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.
VMLY&R has two such entries.
While gender equality is a much discussed issue, it remains exactly that – “discussed”. A lot of propaganda; little action. In the world’s largest Muslim majority nation, Indonesia; with a fiercely patriarchal culture; changing behaviour around this subject is tough. This is the case of a brand; Kecap ABC actually driving gender equality through an integrated brand experience with its idea ‘Real Husbands Cook’. Using a combination of hard-hitting real stories and on-ground ACTS with real people, the campaign sparked a nationwide debate. It all culminated on Mother’s Day with 1000+ husbands cooking for their wives and setting a record.
India Gate - Conceptualised by The Classic Partnership (part of VMLY&R)
As Indians we take great pride in our traditions. Our culture and values are what define us, but rarely do we ever get the opportunity to use a sacred tradition to do so much more. India Gate, together with The Group Partnership, part of the VMLY&R Group, believed that rice, which is used to shower blessings during every wedding ceremony, can serve a larger purpose. So we created #IndiaDegaAashirvad, a unique initiative that upholds our sacred tradition of showering rice, while giving newlywed couples the option to be prudent with its use, thereby helping millions of less fortunate people.