All the medals in Media category brought to India once again are by pure creative agencies – Leo Burnett, Cheil Worlwide and BBDO India
BestMediaInfo Bureau | Delhi | June 20, 2012
Once again, Indian creative agencies have brought home three Media Lions at the 59th Cannes Lions International Festival of Creativity. Cheil Worldwide and Leo Burnett have won a Silver Lion each while BBDO India has won a Bronze Lion. All three agencies had two nominations each in a list of nine Indian entries shortlisted from 130 entries in the Media category. Other shortlists from DDB Mudra Group, OMD and Mindshare failed to convert into awards.
The winning Indian campaigns are Cheil Worldwide’s ‘Minus One Project’ for Samsung, Leo Burnett’s ‘Ink Pad’ campaign for Door Step School, and BBDO India’s ‘You Shave. I Shave’ campaign for P&G’s Gillette Fusion
Last year, Lodestar UM had won a Gold and Maxus Mumbai bagged a Silver Lion for India in the Media category.
Cheil Worldwide’s ‘Minus One Project’ for Samsung that won a Silver Media Lion was shortlisted in two sub-categories of Media Lions – Best Use of Integrated Media, and Charities, Public Health & Safety, Public Awareness Messages.
The ‘Minus One Project’ was a CSR campaign to save the world’s forests. The campaign, created by the Indian creative team of Cheil Worldwide, was adopted as a global best practice by Cheil offices around the world.
Conceptualised for Samsung Printers, the campaign had delivered a unique solution to save paper. It conveyed that by doing something as simple as reducing the font size of a document by 1 point before printing, we can reduce paper consumption for printouts considerably, almost up to 50 per cent. That would mean a lesser number of trees going under the axe. Just a few seconds of effort will add years to forests.
Executive Creative Director: Varun Arora
Creative Director: Shiva Kumar, Dinkar Porwal
Art Director: Kamlesh Jangid, Shubhasis Bhatacharjee
Senior Copywriter: Vishal Sagar
‘Minus One Project’ Video:
Leo Burnett’s Silver Media Lion for its ‘Ink Pad’ campaign for Door Step School was recognised as ‘Best Localised Campaign’ in the Media category.
Insight, Strategy and Idea: In India, if you can write your name, you are literate. Even with such a simple definition, 40 per cent of the country is illiterate. The reason behind such a low literacy rate is largely the lack of will in adults to learn. We knew we had to do more than just a simple communication to change this behaviour. Illiterate adults want to learn but they have inhibitions about joining a school so late in life. When it comes to signing on official documents, thumb impression is a common alternative that illiterate adults use. Thus, over a period of time the thumb impression has become a symbol of illiteracy in India. Leo Burnett Mumbai tapped on the insight that illiterate individuals use their thumb impression instead of signing their names and conducted a door-to-door activation campaign. The agency used this symbol of illiteracy to entice the target group and encouraged them to join Door Step School.
Creative Execution: The most identifiable symbol of illiteracy – the thumb impression – was used to deliver the joy of writing. The agency designed an ink pad that allowed illiterate individuals to print their name. A transparent sheet with cut-outs of the alphabets of Hindi (Devanagari script) was placed on top of the ink pad. When the thumb was pressed onto it, only the ink from the alphabet cut-out portion would get transferred on to the thumb. When the thumb was pressed, the alphabet would get printed on the paper. Thus, alphabet by alphabet people could write their name. This unique tool was used to get in touch with specific target groups in and around Mumbai and with the help of local volunteers got illiterate adults to write their names using the ink pad. The joy of being able to write evoked a spirit to join the programme and learn. Spot registration only helped the cause.
Results and Effectiveness: As expected, the ink pad helped our volunteers to grab the attention of the otherwise uninterested target group of illiterate adults and helped us convert their unwillingness to learn into a desire to learn. With the help of few local volunteers, Door Step School saw a huge 600 per cent increase in recruitments for the 2011 adult literacy programme. The success of the campaign has encouraged the NGO to carry on the activity in other cities and set up more camps for their 2012 programme.
National Creative Director: KV Sridhar
Executive Creative Director: Nitesh Tiwari
Creative Director: Vikram Pandey
Art Director: Amit Thakur
Production House: Dancing Elephants Picture Company (Bhushan & Ninad)
Director: Auggie Fernandes
Director of Photography: Kevin Periera
Still Photographer: Mugdha Gudhe
Ink-Pad Fabricator: Bhaarat Godbole
Director of Door Step School: Bina Sheth Lashkari
BBDO India won a Bronze Lion for the ‘You Shave. I Shave’ campaign for P&G’s Gillette Fusion. The media agency for this campaign was Mediacom India.
Insights, Strategy and the Idea: The objective of the campaign was to grow the category. Most Indian men think stubble is cool and desirable to women, but research showed that 77 per cent of women prefer clean-shaven men. The idea: Involve the one audience that our target admire and look up to: The Women of Bollywood. These leading ladies turned from actors to activists, and launched a movement called ‘No Lipstick, No Shave’.
Creative Execution: The women of Bollywood launched a movement called ‘No Lipstick, No Shave’. Using social media and press conferences, they urged all Indian women to refuse to wear lipstick till their men shaved. This created buzz in newspapers, on television and on social media. The controversy peaked when at a mass shaving event 150 women shaved their legs simultaneously as men shaved off their stubble. Picking on this, Gillette decided to create a win-win situation. Gillette launched its special ‘You Shave. I Shave’ packs, through which they also promoted their women’s razor, Satin Care, along with the Men’s range.
Results and Effectiveness: The campaign got over $3.63 million worth of free editorial coverage and over 700 million free editorial media impressions. A record 10.5 million new men entered the shaving category; 7.2 million bought Gillette Systems. Category growth accelerated by 2.5 times - registering the highest category growth ever in the past two years. Over 741 million digital impressions and counting. Gillette Women razor sales grew by over 150 per cent in just 40 days. Gillette Razor’s market share reached 83.6 per cent - the highest ever.
Creative Agency: BBDO India
Chairman/Chief Creative Officer: Josy Paul
Executive Creative Director: Rajdeepak Das
Creative Director: Sandeep Sawant/Josy Paul/Rajdeepak Das
Copywriter: Josy Paul/Yohan Daver/Riti Hamlai/Prakhar Deogirikar/Rajdeepak Das/Sandeep Sawan
Art Director: Rajdeepak Das/Sandeep Sawant/Ravi Shanker/Sagar Jadhav/Yohan Daver/Prakhar Deogi
Account Management: Keegan D'mello/Akanksha Saxena
Agency Producer: Divyang Pandya
Production House: Bang Bang Films
Director: Siddharth Sikand
Producer: Vinay Narkar/Roopak Saluja
Director of Photography: Manoj Lobo
Editor: Rajeev Mohite
Activation Agency: Encompass
Media Agency: Mediacom Mumbai
Mainardo de Nardis, Chief Executive Officer, OMD Worldwide, Global was the Jury President for Media Lions while Premjeet Sodhi, COO, BPN (Brand Programming Network), was the jury member from India this year.