They can deny it all they want but pre-Cannes anticipation is making many a creative head feel jumpy, feisty and excitable, all at once. As this year's International Festival of Creativity draws closer, afaqs! speaks to Grey Worldwide and finds out that the creative team has pinned its hopes on its innovative work for Killer Jeans and Fujifilm India.
Amit Akali, national creative director, Grey Worldwide, says, "Predicting wins at Cannes is impossible; that's like shutting your eyes and throwing darts. While we're hopeful about all our entries, we're really excited about our work for Killer Jeans."
"It's not work that can be fitted into one media vehicle - it's a bit of a product design idea, partly a media innovation idea and also a 'promo-activation-direct' type of idea," he says, referring to the fact that a variety of different campaigns for a single brand was created and executed across media channels.
The brand also tried appealing to the eco-sensitive sentiments of youngsters by launching its 'Water Saver' jeans line, that is, a variant that saves 100 litres of water per pair at the manufacturing stage. The entire line of jeans was dyed green on the inside such that when users folded them up from the bottom, a green fold appeared instead of the usual blue (denim coloured) one. "Youngsters today love both, supporting causes as well as flaunting their support for causes," explains Malvika Mehra, national creative director, Grey Worldwide, adding that walking around with a symbolic green fold was akin to a live status update on a social networking site.
Though Killer Jeans has presence in the Press Lions category too, it's Grey's print ad campaign for Fujifilm India that the team's hopes are pinned on for a metal in this area. This campaign cleverly plays on the two-faced nature of certain people by showing two face-detection indicators on their faces, when viewed through the Fujifilm lenses. Grey has also sent Outdoor entries for its ads for this brand.