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.
We are presenting here entries from Indian/South Asian agencies that their creators believe should win big at the 2021 International Festival of Creativity.
DDB Mudra Group has three such entries.
Spotify
Good Day
Spotify – a late entrant in India’s music streaming market – needed to garner attention by being unexpected in everything it did.
Since its launch in February 2019, Spotify had consistently outdone itself through dedicated and relevant marketing interventions. But it needed to find ways to sustain this interest without breaking the bank.
And that’s when a seemingly harmless tweet was picked up by our listening team - a tweet where a music fan saw the Spotify logo in his favourite cookie – i.e the Good Day biscuit – India’s iconic chai (tea) time biscuit.
Spotify
Play This
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21st June 2020 was special. World Yoga Day, Father's Day, World Motorcycle Day, World Selfie Day, and a Trump Rally had to be celebrated on the same day as Spotify's day or as the world likes to call it 'World Music Day'. The challenge was to come up with an idea that was loud enough to be noticed on a day as noisy as this one. And at the back of it make people realise and experience the exhaustive number of playlists on Spotify.
McDonald’s
EatQual
Everyone loves a burger. But not everyone is able to enjoy one. Millions of people around the world, with limited hand mobility, can’t eat a burger the way others can. With two able hands.
McDonald’s wanted to make the joy of eating a burger equal for all. So, we partnered with ergonomic experts and disability specialists, to design a new packaging case – EatQual. This case holds the burger together so you can eat it with one hand.
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