MUMBAI: Looks like Indian digital work is leaving a good mark at global platforms. At Cannes Lions 2014, JWT’s work for Nike India won a Silver Lion along with two Bronze Lions in the Cyber category. The campaign titled ‘Make every yard count’ was a digital film created by the agency that was then splashed across social media platforms.
The agency crowd sourced 225,001 images of cricket enthusiasts out of which 1,440 were used in the film. Athletes were invited, via social media and Nike Cricket’s official website. Around 108 travel photographers went around playgrounds, streets, gullies and cricket pitches across the country.
An interesting soundtrack was composed using chants, breaths, appeals, screams and sledges that one usually hears during a cricket match. The video received over 2.5 million impressions during the online campaign period.
In the same category, O&M India’s work for Akansha Foundation bagged a Bronze Lion. Three Grand Prix were awarded in the category, Iconoclast Paris, Forsman & Bodenfors Gothenburg and Creative Artists Agency-Los Angeles won for ‘Pharrell Williams – 24 hours of happy’ campaign, ‘Live Test Series’ for Volvo Trucks and ‘The Scarecrow’ for Chipotle Mexican Grill.
Under the Design Lions, O&M’s Cleft to smile campaign for Operation Smile India bagged a Gold Lion. The campaign that aimed to spread awareness around issue of cleft using Twitter as a platform. In all, over 20,000 tweets were received with the support of celebrities on the platform. According to the agency the campaign reach was 30 million. The symbol :{to:) that stands for cleft or ‘:{‘ to smile or ‘:)’ became the world’s most tweeted logo.
McCann’s campaign for Perfetti Vans Melle fetched a Bronze Lion in the same category. The entries submitted for this campaign are titled as ‘Mango’, ‘Pear’ and ‘Tangerine’.
The Grand Prix went to Adam&EveDDB London for its campaign for Harvey Nichols.
Grey Worldwide India won a Gold Lion in Press lions for its campaign for P&G’s Duracell Batteries. The agency submitted three entries ‘Choo-choo’, ‘Remote Control’ and ‘Camera’ under this category.
JWT received a Bronze Lion for its Press campaign for Godrej Security Solutions; the three entries submitted in this category were ‘House’, ‘Antique Store’ and ‘Music Store’.
It can be noted that a total of 95 Press Lions, 68 Design Lions and 145 Cyber Lions were given away. However, no Indian entry picked up any award in Radio Lions.
