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.
McCann Worldgroup India has three such cases.
Dead Hour by Nescafe
By tying up with Red FM, India’s leading radio station, Nescafe Mornings reached into millions of homes every morning, 5 days a week. The show gave the youth a platform to let out their bottled-up feelings. As people started calling in, letting out became a gratifying habit along with drinking coffee. The continuous interaction brought Nescafe alive for the TG and formed such a strong connect that the show averaged 5x more calls as compared to shows in the prime morning slot.
Dettol, India’s leading handwash brand, has been on a mission to bring down germ-related illnesses amongst kids. To reach to a large number of kids, in places where they are more vulnerable to diseases, we organized the activity in local fairs. With Dettol Germbursters, we successfully engaged kids into handwashing by making it fun. Thanks to the overwhelming response, the leading fair organisers have invited Dettol to make this activity a regular feature.
World for All
Mumbai, a crowded city with not just people but many strays. Strays that get neglected and over period of time get seen as nuisance, but not by all. World For All through their adoption camp wanted to change that by finding loving homes for strays. In the fast paced city people always complain about not having time or space to do more. Taking this insight forward we decided to use negative space in our communication to simply illustrate the point. While the play of negative positive illustrated that there is always room, the message urged people of attend Adoptathon.
Want to get your agency's work featured here? Send in your contenders to firstname.lastname@example.org email@example.com.