the plight of these children, we made the thumbprint the symbol of the problems they face. Problems that arise from their lack of access to education.
"The thumbprint was depicted as a maze, a valley and a forest. With a child shown escaping each. A feat that CRY helps achieve through it’s donation drives."
InFocus M370 – The ‘You-Moticon’ Chat Phone
Category:Film Lions – Campaign
"Most people use emoticons while texting. But everyone seems to interpret them differently.
"Designed for the youth, the key feature of the InFocus M370 is its inbuilt Bobble app that allows users to transform their faces into emoticons, or as we like to call it ‘You-Moticons’.
"Our challenge was to launch the phone in a way that would capture the attention of our young target audience. We did so with digital films that very uniquely demonstrate the disadvantages of using emoticons today.
"The films open with a teenager receiving an emoticon from his friend, and then hilariously trying to decipher what that emoticon could mean. We see him letting his imagination run wild, which in turn leads to a bunch of extremely bizarre and amusing situations."
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