Cannes Contenders: Cheil 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…
Cheil Worldwide India
95% of all learning happens from seeing and hearing. As the deafblind can neither see nor hear, they live life in a void. While Braille helps them read and learn about the world around them, it is not a two-way communication language like talking, chatting or even sign language. How can we overcome these limitations by using technology? Thus was born the Good Vibes Project.
Since the deafblind deciphered all things by touching & feeling them, we needed a technology or medium that had tactile feedback at the core of it. And it had to be easily available, affordable, and dependable. We found all those qualities in the ubiquitous smartphone. We simply found a way to convert English alphabets into tactile inputs (tap/long press) and back into tactile outputs (distinct vibrations).
So for the first time in human history, the deafblind have a two-way communication tool. Available in the form a mobile app, Good Vibes is harnessing the power of the smartphone to empower the deafblind community across the world.
Cheil Worldwide India
In India, boys are considered better than girls. In fact, being called a boy is the greatest compliment that a girl can get. Many families continue to reward their girls with this ‘adjective’ without realising that boys are boys and girls, girls. We shared the true story of Seema Nagar, a student of Samsung Technical School. Like everyone else, Seema’s father used to call her ‘beta’ or son. Till one day she used her technical training to prevent a family disaster. And proved the worth of a daughter.
Cheil Worldwide India
India’s first ever FIFA event, the Under17 World Cup was an opportunity for us to start the country’s first footballing revolution. To tell the youth that India’s future in football begins with adidas we created a hair-raising, ‘Anthem’ calling upon the youth that now is the time to begin. Casting the most talented, local stars from youth academies across the footballing pockets of India, we highlighted the passionate rituals and die-hard attitude of the youngsters who have already started the revolution. We showed them the big stage, the big opportunities and the big future that is theirs for the taking and they just can’t miss this bus. Everything presented in an international format that appeals to them.
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.