Cannes Contenders: McCann Health 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…
McCann Health India
With around 65 million patients, India is known as the diabetes capital of the world. In addition to medication and exercise, diet plays a crucial role in managing diabetes. However, making the right food choices has always been a difficult task.
In India, brown and green dots are used to identify non-vegetarian and vegetarian food. So to help people with diabetes understand what was safe for them to eat, we introduced an idea: The Blue Dot – an easy way to identify diabetes-friendly food. As simple and easy to decipher as the brown and green dots.
McCann Health India
India has the world’s largest population of the visually impaired, and a severe lack of facilities for them. We decided to crowdsource an online, audio library of poetry for the visually impaired – by making poetry into the world’s newest form of currency.
Every day, 125 of the people who recorded a poem on “Your Voice, Their World” got an eBay voucher, thus allowing them to #PayWithYourVoice.
With 118 million impressions; 3.4 million people reached; and over 3,900 poems recorded within 10 days, the world’s newest currency stands strong.
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.