Aishwarya Ramesh
Advertising

Dentsu Webchutney wins 2 Silver Lions on Day 3 of Cannes Lions 2021

Their entries ‘The World’s Most Reported Trailer’ to promote the Bollywood movie Thappad and 8-Bit Journo for Vice Media won an award each.

Dentsu Webchutney won a Silver Lion in the Entertainment Lions category on Day 3 of the Cannes Lions Festival of Creativity 2021. Their entry ‘The World’s Most Reported Trailer’, made in association with Trigger Happy Entertainment, was to promote the Bollywood movie Thappad. The win was in the audience engagement/distribution strategy sub-category.

The message that the agency wanted to send was that action would be taken if they took the initiative to report abuse. To do this – they shot a 4th wall breaking trailer where the film’s lead actress Taapsee Pannu suddenly starts speaking to the audience right after she’s been slapped. She demands all viewers to use the ‘report’ feature which is so easily accessible on YouTube. Thus, viewers were actively encouraged to help take it down; making it the world’s first movie trailer to be taken down by YouTube.

Webchutney also won a Silver Lion in the Entertainment Lions category for 8-Bit Journo, a campaign they worked on for Vice Media. Relevant news stories that Kashmiris had missed out on over due to the internet shutdown in the state were converted into teletext and dispatched to lakhs of Kashmiris through SMS, the moment cellular phone service resumed in Jammu and Kashmir.

News stories with cultural relevance to youth were carefully curated and then converted into visually impactful pieces with the objective to facilitate a faster integration of Kashmiris back into the global fold. An introductory message inviting people to subscribe to the 8-bit Journo and access headlines across the globe, was sent out. Once subscribed, a story was automatically pushed out to them each day.