Once again, Indian creative agencies have brought home three Media Lions at the 59th Cannes Lions International Festival of Creativity. Cheil Worldwide and Leo Burnett have won a Silver Lion each while BBDO India has won a Bronze Lion. All three agencies had two nominations each in a list of nine Indian entries shortlisted from 130 entries in the Media category. Other shortlists from DDB Mudra Group, OMD and Mindshare failed to convert into awards.
The winning Indian campaigns are Cheil Worldwide’s ‘Minus One Project’ for Samsung, Leo Burnett’s ‘Ink Pad’ campaign for Door Step School, and BBDO India’s ‘You Shave. I Shave’ campaign for P&G’s Gillette Fusion Last year, Lodestar UM had won a Gold and Maxus Mumbai bagged a Silver Lion for India in the Media category.
Cheil Worldwide’s ‘Minus One Project’ for Samsung that won a Silver Media Lion was shortlisted in two sub-categories of Media Lions – Best Use of Integrated Media, and Charities, Public Health & Safety, Public Awareness Messages.
The ‘Minus One Project’ was a CSR campaign to save the world’s forests. The campaign, created by the Indian creative team of Cheil Worldwide, was adopted as a global best practice by Cheil offices around the world.
Conceptualised for Samsung Printers, the campaign had delivered a unique solution to save paper. It conveyed that by doing something as simple as reducing the font size of a document by 1 point before printing, we can reduce paper consumption for printouts considerably, almost up to 50 per cent. That would mean a lesser number of trees going under the axe. Just a few seconds of effort will add years to forests.