Campaign India Team
May 19, 2017

Cannes Contenders 2017: J. Walter Thompson

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

Cannes Contenders 2017: J. Walter Thompson
With the Cannes Lions International Festival of Creativity less than a month away, Campaign India returns 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.  
 
J. Walter Thompson has shared three such entries.
 
#mydaughterwill
 
According to the Hindu religion, a woman cannot perform the last rites of their parents after death. Only a male can do that - usually the eldest son. In cases where parents have only daughters, the closest male relative from the paternal side performs the last rites.
Such as the father's brother or a cousin brother from the paternal side.
 
Today, many women look after their parents - both financially as well as physically. Despite undertaking complete responsibility for their parents while they live,  when the parents pass on, these same daughters are not allowed to perform the last rites. This has been a cause of sorrow for both parents as well as their daughters.
 
We want to make it socially acceptable for Hindu daughters to perform their parent's last rites. Hence we started a movement ‘My Daughter Will’ to ensure that every woman in India has a legal right to perform her parent’s last rites.
 
Tale of two cities – Mobile (Click on the link to view the video)
 
There are two cities that share the spirit of Bangalore. One blessed by mother nature with a thousand lakes and evergreen gardens. The other cursed and torn apart by the woes of human density in a concrete jungle.
 
The idea was to awaken every citizen, who is also a potential reader of The Hindu Newspaper, by demonstrating the two sides of the city like never before. A portrait of human devastation versus the landscape of nature’s love. 
 
We ignited a social conversation with two interactive parallel play films, made from thousands of reader generated posts, mobile phone portraits, Instagram landscapes and WhatsApp video posts. One video played the human portrait. The other video played out the natural green landscape of the same locations, helping demonstrate the stark difference between human devastation and evergreen potential across various landmarks in the city. The interactive video was geotagged and promoted to pop up during mobile google map searches of different locations in the city.
 
This is the first time ever that the unique mobile code was cracked for two different videos to run parallel at the same time on one interactive video platform, viewed by simply switching the orientation of your mobile phone screen, inviting every citizen to 'to see the change or share and be the change that you want to see in your city.’ 
 
A newspaper had delivered an important wake up call to every hand held device that “The Power To Change is in your hands. DIY ” 
 
The campaign reached more than half the city’s population with an unprecedented chain reaction on the Whatsapp platform.
 
Over 9.1 million citizens shared this experience on social media with 89.5 million impressions on Twitter and Communities were created across 10 different DIY Actions activated via the website, local news and social media. From rainwater harvesting to saving lakes to guerrilla gardening to traffic busting and garbage gaming, the spirit of the city was ignited.
 
Blood Banking App
The Indian Red Cross Society launched the World’s First Savings Account for Blood through the Blood Banking app- an app which enables people to save their own blood, just the way they’d save money in a bank.
 
Using the Blood Banking app one can withdraw blood when required, transfer blood to anyone in need, get reminders for a pending deposit, and build a Blood Balance. The overall design of the app simulates phone banking apps, in form and function. Even the terminologies used are similar to that of phone banking apps.
 
With an average of more than 1000 downloads every day and over 250,000 units of blood collected in the last one year, Blood Banking has been the chosen one and invited to enter the Effectiveness Lions category at Cannes Lions 2017. The most awarded human technology app from India which has been hugely successful for the Red Cross and Rotary International, achieving the Guinness World Record for the highest amount of blood collected in a day. 
 
Want to get your agency's work featured here? Send in your contenders to prasad@haymarket.co.in raahil@haymarket.co.in.    
 

 

Source:
Campaign India

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