Cannes Lions Day 2: Indian agencies win eight more metals

This includes a Gold, four Silver & three Bronze Lions

Mumbai: Outdoing its seven Lions haul on day one of the Cannes Lions International Festival of Creativity 2021, Indian agencies clinched eight metals on day two, bringing the country's overall tally to 15.

The eight metals won include one Gold, four Silver and two Bronze Lions, with DDB Mudra Group’s ‘Project Free Period’ campaign for Stayfree bagging India’s second Gold Lion at this year’s fest. The campaign won the metal in Creative Strategy category under the audience insight sub-category.

Dentsu Webchutney’s The eight-bit journo for Vice Media bagged two Silver Lions and one Bronze Lion in Direct Lions, Creative Strategy Lions and Direct Lions, respectively.

Continuing its winning spree on day two, FCB India brought home a Silver Lion for Mumbai Police’s Punishing Signal in the PR category and Not-for-profit / Charity / Government subcategory. With this latest win, the agency leads India’s tally with six metals.

Ogilvy Mumbai bagged a Silver Lion for Dove #StopTheBeautyTest campaign in the Creative Strategy category under FMCG. Ogilvy Mumbai’s #NotJustACadburyAd campaign for Mondelez also won a Bronze Lion in Creative Data under Data-Driven targeting category.

Lowe Lintas’ Bronze Lion win for its HUL’s Lifebuoy ‘H for Handwashing’ campaign in Media under Excellence in Media Execution sub-category rounded off day two’s haul for India.

Tuesday’s wins were in the Creative Data, Creative Strategy, Direct, Media and PR categories. Here’s a look at the winning campaigns on day two of Cannes Lions 2021:

 DDB Mudra Group’s ‘Project Free Period’ campaign for Stayfree

DDB Mudra Group’s campaign showcases how women in the sex trade actually look forward to periods as a welcome pause and time off from their regular work, in contrast to the opinions usually expressed by women during periods. The campaign #ProjectFreePeriod in collaboration with Stayfree India, attempts to change the conversation around two of India’s biggest taboos- periods and prostitution by reaching out to commercial sex workers in the country and helping them step out of the trade, by equipping them with other skills, one period at a time.

 Dentsu Webchutney’s The 8-bit journo for Vice Media

This unique campaign was launched in 2019 when the people of Jammu & Kashmir were facing a communications blackout. Mobile networks and more importantly, internet access had been severely curtailed following the revocation of Article 370 by the government. Due to which, the average person who stayed updated through these channels, couldn’t. As SMS services resumed, the campaign combined decades-old technology and launched the world’s first teletext news portal: The 8-Bit Journo. Relevant news stories that came out in the last 4 months were recreated and sent out as text messages to lakhs of Kashmiris, thus connecting a generation of internet users, without the internet.

  FCB India’s The Punishing Signal for Mumbai Police

Through this brilliant campaign, Mumbai Police and FCB Interface collaborated to teach Mumbai’s reckless honkers a lesson. They transformed a passive street signal into a Punishing Signal – one that taught Mumbaikars ‘how to #HonkResponsibly’.

 Ogilvy Mumbai #StopTheBeautyTest campaign for Dove

This film by Ogilvy captures what Indian women go through during a typical arranged marriage matchmaking setup. It highlights society’s fixation with certain beauty ideals, wherein anyone falling short of those standards are made to feel rejected or

undesirable. The film questions ‘How much beauty is enough?’and exhorts us to ‘Stop The Beauty Test’.

Ogilvy Mumbai’s #NotJustACadburyAd campaign for Mondelez

Here’s how Ogilvy made a Cadbury ad also an ad for hundreds of small local businesses across the country through this much talked about campaign for Mondelez. Which’s the reason they called it ‘Not Just A Cadbury Ad’.

 Lowe Lintas’ ‘H for Hand Washing' for HUL’s Lifebuoy

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