SACRIFICE CAMPAIGN

TitleSACRIFICE CAMPAIGN
ClientANCHOR PANASONIC
Product / ServiceSMOKE ALARM
CategoryA02. Posters
EntrantSCARECROW COMMUNICATIONS Mumbai, INDIA
Entrant Company SCARECROW COMMUNICATIONS Mumbai, INDIA
Advertising Agency SCARECROW COMMUNICATIONS Mumbai, INDIA

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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?”

Credits

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