In an attempt to raise awareness of the importance of staying indoors, Wunderman Thompson South Asia has planned a digital film for Tata Pravesh — a brand of steel doors from Tata Steel.
The challenge for Wunderman Thompson was how to get this done at a time when most of the entire world was behind closed doors, production houses included. The only solution was to leverage the strength of the nationwide network. They turned to colleagues across offices — Mumbai, Delhi, Chennai, Bangalore, Hyderabad and Kolkata — asking them to contribute videos shot on smartphones of the doors in their homes being shut, bolted, barred or latched.
The response of crowdsourcing was overwhelming. The request was sent to the network late last Friday and were ready with the final film the following Monday. 50% of the responses were stitched together, the balance having to be omitted because of the demands of the edit.
The film is a montage of doors being shut. It signs off with the message ‘Only a closed door can open up roads to fight corona virus’ and beseeches people to ‘Take Quarantine Seriously’, that being the only way to #ShutOutCorona.
P. Anand, Chief, Services and Solutions Business, Tata Steel Ltd., said, “Tata Pravesh has always connected with social messaging and opened minds through all our films so far — Mother’s Day, Independence Day, World AIDS Day and Election Day. The Shut Out corona film which urges people to take steps to prevent the scourge of corona is another small contribution by Tata Pravesh to help the cause.”
Arjun Mukherjee, ECD and VP, Wunderman Thompson, Kolkata, said, “It's high time, we the citizens, take quarantine seriously and do whatever it takes to flatten the curve. To begin the fight back all it takes is not to step outside and shut the door. This perfectly timed film drives awareness of staying indoors, that being the only way to neutralize the virus.”
Vijay Jacob Parakkal, Senior VP and Managing Partner, Wunderman Thompson, said, “These are truly testing times, I am glad we were able to partner Tata Pravesh doors on this extremely relevant film. And I am proud the way the entire Wunderman Thompson family came together while working from home and helped us pull off this film. Please do watch the film and shut those doors. Stay in, Stay safe. Folks!”
Client: Tata Pravesh — a brand of Tata Steel
Agency: Wunderman Thompson South Asia
Project Head: Vijay Jacob Parakkal, Sr. VP & Managing Partner
Creative Team: Senthil Kumar, Chief Creative Officer, Arjun Mukherjee, ECD & VP, Moeinuk Sengupta, Creative Director
Account Management: Nilanjan Sarkar, Account Director
Production: In-house at Wunderman Thompson