Ahead of the Cannes Lions International Festival of Creativity 2019, we are back with our 'Cannes Contender' series.
The premise is:
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. We present here entries from Indian/South Asian agencies that their creators believe will be in contention for Lions at the 2019 International Festival of Creativity.
VMLY&R has two such entries.
Kraft Heniz
While gender equality is a much discussed issue, it remains exactly that – “discussed”. A lot of propaganda; little action. In the world’s largest Muslim majority nation, Indonesia; with a fiercely patriarchal culture; changing behaviour around this subject is tough. This is the case of a brand; Kecap ABC actually driving gender equality through an integrated brand experience with its idea ‘Real Husbands Cook’. Using a combination of hard-hitting real stories and on-ground ACTS with real people, the campaign sparked a nationwide debate. It all culminated on Mother’s Day with 1000+ husbands cooking for their wives and setting a record.
India Gate - Conceptualised by The Classic Partnership (part of VMLY&R)
As Indians we take great pride in our traditions. Our culture and values are what define us, but rarely do we ever get the opportunity to use a sacred tradition to do so much more. India Gate, together with The Group Partnership, part of the VMLY&R Group, believed that rice, which is used to shower blessings during every wedding ceremony, can serve a larger purpose. So we created #IndiaDegaAashirvad, a unique initiative that upholds our sacred tradition of showering rice, while giving newlywed couples the option to be prudent with its use, thereby helping millions of less fortunate people.
Also read:
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