After a year's gap, the organiser 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.
Tonic Worldwide has two such entries.
Wow Skin Science
Wow Skin Science, known for its eco-friendly personal care products, believed in sustainability and wanted to encourage some action around it. Besides the brand purpose, the objective was also to build affinity with audiences that resonated with the cause. The brief was to build a campaign around 'World Environment Day 2020' owning the above cause
While every brand focused on pollution, this campaign simplified contributing to the environment in just '2 clicks'... Select your spam mails, trash it... A campaign that showcased how deleting 10 unwanted emails by every Indian would lead to reduction of carbon emissions by 2,064,000 kgs.
Vocal for Local
On 12 May, Narendra Modi urged the nation to go #VocalForLocal. As a part of the speech, the PM emphasised the need for India to recognise the importance of local manufacturing, local markets and local supply chains. He said that COVID-19 taught India the importance of being local, “All our demands during the crisis were met locally. Now, it is time to be ‘vocal about local’ products and help them become global.”
This move was highly appreciated by the masses with many brands proudly wearing the ‘Indian badge’. Post the PM’s speech, you could now see people’s eagerness to support these local brands.
What started as a move to promote local businesses paved the way to solve one of the country's long-standing problems and led to 'Vocal for Local Pets', an initiative to help curb the discrimination and violence happening against the country’s local breeds. We attached the patriotic sentiment of the country by portraying these strays as citizens of India.