Campaign India Team
May 09, 2023

Cannes Contenders 2023: ^ a t o m

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

Cannes Contenders 2023: ^ a t o m
India had a great run at the Cannes Lions International Festival of Creativity in 2022, with a total of 47 metals.
 
We start the build-up to the 2023 edition, with our annual Cannes Contenders series.
 
Campaign India aims to 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.
 
^ a t o m has two such entries which are entered in 11 categories.
 
Reliance General Insurance
The D Series Project
 
 
In India, lack of awareness and complicated processes lead to low organ donation numbers, resulting in 5 lakh deaths annually. To address this, we launched The D-Series Project that used pre-roll ads before popular songs, targeting specific organs based on the song's title. Since several song titles have mentions of body parts like the heart (dil) and eyes (aankhein), the brand used popular numbers to talk about organ donation. The campaign saw get around 10,000 people taking the pledge to donate organs.
 
By utilising a new or unconventional media channel, the campaign was able to capture the audience's attention and deliver the message in a fresh and memorable way, ultimately resulting in increased brand awareness and prompting an increase in the number of organs pledged for donation.”
 
Reliance General Insurance
EmerJersey
 
During the festival of Dahi Handi, a number of people get injured, leading to hospital emergencies. Due to the various medical procedures involved it takes long to get the treatment started and this is what Reliance General Insurance wanted to address with EmerJersey where all the medical details were printed on their jerseys and the washing tags. The campaign created an impact with the then Mayor of Mumbai voluntarily promoting EmerJersey and assuring to implement it across teams, saving 100K lives annually. 
 
Many sports teams, autorickshaw drivers, and a school chain also adopted the concept of EmerJersey.
 

 

Source:
Campaign India

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