How much time really does a Cannes juror get to understand a case or piece of work s/he hasn't come across before? Too little. It's up to us to help them get acquainted with the good work prior. While we do that through the year, this Riviera season we have decided to go the extra mile to celebrate the contenders.
We present here entries from Indian / South Asian agencies that their creators believe will be in contention for Lions at the 2016 International Festival of Creativity, Cannes.
We present here entries from Indian / South Asian agencies that their creators believe will be in contention for Lions at the 2016 International Festival of Creativity, Cannes.
Tigress Tigress has two contenders.
The Spun Project
Category: Glass Lions
“When you buy a Spun product, you don't just buy an exclusive work of art. You help save tradition and you help in women empowerment all at once,” says the copy on SpunThreads.org, an initiative of the Welspun Group.
Billed as ‘Threads with soul’, Spun envisages women as agents of change, empowering them by allowing them to express their embroidery skills, while reviving dying arts of the region. The company set up its new manufacturing facility at Anjar near Bhuj, which was devastated by the 2001 quake. It also set up vocational centres close to homes to encourage women to be part of the venture. Promotions include a three-day trail experience since February 2016, branded ‘Spundana’ (Motivation).
The website features ‘Cultural Threads’, ‘Artistic Threads’, ‘Story Threads’, ‘Community Threads’ and so on, while each e-commerce purchase provides the story of the creator of the piece, the art she has used and how it impacts her life.
The Book of One
Category: Design Lions
This entry from the agency is hoping to crack it in design. The brief was to create an annual giveaway for Welspun Home Textiles targeting a younger audience. The agency decided to keep with something relevant to the audience, but presented to them in a manner they could relate to. Thus was born the coffee table book of 12 chapters, each presenting a ‘Mod God’ – a present day version of mythology, with legendary characters recreated as modern superheroes. Each of them is The One.
Wondering what Campaign India's picks are? Watch this space. Send in your contenders to [email protected] and [email protected].
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