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

Related Articles

Just Published

Premium
Blog: Of Lions and Rosé; season one finale
Premium
3 hours ago

Blog: Of Lions and Rosé; season one finale

Abhinay Bhasin’s insights on the final day at the Cannes Lions International Festival of Creativity 2018

Premium
Sorrell reveals WPP regrets in not moving faster with 'horizontality'
Premium
3 hours ago

Sorrell reveals WPP regrets in not moving faster ...

Sir Martin Sorrell regrets not simplifying WPP faster in terms of client-focused work, more country management and making sure this is underpinned by digital.

Premium
Young Adlanders v/s The Pandeys
Premium
2 days ago

Young Adlanders v/s The Pandeys

In probably their longest engagement on social media till date, the Pandey brothers answered questions young adlanders always wanted to ask them in an exclusive Facebook Live event from Mumbai

Premium
Cannes juries grapple with new categories
Premium
2 days ago

Cannes juries grapple with new categories

Jurists in the brand new Social & Influencer and Creative Ecommerce categories open up about the challenges in balancing creativity and effectiveness