Ahead of the Cannes Lions International Festival of Creativity 2019, we are back with our '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 2019 International Festival of Creativity.
Dentsu Impact has five such entries.
ASTA Language School - Wrong Pronunciation
In India, English medium education is a privilege which many can't afford at an early age. Most kids, study in vernacular medium schools learning very basic English. In fact, English language is not the first language in most schools. Which is why, In India, English Language Learning Centres are quite popular. People like to learn English to boost their confidence and to gain an edge in their profession/job. The task was to highlight how, half knowledge of the language lands one in a more embarrassingposition than not knowing it at all.
The illustrations demonstrate how dangerous half knowledge can be, through an everyday situation with the main subject in focus. To dramatize the situation, secondary action is highlighted in the backdrop. The style is contemporary yet unconventional. The silent letter is treated differently to emphasise the idea of a wrong pronunciation.
Roca Bathrooms (We Are Water Foundation India) - #CloseOpenDefecation
#CloseOpenDefecation is a movement that highlights the current sanitation crisis in rural India and sensitises urban population towards the plight of 250 million people who still defecate in the open. On 19th November, World Toilet Day, 2018, We Are Water Foundation ran a social experiment. They constructed a specialtoilet, butwhen they entered the toilet, he/she found a railway track for an actual toilet. This came as a surprise to the onlookers and brought to fore how lack of toilets is affecting millions in India. Further, through a series of placards and posters hard facts about open defecation were delivered. Prior to the on-ground activity, a film featuring the plight of rural India was launched on social media to generate buzz around the problem of open defecation, followed by the film on the social experiment with an option to sign-up for a pledgeto #CloseOpenDefecation on wearewater.org. With each sign-up, We Are Water Foundation contributed towardsthe construction of toilets. The campaign broke the internet and took over the headlines and was successful in delivering an important message to #CloseOpenDefecation.
Max Healthcare - Catch it Small
We have captive audiences who come to Max Hospital itself – either for a doctor visit or they are waiting for patients' recovery. We can coax them with effective communication to get a preventive health check-up done. The campaign is based on a powerful visual idea, where we have shown that people relaxing with baby wild animals. Thus, sending a simple message to the audience, that anything can be tackled easily when it is small or at an early stage. Generally, in hospitals, we see very informative or infographic posters, which do not grab people’s attention. And that’s how it becomes a blind spot. An unexpected visual depiction in an hospital will get noticed and allow us to tell the story effectively.
Wildlife SOS - Voiceless Victims
Animal cruelty in cities is a menace known to all but addressed by very few. Wildlife SOS, a promising wildlife conservation organisation decided to be the voice of the voiceless and educate the masses about the bitter reality.
The idea stems from the fact that animals lack the voice needed to protect themselves. So, the campaign used empty speech blurbs to connect with its audience and encourage them to be their voice instead.
The OOH campaign garnered a positive response overall which steered a healthy amount of traffic to Wildlife SOS’ website, thus helping the brand add more people to the noble cause.
Polyfix - fixed
The idea is to show the quick adhesive reaction of Polyfix Instant Glue, with the use of antonyms. In the Hindi language, a word with a negative meaning can be changed into its antonym with a positive meaning, by a simple modification of the letters within. We have used antonyms which are related to breakage and leakage, that can be easily fixed with the help of a glue.
Using typography design in the campaign, a tube of Polyfix Instant Glue has been added as a device to one letter of the negative word, turning it into a new letter. The change in the letter makes it a complete new word, which is completely opposite of the previous word and also positive.