Grey India that has been high on the metal front of late, is all geared for the Cannes Lions International Festival of Creativity. Some of work the agency has entered at the Festival this year includes work done for its clients such as Alienware, Caligrapher Achyut Palav, Cupid Green Love, Janhit Manch and Killer Jeans
Grey India is particularly excited about the work done for Killer Jean amongst others. Incidentally its Killer Jeans catalogue also picked up a Gold for art direction at the Abby Awards at GoaFest 2012.
“My favourite is the Killer Green Fold. It’s brave, genuine work that can’t be slotted into a particular media or category. When Killer was launching its pair of Water Saver Jeans (each pair saves over 100 liters of water thanks to a special process) we actually sent the jeans back to the client and told him to dye each pair green on the inside, so that when the wearer folded his or her jeans as they normally do, it had a green fold versus the normal blue one. So each piece of jean actually communicated that they and (therefore) the wearer saved over 100 liters of water,” said Amit Akali, National Creative Director, Grey India.
While the campaign has a film, print and other media to support it, the idea of the Green Fold makes the jeans itself a piece of communication.