Cannes Contenders 2022: Leo Burnett India

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

May 25, 2022 12:35:00 PM | Article | Campaign India Team Share - Share to Facebook

After a two-year gap, the Cannes Lions International Festival of Creativity will be hosting an on-ground event in 2022.
Global creative work will be celebrated from the industry through its red carpet awards nights between 20-24 June.
As always, Campaign India will lead the charge from this region by showcasing all of India's entries to the festival through our 'Cannes Contenders' series. 
This is based on the premise that Cannes jurors don’t get enough time to scrutinise and deliberate 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 work from this region which is competing at the Cannes Lions this year. 
Leo Burnett India has three such entries:
Brand: Whisper
Entry title: Keep Girls in School ‘Missing Chapter’
Periods are considered a taboo subject in India. No one in society, not even mothers, talk about it. For the same reason, even schools never printed a chapter on periods. Left with no source of information on how to manage their periods, a devastating 23 million girls drop out of school after puberty, every year.
Together with P&G Whisper, we designed a chapter that explained the simple biology behind periods, and petitioned the government to include it in school books. We worked with local artists to adapt the chapter in 28 native art styles and diverse languages, and put it on school and village walls across the country, so no girl could miss it.
The red paper became a powerful symbol of period revolution in India, appearing everywhere, from the front page of newspapers and even on prime time news. In a historic decision, the Government of India committed to include the missing chapter on periods in public school books
Brand: MPL
Entry title: The Billion Cheers Jersey
The entire country was buzzing to host the biggest cricketing spectate, the ICC T20 World Cup in 2021. But that's when Covid-19 played spoil sport. The World Cup had to be shifted to the UAE and billion Indian fans couldn't travel to cheer the team on. 
That's when we decided to make the fan cheers travel to the team! We created the first-ever cricket jersey designed using fan cheers from over 4 decades and 1000 games. An innovation that not only took the cricketing world by storm but also became an instant hit with the team and fans.

Brand: Spotify
Entry title: There's a playlist for that 
It’s been three years since Spotify shimmied its way into the hearts of Indians. Having earned the leadership position in terms of streams, we knew it was time to go one step further and earn the right to be top of mind when it comes to music consumption. Our objective was simple, to become India’s default destination for music and create a Spotify habit in our everyday lives. A challenging task, especially in a country where music behaviour is ingrained. Our campaign is a celebration of how people use music to make moments of waiting, more bearable. Turning waiting time into listening time, and making Spotify the go-to antidote for moments of mundane or chaotic waiting. Spotify makes the wait, worth it. 



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