Cannes Contenders: J. Walter Thompson

Blood Banking

Blood banks rely on donations. And those donations were never enough to meet demand. The Indian Red Cross Society’s agency decided to change the game. They asked people to ‘save’ blood instead, with ‘Savings Accounts’ for blood. A Blood Banking App also allows account holders to track all aspects of their accounts. They could transfer deposits to their loved ones, withdraw when needed, and so on. In the first month, 152,000 accounts were opened. If a million account holders make their three deposits a year, India will have wiped out its blood deficit. That’s the target.

Pepsi

See The Radio

Hellen Keller’s Institute for the Deaf wanted to make 27 September, World Day for the Deaf, memorable for its students. The idea was ‘The world’s first live radio show for the hearing impaired’, with the help of interpreters.  

Rin Career Ready Academy

For the detergent brand Rin, the agency conceived this mobile-based English learning academy to help women get career-ready. After pilots in two States, the intent is to take the initiative national. This campaign has enough legs to carry on for many years, thanks to the need it serves. The brand fit is perfect: keep shining. 

LinkedIn Robbers

Reaching HNIs was the challenge and fake profiles of ‘robbers’ on LinkedIn was the chosen route. These ‘robbers’ then visited the senior executives’ profiles, drawing them to their own profiles thanks to the ‘Who’s viewed your profile’ feature. Before they got caught by the professional network, the robbers managed to deliver Godrej Security Solutions’ message, and win the brand some applause from its TG.

Godrej Securities – The Uncle

Witty use of radio. A robber who has broken in pretends to be an innocent uncle of the resident.

Fountain of Sight

This installation was made using walking sticks of people who have secured eye donation, because there are still many waiting in darkness.

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