<font color="#CC0033">Cannes 2008:</font> Contract scores a silver, a bronze in the Direct Lions

The agency won both Lions for its direct marketing initiative, Help Me Read This, for client Children of the World

JWT’s sister agency, Contract, has won two Lions, a silver one and a bronze one. Both Lions are for its direct marketing initiative, Help Me Read This, for client Children of the World. Contract had three nominations in the Direct Lions category.

Under the initiative, street children in Delhi, who sell magazines at traffic junctions, were made to carry an envelope, inside which was a donation form and information on further communication. The envelope read: “Help me read this.” This campaign was nominated in two categories: Charities, Public Health, Safety and Public Awareness, and Alternative Media.

Contract’s chief creative officer, Ravi Deshpande, said, “The idea was brilliant as in an environment where people buy magazines for pleasure, here was a message that was striking in its contrast.”

Vineet Mahajan was the creative director for the campaign. He said, “After this campaign, the calls for queries just shot up. And now, we have even got a printer who has agreed to contribute by printing the literature free of cost.”

In total, there were nine nominations from India this year in the Direct category. Four of them have won the coveted Lions. JWT’s Lead India campaign bagged a gold and the Grand Prix. India sent a total of 87 entries in this category this year.

Last year, India won two bronzes – one each for O&M and Everest.

Complete Cannes 2008 coverage

For India's complete metal tally at Cannes, click here.