Cannes Contenders 2023: Enormous

Believe your entry deserves a Lion? Send us the work and the case

by Campaign India Team | 01/06/2023

India had a great run at the Cannes Lions International Festival of Creativity in 2022, with a total of 47 metals. Now in 2023, Campaign India aims to lead the charge from this region by showcasing all of India's entries to the festival through our 'Cannes Contenders' series.

This is based on the premise that Cannes jurors don’t get enough time to scrutinise and deliberate a piece of work they haven’t really come across before. This series is a way of acquainting them with the good work from India and South Asia before their judging stint.

Enormous has one such entry.

Asahi - Silence

The objective of the campaign was communication which is fresh and memorable. It needed to convey the product offering in an innovative way.

The narrative of the films comes alive with a mix of two perspectives. One is from inside the apartment and the other where the action is happening outside. The ads narrative forces the inside-perspective (absolute silence) on the participants outside. We see the participants acting as if they are being cognizant of the person inside the apartment and to ensure that she isn’t being bothered by the noise of the entire event i.e., robbery happening outside.

The participants are holding a finger on their lips to emphasise this.

Once the premise is established, the narrative opens up myriad opportunities to mine further humor, that brilliantly absurd stretch of how the bullet is fired and how it hits the robber ahead.

We then see a woman meditating, who is then suddenly disturbed because of the noise of the window opening suddenly. The window then closes to absolute silence with the product pitch being revealed.