Execution

Since the appeal was for a Night School for street children, the design involved 12 nights, 35 streets, and a simple everyday school book brought to life like never before. It's what we like to call a Live A-Z Picture Book. For an entire month, we scouted the city from end and end for the best locations. This live picture book was projected at these locations, everyday at nightfall. Every alphabet slide was projected at a different spot and the picture corresponding to each alphabet was replaced by a real street object of Mumbai. The challenge was to catch the attention of one of the busiest cities in the world, not only make the people aware of this project happening in one corner of the city, but to reach out to their hearts and their wallets in order to continue this project.