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.
Wunderman Thompson has six such entries.
Times Of India
India is the second biggest country on this planet with the largest density of population. But we did not have enough medical face masks for doctors, nurses and frontline workers when the Covid pandemic was spreading rapidly across the country. So, how do you protect over a billion people when time is of the essence?
The Times of India's 'Make Your Own Mask' invited every Indian to make their own masks using any clean cloth or traditional garment like turban, scarf, handkerchief, bandana, saree or shawl. It featured on the front page of the national newspaper, television, mobile and social media during the lockdown in April 2020. Editorial and outdoor and social media campaigns demonstrated that making and wearing masks has been part of Indian folk culture for thousands of years. Now, you can do it yourself, wear it and share it on social media.
Millions of Indians started creating and posting their home-made masks using #maskindia. But it didn’t stop there. Celebrities joined in with DIY mask tutorials and graffiti artists painted masks into iconic art, cinema posters and famous statues.
A chain reaction from the walls of India to the millions in rural India followed, with even the Prime Minister making his own mask.
The Mask India movement inspired the nation into action and helped stop the spread of the virus. At last count, 108.9 million unique masks were home-made in India as recorded on social media, news journalists and traffic police CCTV reports.
A chain reaction from the newspaper to the nation.
Jimmy Nelson Foundation
Save Our Sentinels
The 'Save Our Sentinels' documentary film was launched on 21 May 2020, the United Nations world day to celebrate our cultural diversity across all UN platforms and social channels. The campaign continues to celebrate the last indigenous tribes left on earth at various UN platforms and iconographic exhibitions at the Ateliers Des Lumiere in Paris. Celebrating the last humans who have resisted the homogenous race of humanity, choosing to stay different and rooted to their own cultural identity. The time is now to acknowledge and celebrate indigenous peoples as our new role models; they are the living example of how humans can live in perfect harmony with themselves and the natural world.
The world’s elementary natural wisdom is on the brink of being lost. With this knowledge disappearing, part of the memory of humanity is threatened with extinction.
The Indigenous soundtrack is a multilingual musical expression of life lessons from ancient tribal sayings, shaman chants and forgotten folk songs recorded on location across all the indigenous tribes featured in the film. The musical narrative includes indigenous life lessons from Africa, Siberia, India, South America and Australia. Vocalists include Grammy award winner Richard Bona and traditional gypsy tribal singers from Douala - Cameroon, Siberia and India.
The visual expression moves seamlessly from life lessons to life threatening moments revealing that the indigenous people are an endangered tribe in their own ancient habitats. The film celebrates the last few indigenous tribes for standing still in spite of the threat to their cultural identity and their forest lands, standing still as the guardians of ancient culture and our future. Standing still in a series of still photographs. Blink. And they’re gone.
Save Our Restaurants
Covid 19 brought the restaurant industry to its knees. Four out of ten restaurants were on the brink of closing down. Three million restaurant workers lost their jobs and those who always served us piping hot meals, were now clueless about their next meal.
For the last 30 years, through a period of growth, Pepsi and its restaurant partners had enjoyed the best of times together. Now, in the worst of times, Pepsi knew it had to stand by them.
Pepsi joined hands with Swiggy and the National Restaurants Association of India, to launch a fundraising initiative. To put food on the tables of those who had always put food on ours.
When people got hungry, we got them to remember those who made sure they never went hungry. We asked people to not just add Pepsi, but any soft drink to their food order on Swiggy. Every time they did, Pepsi provided a meal to an unemployed restaurant worker and created a video to create emotional momentum towards the cause, to remind everyone who had ever been to a restaurant. Even Influencers urged people to be a part of the movement.
Humanity took over social media as Pepsi became Swiggy’s top soft drink with 48.3% market share and most importantly, over 2.5 million restaurant workers got their meals, when they needed them the most.