Cannes Contenders: Innocean Worldwide 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…
One of the biggest problems affecting India is unclean roads and apathy towards littering. Habitual behaviour of littering amongst Indians, especially when on the road only adds to the overall garbage production of around 140,000 tons daily in India.
There was no easy solution. So we decided to spark a behavioural change in consumers by creating a garbage disposal mechanism that would be practical and benefit all those on the road, driving or travelling in their Hyundai cars. The solution had to ensure that the drivers/passengers were not inconvenienced with regards to disposing litter while they were on the road.
Thus the “Swachh Can” was created to stop garbage disposal right where it’s created. Literally, at an arm’s length from all those who were in the vehicle. This portable garbage disposal can was designed to fit into a cup-holder slot of every Hyundai car
In India, 1317 road accidents occur every day. Underage drivers caused more than 0.162 million accidents between 2012 – 2014. Though the legal age for driving in India is 18 years, the average age of underage drivers was found to be 11 years. Many lives have been lost at the hands of underage drivers yet their parents are not held accountable for it. Also, no severe measures are taken since the offenders are treated as juveniles.
On Mother’s Day, while most brands were busy putting out mushy messages for moms, we urged them to toughen up and take a stand against underage driving, even if it means offending their children. The digital campaign was launched with the hashtag #ToughLove.
We are inviting agencies 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.