With the Cannes Lions International Festival of Creativity 2018 just about 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 2018 International Festival of Creativity.
Isobar has two such entries.
The blind faith upgrade - Hotel Ramada
India has the second largest visually-impaired population in the world - 7 million people. However, the number of visually-impaired-friendly hotel accommodation facilities in the country stands nowhere close.
During the annual Urs Mubarak festival, thousands of visually-impaired pilgrims visit the holy shrine Ajmer Shareef, in Ajmer city – hoping to be blessed with sight. Since the number of pilgrims and footfall at the hotel increase drastically during this period, Hotel Ramada sensed the void as a new opportunity and wanted to cater to this segment of their consumers.
This became a fitting occasion for them to introduce the Blind Faith Upgrade and establishitself as a customer-first brand.The Upgrade comes with an easy-to-assemble kit that can convert any hotel room into a visually-impaired-friendly room, without making any infrastructural changes at the property.One-of-a-kind experience for the vision-impaired, the Upgrade ensured a comfortable stay for them with zero dependency on anyone.
Bruises can be good - Reebok India
In the last decade, India has seen an 83 per cent increase in reported cases of violence against women. Realizing this gravity of women safety, Reebok India wanted to extend its message of #FitToFight and ensure that every woman exhibits the fighting spirit.
To achieve the same, Reebok did a live experiment for International Women’s Day, wherein a group of people were brought face-to-face with a bruised woman. Majority of the audience claimed her bruises to be a reason of physical violence, bringing to light a cruel truth – violence against women is so common in India that a bruised woman is always seen as a victim of injustice.
The end of the experiment revealed the protagonist’s identity – a mixed martial artist. Featuring her, the brand showed that for a woman who is #FitToFight, her bruises are a mark of her strength and underlined a need for self-defence education for women.