Title | SKIN SHIRT |
Brand | WHIRLPOOL OF INDIA |
Product / Service | EK JODI KAPDA |
Category | B05. Public Service, Charity & Fund Raising |
Entrant | DRAFTFCB + ULKA Gurgaon , INDIA |
Entrant Company: | DRAFTFCB + ULKA Gurgaon, INDIA |
Sales Promotion/Advertising Agency: | DRAFTFCB + ULKA Gurgaon, INDIA |
Name | Company | Position |
---|---|---|
K S Chakravarthy | Draftfcb Ulka | National Creative Director |
Shiveshwar Raj Singh | Draftfcb Ulka | Group Creative Director |
Saminder Ghai | Draftfcb Ulka | Associate Creative Director ( Copy) |
Mukesh Sablania | Draftfcb Ulka | Associate Creative Director (Art) |
In India, 456 million people live below the poverty line with limited access to the bare necessities like clothes. Whirlpool has joined hands with GOONJ (a voluntary organization), to initiate EK JODI KAPDA (A Set of Clothes) Campaign, addressing the basic but ignored need.
We fabricated an innovative T-shirt design that feels like it was carved out of the human skin. It plays on the fact that while one is shopping for new clothes there are millions who have nothing to wear
The T-shirt was placed at apparel shops. Shoppers stumbled upon the piece as they went about looking for their sizes. Inevitably they picked it up, read the tag and scanned the QR Code which took them directly to the website www.ekjodikapda.com
Poverty has become a norm in many countries including India. People look around, sympathize momentarily, but move on. We needed an idea which jolted people and prompted action. Whirlpool being a large brand associated with clothes care could fittingly champion the cause of donating used clothes to charity.