​​Indian Contenders at Cannes

With the Cannes Lions International Festival of Creativity 2018 a month away, a glimpse at the '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?

We present here the print entries from Indian/South Asian agencies that their creators believe will be in contention for Lions at the 2018 International Festival of Creativity.

01 Jun 2018 | By PrintWeek India

Class Teacher - Nestle Times Power of print  
India is haunted by a long past of suppression of girls and womankind. They continue to be suppressed domestically as well as communally and this traces back to when they were girls, deprived of the fundamental right to education. Owing to a lack of means and inclination, traditionally, the country has favoured only boys for education.   The idea was to bring alive the famous quote - ‘If you teach a boy, you educate an individual; teach a girl and you educate the entire community.'  

The device of a class photograph has been used to illustrate the fact that when a girl child is educated, she also helps educate the rest of her family and community. So in the photograph, the place of the teacher is taken by a girl wearing a school uniform, and her ‘students’ are the members of her family.

Every bucket of water saved counts - Rin   
Rin introduced a unique Smart Foam Technology which reduces water consumption while rinsing clothes by half. This led to a 360 degree campaign – ‘Jal Samruddh Maharashtra’ that included building check dams, educational films and on-ground demonstrations on water saving. Having addressed the Maharashtra audience last year, Rin now wanted to reach out nationally to those unaware of the larger part of the country’s struggle with water crises. Create shock value - inspire the ‘haves’ to do their bit to save water, thereby support the ‘have-nots’. Thus create a national buzz among influencers.  

The idea was to create a stark image of an almost- dry well plunging into Mother earth looking like a bucket which is what most Indians use to do their washing. The well / bucket has perilously low levels of water so it is unable to quench the thirst of the hundreds gathered around it.


Story courtesy: Campaign India

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