Title | SACRIFICE CAMPAIGN |
Brand | ANCHOR PANASONIC |
Product / Service | SMOKE ALARM |
Category | A02. Posters |
Entrant | SCARECROW COMMUNICATIONS Mumbai, INDIA |
Entrant Company | SCARECROW COMMUNICATIONS Mumbai, INDIA |
Advertising Agency | SCARECROW COMMUNICATIONS Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Sanal P. V | Scarecrow Communications Ltd | Illustrator |
Kunal Kampani | Photographer | |
Sarvesh Raikar | Scarecrow Communications Ltd | Creative Director |
Mukesh Jadhav | Scarecrow Communications Ltd | Creative Director |
Ashok Lad | Scarecrow Communications Ltd | Creative Director |
Kapil Tammal | Scarecrow Communications Ltd | Creative Director |
Manish Bhatt | Scarecrow Communications Ltd | Creative Director |
Raghu Bhat | Scarecrow Communications Ltd | Creative Director |
We didn't just want to communicate the risk of not having a smoke alarm. Instead, we wanted our target audience to feel it – and cringe at the thought of it.
In India, many mid-sized businesses don’t have smoke alarms on the top of their priority list. When it comes to fire safety, they often make do with a cursory fire-extinguisher placed in some corner of their office. The brief was to change this attitude and coax more private business owners into installing smoke alarms.
We did something that even they would relate to – we designed the journey of their life to look like a lot of meticulous and hard work. And to show how vulnerable all their sacrifices can be, we settled upon using a highly flammable material. That’s how, we settled on using cardboard. It helped us build the meticulous set that we wanted to, and is also flammable.
The campaign has helped us shift perception the way we’d hoped for. The biggest reason for the spurt of new installations is – “Why take a chance?”