How much time really does a Cannes juror get to understand a case or piece of work s/he hasn't come across before? Too little. It's up to us to help them get acquainted with the good work prior. While we do that through the year, this Riviera season we have decided to go the extra mile to celebrate the contenders.
We present here entries from Indian / South Asian agencies that their creators believe will be in contention for Lions at the 2016 International Festival of Creativity, Cannes.
This project is billed as one that could bridge the gap between children suffering from the learning disability dyslexia, which affects 1 in 10 children, and the others. A book of the ‘dancing letters’ helps affected children comprehend the distinction between similar-looking letters and numbers, and also helps parents and caregivers appreciate their hurdles in comprehension. Craft for good.
The Blue Dot
Categories: Direct, Health & Wellness, Media, Titanium
Like the green dot for vegetarian and brown for non-vegetarian fare on food menus, the attempt here was to bring about a ‘Blue Dot’ to signal diabetic-friendly items. The first steps were to come up with the definition of what is diabetic-friendly with the help of specialists, including nutritionists, diabetologists and chefs. It started off as a pilot with a couple of restaurants in Mumbai by the United Diabetes Forum, and has seen over 150 establishments express interest in adopting the blue dot. The intent is to take the initiative, which has started off in the world’s diabetes capital, India, across the world.
Categories: Cyber, Digital Craft, Direct, Health & Wellness, Promo & Activation
A large percentage of the visually impaired cannot read Braille, leaving them distanced from the joys of texts, including poetry. Omron decided to let them hear the poetry. And to source narrators, it teamed up with ebay to ask digital audiences to record poems, incentivizing them with gift vouchers. A gesture that opened minds, lending light where darkness prevailed.
Radio Mirchi - Rudaali
Categories: Film, Film Craft
When the radio station with the tagline 'Mirchi sunne waale always khush' wanted to build on the happiness plank, the agency turned to rudaalis, or professionals mourners hired to cry at funerals. The film shows a head mourner trying desperately to get her entourage to cry, but they simply can't deliver. She discovers that they are listening to the 'happy' station and hence their condition.
This film delivers the message that anything can happen, anytime, to urge viewers to get insured. And it does so taking the humour route, without getting morose about it.
A couple and their son walk around a street fair towards a magic show. The magician's assistant picks the husband for his next act. With his son and onlookers egging him on, the man reluctantly steps in. The magician turns him into a pigeon to a round of applause. As he's about to turn the pigeon back into human form, the noise of a balloon bursting makes the pigeon fly from the spot. It joins other pigeons taking flight and they settle atop a building. As the wife and son look on in shock, the film ends with the message, 'Anything can happen in life, get insured.'
Wondering what Campaign India's picks are? Watch this space. Send in your contenders to firstname.lastname@example.org and email@example.com.