REYNOLDS EYECAN PROJECT

TitleREYNOLDS EYECAN PROJECT
ClientREYNOLDS
Product / ServiceBRAILLE CRAYONS
CategoryB03. Non-Food
EntrantJWT INDIA Mumbai, INDIA
Entrant Company JWT INDIA Mumbai, INDIA
Advertising Agency JWT INDIA Mumbai, INDIA

Brief Explanation

There were two key challenges in the brief: a. Create a product that could transcend the gap between blindness and sight. b. It had to be a simple and cost-effective way to do the above.

The Brief

India accounts for about 20% of the blind population of the world. And around 26% of them are children. And Reynolds, one of the leading stationery makers of the country, wanted to do something for them. Given the nature of their products, they knew they had to do something that would be very different yet cost-effective enough to reach out to the blind kids and make a difference to their lives. And so began the project of engaging someone they could have never targeted. And simultaneously bringing art into their lives.

How the final design was conceived

They rightly say that God has his own way of making up to you. In most blind kids there exists a heightened sense of touch. And through Braille they can read and understand many things in life. So we banked on this one simple fact and the magic happened. All it then took was a simple braille cover on the crayons and the magical world of Art opened up for them.

Indication of how successful the outcome was in the market

Workshops were held for over two months reaching out to 427 blind children. And the end of it a major exhibition was held in New Delhi to showcase their work. Over 100000 rupees were raised and thousands spoke about this on the web. Blind schools across India are now introducing art to their students through the Reynolds EyeCan Wax Crayons.

Credits

Name Company Position
Rohan Ghose Jwt India Creative Director - Copy
Swasti Ranjan Ray Jwt India Creative Director - Art
Narmada Rani Jwt India Account Director
Surjo Dutt Jwt India Executive Creative Director
Senthil Kumar Jwt India National Creative Director
Teesta Sen Jwt India National Creative Director
Swati Bhattacharya Jwt India National Creative Director