India grabs a Bronze Lion in the Direct category at the 60th Cannes Lions International Festival of Creativity. DDB Mudra’s ‘Help Desk’ campaign for NGO Aarambh has helped India secure the only metal, under the best low budget sub-category.
There were three shortlists from India competing for the metals in Direct Lions. Leo Burnett’s entry for Coca Cola’s Reflection of Music – Table Mat campaign was shortlisted in the Ambient Media (small scale) and Publications and Media categories.
Aarambh, an NGO created as a Community Service Centre for marginalised families in urban slum and rural areas, wanted to help students, who are not as privileged, with basic facilities, in order for them to be more comfortable at school. They found that most schools, in rural areas didn’t have proper desks, which led to poor eyesight, a hunched back leading to bad posture and bad writing. The students didn’t have bags also. They used discarded cartons, economical and easily available, to make a portable desk. They used a pre-set stencil design, to cut, fold and create a slick desk, which when folded, also served as a school bag.
‘Metro Trains’ by McCann Melbourne is the Grand Prix winner in Direct Lions this year.
Mark Tutssel, Worldwide Chief Creative of Leo Burnett and Jury President for Direct Lions said, “Our quest was to find ideas. People today demand a direct reward for their communication. Our goal was to find work that used creativity in a new way to break the rules and touch human chord. ‘Metro Trains’ transcended all communication across all media. The campaign resulted in 21 per cent reduction in railway deaths. It is the start of a transformation, and a result of leveraging technology very well.”
Last year Ogilvy & Mather won a Bronze Lion for its ‘Ifold Vodafone India Saving Paper’ campaign for Vodafone India under the best low budget sub-category.
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