Seven Indian entries have been shortlisted in the Direct Lions
category at Cannes Lions 2012. While BBDO India has got two
entries shortlisted, McCann World Group, Leo Burnett, O&M,
DDB Mudra Group and Cheil Worldwide have gained themselves
one spot each.
India's entries were shortlisted in sub categories - 'Dimensional
Mailing' and 'Direct Response Digital: Email Marketing' for
its campaigns for Johnson's Baby and Child Welfare Fund respectively.
campaign for Johnson's Baby, titled India's First D.I.Y. Calendar
for Babies, was targeted at new and first-time mothers with
the key objective being to design a piece that would not just
be a calendar, but engage mothers and help increase their
play time with their baby.
D.I.Y. calendar was designed to showcase the different stages
of the first 12 months of the baby's life, leading to his/her
first birthday. Each month represented a different piece of
baby article that instructed the mother about the new things
she should introduce to her baby.
second entry, titled World's Youngest Job Applicant, was targeted
towards senior executives in corporations to help fund the
education of underprivileged children. Using the insight that
most senior executives normally do not delete an email job
application, BBDO created job applications with attached CVs
of underprivileged children and e-mailed them to these executives.
The CVs detailed the hardships these kids went through in
an effort to get a basic education for themselves, and went
on to tell the reader that with his help these children could
one day apply for the same job.
it the second nomination at this year's Cannes Lions, Leo
Burnett's Ink Pad campaign for Door Step School has been shortlisted
in the sub category Ambient Media & Print Collateral,
Non-Mail (Small Scale). The initiative was an effort towards
increasing awareness and participation in the client's adult
literacy drive. The objective of the promotion was to give
uninterested adults the first taste of how much fun learning
Mudra Group's second shortlist came in the form of its campaign
Growing Trees for Prism Papyrus Private / Fedrigoni in the
sub category Business Products and Services. The objective
was to create awareness about Fedrigoni's new range of recycled
papers and subsequently increase sales. The target audience,
drawn from both existing and new customers, was corporate
print buyers and sellers in Mumbai.
order to drive the point home, the DDB Mudra Group used a
design innovation instead of using a conventional poster.
Making the exercise more appropriate to the brand that is
fiercely eco-friendly, these posters were printed on Fedrigoni's
recycled papers. Thus, rather than preach about the benefits
of using recycling paper, the innovation demonstrated the
same in a visually-engaging manner.
Worldgroup has been shortlisted in the sub category of Dimensional
Mailing for its work for SaReGaMa India titled Keeping The
Legend Alive. The objective of the campaign was to maintain
interest in the Sawai Gandharva music festival after the passing
away of its founder Pandit Bhimsen Joshi.
grab eyeballs, McCann used SaReGaMa's tapes of the late Panditji's
recordings to create his musical portraits where each portrait
was intricately weaved using over 1,100 meters of tape. Five
musical portraits were created and each was brought to life
with the legend's voice, using the audio CD on the canvas.
shortlisted entry this year is its campaign named iFold for
Vodafone India in the sub category Best Low Budget Campaign.
The aim of the campaign was to spread awareness about saving
paper. The idea was to encourage people to fold their bills
and other correspondence extra in order to use smaller envelopes
thus saving paper.
Worldwide's Minus One Project, which it conceptualised for
Samsung Printers, has been shortlisted in the Corporate Image
and Information sub category. The target of the campaign was
to encourage sustainable printing practices and was targeted
at existing and new customers.
Minus One Project encouraged people to print documents after
reducing the font size by just one unit. This reduced the
number of pages required to print the document by up to 50
per cent and people could save trees even while taking printouts.
Hence they found a solution relevant for the brand as well
as nature. Minus One was adopted by many corporate organisations,
schools, colleges and other institutes and presented Samsung
Printers as a brand that comes up with smart solutions for