Cannes Contenders: Ogilvy & Mather 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…
Ogilvy & Mather India
The pain of an acid attack carries on for a lifetime. Unfortunately, we live in a world where a scarred face makes people feel uncomfortable. We wanted to challenge and change this. The first and best way forward was to find appropriate employment for them. But society was not ready to even look at them, let alone work beside them. This bitter truth was the seed that led us to create the world’s first job portal for acid attack survivors – #SkillNotScars. The creative idea was the way we presented survivor CVs. Instead of written CVs we made ‘VIDEO CVs’. So that employers faced the survivors who were ready to face the world. The video CVs ended with a link that took potential employers to the job site where they could take an in-depth look at multiple survivor profiles and hire them.
Ogilvy & Mather India
Millions of children across rural India still don’t have the habit of using soap while washing hands. They believe water is enough. Countless children succumb to diseases such as diarrhea owing to this neglect. Savlon, one of India’s popular health & hygiene brands, gave a simple solution that worked like a charm. Primary grade students in rural schools still use black-slate and chalk sticks to write with. So Savlon introduced special chalk sticks infused with soap. These could be used to write just like regular chalk sticks, but the chalk powder collected on kids’ hands while writing turned into cleansing soap when their hands came in contact with water. The simple innovation automatically turned washing hands with soap into a daily habit without requiring any extra effort from children.
Pernod Ricard: 100 Pipers
Ogilvy & Mather India
Seagram’s 100 Pipers was running a promotion at select pubs, bars and restaurants with the intent of driving trial and consumption. Consumers who ordered 100 Pipers stood a chance to win an Autographed Fender Guitar signed by the live band playing at the venue. The brief was to create posters to communicate this offer. The posters juxtaposed the guitar with drinking cues. They reinforced the association 100 Pipers had with music and brought the brand even closer to the consumer.
Ogilvy & Mather India
This Women’s Day special puts the spotlight on one of India’s biggest social issues of gender inequality and takes it head on. The film tells a simple, sweet and yet powerful story of the happy result of a newer way of thinking. It’s a tribute to the women who succeed and to the men whose progressive thinking makes them stand by and not in the way of women realizing their potential. The symbolic act of naming the store “… & Daughters” is a global first in thought and sets an example that could potentially have a ripple effect on society.
KFC: You eat. They eat.
Ogilvy & Mather India
The poster campaign ‘You eat. They eat.’ was designed to spread awareness of the ADD HOPE initiative launched by KFC. In India, even today, millions of underprivileged children go hungry every day. KFC through its Add Hope initiative was providing a meal to underprivileged kids each time they sold a meal. They wanted a conversation around this initiative and if possible, invoke participation from people.
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.