| Title | LET OUR PATHS CROSS |
| Brand | BOMBAY CITY RED CROSS |
| Product / Service | BOMBAY CITY RED CROSS |
| Category | A05. Public Service, Charity & Fund Raising |
| Entrant | McCANN ERICKSON INDIA Mumbai, INDIA |
| Entrant Company: | McCANN ERICKSON INDIA Mumbai, INDIA |
| Advertising/Web Design Agency: | McCANN ERICKSON INDIA Mumbai, INDIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Prasoon Joshi | McCann Erickson/Mumbai | Executive Chairman/Regional Executive Creative Director/Asia Pacific |
| Akshay Kapnadak | McCann Erickson/Mumbai | Creative Director |
| Niranjan Kaushik | McCann Erickson/Mumbai | Creative Director |
| Prajato Guha Thakurta | McCann Erickson/Mumbai | Creative Team Leader |
| Amol Kulkarni | McCann Erickson/Mumbai | Creative Team Leader |
| Harshad Sreedharan | McCann Erickson/Mumbai | Brand Leader |
| Shashank Lanjekar | McCann Erickson/Mumbai | Brand Services Director |
Bombay City Red Cross (BCRC) wanted an e-mailer that would highlight the principal philosophy of the organization – for extraordinary things to happen, it is important for people to come together. The ultimate aim of the e-mailer was to raise funds for BCRC. We created an e-mailer which talks about how extraordinary things can happen only if peoples’ paths cross. The e-mailer not only forms the logo of the Red Cross but can be read both vertically and horizontally (the text literally crosses paths).