Cannes Contenders 2022: McCann Worldgroup India

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

Jun 03, 2022 03:56:00 AM | Article | Campaign India Team

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.  
 
McCann Worldgroup has three such entries:
 
Brand: Prime Indian Hospitals
Entry title: The Needle Prick
 
With Covid-19 ravaging the world, the vaccine is the only thing that can help humanity return to normalcy. But hesitation to get the shot is prevalent, especially in rural parts of India. 
 
 
In these regions there are popular tattoos that people get as a show of their strength, a superstitious charm, or a symbol of protection.
 
 
We’ve drawn a parallel to people getting pricked multiple times to get these popular tattoos. Whereas in truth, two simple pricks of the COVID vaccine will offer them the ultimate protection against the virus.
 
 
Brand: Nightingales Medical Trust
Entry title: Memorables
 
In India, nearly 20 out of every 1,000 people suffer from dementia – the loss of cognitive functioning, i.e., thinking, remembering and reasoning. And unfortunately, there is currently no cure. But there are ways to slow down its onset. Research shows that when people keep their minds active, their thinking skills are less likely to decline. For this, games, puzzles and brain training activities can help but most available in the market are for kids and can’t engage the elderly for long. This inability to complete tasks leads to a further decrease in their already-low confidence levels. So, how could Nightingales Medical Trust help dementia patients activate their brains and help delay the memory loss? The answer lied in their ‘memories’. Presenting ‘Memorables’…
 
 
Brand: Wild Stone
Entry title: Statue Grooming
 
Most men’s grooming brands in India follow similar codes to capture male appeal. As a leader, Wild Stone decided to look beyond the mere physical aspect of masculinity, as it has been marketed in the category since its inception. So instead of joining the usual male celebrity brand-wagon, it chose to expand the meaning of what it means to be a real man, by grooming the neglected statues of India’s most loved and respected national heroes.