Cannes Lions 2021 started on a strong note for India, as agencies grabbed awards across categories. Here’s all you need to know about the winning campaigns from the year.
Cannes Lions International Festival of Creativity 2021 kickstarted on 21st June with Indian advertising agencies bagging seven Lions on Day 1. FCB Interface’s “The Punishing Signal” campaign for Mumbai Police alone won five lions including the first Gold Lion for India under the Health & Wellness Category. Geometry Encompass and Lowe Lintas grabbed bronze Lions under the same category for their campaigns for Lifebuoy on Day 1.
On Day 2 of the Cannes Lions International Festival of Creativity 2021, India won its second Gold Lion for the “Project Free Period” campaign for Stayfree created by DDB Mudra. Adding on to the list, Dentsu Webchutney, Ogilvy, and Lowe Lintas also won various positions making it a total of eight lions won on Day 2.
On Day 3, Dentsu Webchutney won a Silver for their Thappad trailer launch campaign, which urged consumers to report the trailer because of the violent nature of the content.
In addition to the list of awards, below is a brief understanding of each of the winning campaigns from Day 1, Day 2, and Day 3.
The Punishing Signal for Mumbai Police
Health & Wellness-PR
Health & Wellness-Outdoor-ambient
The Punishing Signal is a campaign for Mumbai Traffic Police to address the problem of noise pollution on the city roads. The campaign used special decibel meters on the traffic signals that forced the people to wait longer at the signal if the noise exceeds 85dB. It was done to teach all Mumbaikars that honking isn’t the way out at signals.
Hackwashing for Lifebuoy
Health & Wellness
The Hackwashing campaign was created to provide a social-hacking solution to fight against germs. Hackwashing is a wearable ink made of Lifebuoy that turns into soap when in contact with water and was introduced at Kumbh Mela.
H for Handwashing for Lifebuoy
Health & Wellness
H for Handwashing campaign aimed to transform the letter H into a symbol for handwashing alongside accelerating handwashing behavior amongst children. It also inspired others to join the movement while fighting against the global pandemic.
#StopTheBeautyTest for Dove
Stop The Beauty Test by Ogilvy is a film that features real-life conversations of women from across India, capturing the reality of beauty standards when it comes to the matchmaking process. The campaign inspired people to look beyond those beauty standards.
#NotJustACadburyAd for Cadbury
Not Just A Cadbury Ad highlighted the spirit of generosity during these hard times. The Diwali campaign provided an advertising platform to all the local retailers and businesses who have been affected during the global pandemic through geo-targetting.
Project Free Period for Stayfree
Project Free Period was launched in the red light areas of Mumbai to teach women various skills, creating support for these women as they navigate through life. The campaign aimed at bringing a change in the lives of women living in such areas and helping them in stepping out of exploitation.
The 8-Bit Journo for Vice Media
The 8-Bit Journo campaign aimed at reconnecting the Kashmiris to the world. Under this, relevant news stories that the Kashmiris must have missed out on because of limited connections would be converted into Teletext and sent to them through SMS.
The World’s Most Reported Trailer for Thappad movie
Entertainment-audience engagement/distribution strategy
The World’s Most Reported Trailer campaign prompted the viewers to use the report feature of YouTube to report the second trailer of the movie ‘Thappad’ where the male lead slaps his wife that was played by Tapsee Pannu.
These were the Indian agencies that raised the bar at Cannes Lions 2021.
Stay Tuned as we keep updating the winners list.
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