JWT India's Black & White campaign roots for spontaneous but meaningful connections

The new Black & White campaign conceptualised by JWT India sets the context for spontaneous get-togethers in a newer and meaningful way

by exchange4media Staff
Published - Apr 17, 2018 6:34 PM Updated: Apr 17, 2018 6:34 PM

Brand Black & White is inviting the young experience seekers of today to reach out and share. That conversation on a park bench, the chat while on holiday, breaking the ice in an elevator…so many people and so many connections go into making the person you are.

The new commercial sets the context for this idea in a new and meaningful way. While the visuals, shot evocatively in black and white, capture the imagination with connections with strangers made while running on a beach, at the theatre or a club, while camping or at a carnival, the voice over takes a leap in establishing a possible relationship with the protagonist.

Directed by the acclaimed Jamie Muir, who is a millennial himself, and produced by Firecracker Films, the film was shot across varied landscapes in Portugal, with a talented team of actors and crew.

Commenting on the new campaign, Abhishek Shahabadi, Portfolio Head for the premium and luxury category, said: “The commercial was created with the aim of spreading the message that personal satisfaction comes from sharing the good things in life, with people around us. The storyboard motivates people to step out and share a bit of themselves, urging them not to hold back, thereby enriching their lives.”

The campaign is conceptualized and written by Priya Shivakumar, Senior Vice President & Executive Creative Director, JWT Bangalore, who said, “What if we saw a stranger as a connection waiting to be made, or as a role they could play in our life? Would we then, be more open to reaching out and sharing? In a world of superficial connections and transactional relationships, we wanted this message to go beyond the medium and make a difference to people’s lives. So that next time you’re alone at a table in a café or waiting for that delayed flight to take off, you look up from your phone, look around and find a meaningful connection that could enrich your life in ways you cannot imagine. That could be the stuff of riveting stories or memories held dear.”


Credits:

Chief Creative Officer: Senthil Kumar

ECD & Writer: Priya Shivakumar

Creative Team: Jayanarayanan Kakkara, Deepak Manohar

Production House: Firecracker

Director: Jamie Muir

Music: Naozad Patel

Account Management: Kartik Krishnamurthy, Swati Singh

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