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Cannes 2012: DDB Mudra, JWT, Leo Burnett & Percept H nominated in Promo & Activation
Times of India's campaign for its Kerala edition has got it a nomination in Promo & Activations; DDB Mudra and Leo Burnett also got their second nominations for the day.
The Times of India's innovative newspaper delivery activity in Kerala has got it a nomination in the Promo & Activations category. The newspaper, which recently launched in the state, adopted a unique distribution system involving 100 elephants, backwater boatmen, Kalari warriors and the traditional fish monger aka Meenkaran as delivery boys to reach out to every nook and corner of the state. The campaign was created and executed by JWT South, headed by the national creative director, Senthil Kumar.
Besides Percept, DDB Mudra and Leo Burnett have also got nominations in this category.
For Leo Burnett and DDB Mudra, these will be the second nominations for the day, each having won a nomination in the Direct Lions category as well.
Leo Burnett has got a nomination in the Direct category for Door Step School's Ink Pad campaign, which has been nominated in the Promo category as well. To promote adult literacy, the agency had created an ink pad that allowed illiterate individuals to print their names using their thumbs. The ink pad had letters engraved in Hindi, which allowed individuals to write their names. The activation was based on the insight that illiterate individuals use thumb impressions instead of signing their names.
DDB Mudra has got its second nomination for the day for Sanctuary Magazine -The Killing Stapler campaign.
Besides, Percept H has been nominated for The Anti terror Bag campaign. The same campaign has been entered in two other categories as well - Media Lions and Outdoor Lions. The idea created awareness around unidentified bags in Mumbai - the city which has been under frequent terror attacks.
The terrorists operated by placing school bags in public places and abandoning them. The agency therefore placed special knapsacks inside local trains. The knapsacks contained a device that would tick like a time bomb and then announce a safety message.
The result of the campaign was that within three months, 2,140 pieces of abandoned bags were reported.