Cannes Contenders: Cheil India
How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges…
Cheil India
Delhi’s slums have limited access to electricity. Children living in these slums suffer from incessant power cuts that make it extremely difficult for them to study after sunset. This leads to loss of interest and, eventually, dropping out of school. Salaam Baalak Trust, an NGO that runs many schools across the slums of Delhi, wanted a solution to this problem and came to Cheil.
The idea started with the simple insight that all school children have a constant companion – their school bag. Cheil wanted to create a simple and sustainable solution using it. Hence, the Light Bag was born – a school bag that acts as a portable study unit with solar panels and LED lights attached. The bag got charged when the children walked to and from school – and at night became their study lamp by just opening the front flap of the bag.
Cheil India
The idea behind campaign Samsung Galaxy S6 Search was to make Apple fanatics gush over Samsung Galaxy S6 Edge during the launch of iphone 6S. The aim was to hijack Google Search during the iphone 6S launch through disruptive search text ads for Samsung Galaxy S6 Edge+ that emulated Google auto correct suggestions, every time a person typed ‘iphone 6S.’ The insight we harped upon was that users give more attention and importance to what Google suggests than to what we’re typing into it which helped us nail the campaign.
Want to showcase your agency’s best chances at Cannes this year? Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year’s festival. Include a link to the case study/TVC or supply jpegs if it is print.
1 Comment
“Salaam Baalak Trust, an NGO that runs many schools across the slums of Delhi, wanted a solution to this problem and came to Cheil.”
yes, I am sure they did.
“Hey guys, these kids are dropping out of school. What can we do?”
“How about we ask an ad agency?”