Cannes Contenders 2021: BBDO India

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

Jun 08, 2021 05:08:00 AM | Article | Campaign India Team

After a year's gap, the organisers of the Cannes Lions International Festival of Creativity 2021 will be celebrating work from the industry through its virtual red carpet awards nights between 21-25 June.

Campaign India will be showcasing all of India's entries to the festival through our 'Cannes Contenders' series.   

They say Cannes jurors don’t get enough time to scrutinise and deliberate on a piece of work they haven’t really come across before. This series is a way of acquainting them with the good work from India and South Asia before their judging stint. And of course, to acquaint the rest of the industry with which work from this region is competing at Cannes Lions this year.
BBDO India has three such entries.
IPL Integration
WhatsApp’s mission is to connect the world privately. To bring alive the experience of ‘private moments’ we chose the most viewed event in popular culture in India – IPL. We branded the critical moments in the game where privacy makes all the difference. We branded every private conversation between 2 players as a WhatsApp ‘It’s between you’ moment!  For example when two batsmen plan their next move - while millions of people are watching - the exchange stays between them. The IPL games offered many such WhatsApp moments and helped underline the brand’s ‘it’s between you’ commitment.
#ShareTheLoad (Long Term Impact)
Ariel’s #ShareTheLoad is the longest running campaign against gender inequality at home. The campaign began in 2015 with the question ‘Why is laundry only a woman’s job?’   In 2016, we uncovered the source of this inequality  - the deep-rooted social conditioning. We addressed it with a heart-wrenching apology letter from a father to his daughter. The campaign has grown into a movement with some of the world’s most influential leaders joining the action. It has been discussed at the World Economic Forum and UN Women meetings. Year after year, the brand has been challenging deep-rooted conditioning with fresh insights and truths.
#ShareTheLoad ASMR (Social Influencer)
Ariel’s ShareTheLoad movement started five years ago in 2015. In 2020, Ariel collaborated with American ASMR YouTuber and artist GIBI to curate a #ShareTheLoad ASMR. The Ariel #ShareTheLoad ASMR video serves two purposes - men learning how to do laundry, and the therapeutic and soothing sound of the chore when partners take up laundry that can help women unwind, relax and sleep better.
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