Campaign India Team
Jun 05, 2017

Cannes Contenders 2017: Dentsu Webchutney

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

Cannes Contenders 2017: Dentsu Webchutney
As we near the Cannes Lions International Festival of Creativity, Campaign India continues with its 'Cannes Contender' series.
 
The premise is:
 
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. We present here entries from Indian/South Asian agencies that their creators believe will be in contention for Lions at the 2017 International Festival of Creativity, Cannes.  
 
Dentsu Webchutney has one such entry.
 
‘The Dyslexia Captcha’
 

The Dyslexic Captcha - Decoding Dyslexia from ENTRY on Vimeo.

Every 10th child suffers from Dyslexia. While there is no cure for this learning disorder, medical intervention at the right time can help. However, most cases go undetected because of low awareness among parents and teachers. Jaslok Hospital, India’s leading name in healthcare and wellness wanted to change this.
 
To spread awareness, Dentsu Webchutney decided to make people experience Dyslexia first-hand by creating a media innovation, ‘The Dyslexic Captcha.’ For this, the agency replaced regular captcha with captcha handwritten by dyslexic children. Deployed on sites most visited by parents and teachers, it forced people to decode dyslexic children’s handwriting.
 

 

Source:
Campaign India