How much time really does a Cannes juror get to understand a case or piece of work s/he hasn't come across before? Too little. It's up to us to help them get acquainted with the good work prior.
While we do that through the year, this Riviera season we have decided to go the extra mile to celebrate the contenders.
We present here entries from Indian / South Asian agencies that their creators believe will be in contention for Lions at the 2016 International Festival of Creativity, Cannes.
Cheil India has two contenders.
Samsung S6 Search Campaign
The idea behind campaign Samsung S6 Search was to make Apple fanatics gush over Samsung Galaxy S6 Edge during the launch of iphone 6S.The aim was to hijack Google Search during the iphone 6S launch through disruptive search text ads for Samsung S6Edge+ that emulated Google auto correct suggestions, every time a person typed ‘iphone 6S.’ The insight we harped upon was that users give more attention and importance to what Google suggests than to what we’re typing into it which helped us nail the campaign.
Samsung Joy Plus-Spread the Joy campaign
The idea of the campaign aimed at converting Samsung showrooms into on-the-spot adoption centers by playing videos of dogs up for adoption on Samsung Joy Plus televisions. Its unique Screen capture ‘Like it? Keep it’ feature, allowing the users to not only to see the dogs but also save their pictures and take prints. After which, all they had to do was to simply call the animal shelter and take the dog home.
Wondering what Campaign India's picks are? Watch this space. Send in your contenders to raahil@haymarket.co.in and gokul@haymarket.co.in.
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