Vinayak Shinde, Creative Director, Medulla Communications, was chosen for the global Reckitt Benckiser, Cannes Lions Health Innovation Hack, by Lions Health and RB. Shinde who was a part of the winning team writes about his experience...
This year Cannes Lions introduced the inaugural RB & Lions Health Innovation Hack. The task was to conceptualize a product which will help in managing/saving children in India from the ill effects of air pollution. The concept was to bring together the best creative minds (as creative catalysts) from across the world, collaborate with Reckitt Benckiser’s R&D team and crack a feasible solution. I was one of the twelve creative catalysts selected for the assignment by RB. To be chosen for a task like this was an opportunity, not just to utilise my creative abilities for winning a hack, but to work towards a genuine cause.
The hack started on 17th June 2016 over an evening session wherein the three teams were announced followed by an assignment overview, but the actual task wasn’t revealed. The next day all teams were given the clear brief of creating an innovative product which was to be conceptualized within 24 hours and presented the next day at 11 am.
To further fuel the creative thinking the organisers had arranged workshops and award winning reference screenings too. The challenge was to gel in as a team as quickly as possible, which meant collaborating with professionals from diverse profiles, come up with creative options, analyse it with the R&D expertise and finally agree upon the best possible solution that could be presented to the jury.
As per rules, the pitch needed to be a presentation with no more than 10 slides with precisely five minutes of presentation time and 24 hours to prepare it. At 11 am on 19th June 2016 (Sunday) all teams presented their unique product ideas to the jury. The competition was tough and I am glad that I got the honour of leading the creative for the winning team of the inaugural “Lions Health Innovation Hack”. I mean it was a mad workathon for me, juggling through the awards ceremony and the hack wherein I could not afford to miss the opportunity of receiving our agency awards on stage and then quietly skipping the celebrations midway to complete my assignment. It was an awesome experience to win a personal Lion. The team effort had paid off and we could hardly content our joy. The feeling is yet to sink in and the joy is yet to be shared with my team at Medulla.
As I leave for India today, I have a reply for my friends from the fraternity who used to ask me, “Kya kar raha hai healthcare mein yaar, humare pass dekh, mainline ke clients hai, FMCG products hai, crores ka budget hai, kya hai tumhare pass? To them I say - Mere pass apna personal “Lion” hai!