Creative Execution

This documentary film explores the views of the beneficiaries of these ideas and asks the all-important question: Why can't ideas that do good for humankind live longer than the awards? Why can't more ideas impact lives in a more sustainable way? The film ends with a simple, yet brilliant solution to the above mentioned problem.

The video got picked up instantly and the advertising community started sharing it. It was viewed over 20,000 times within just 5 days. Advertising and marketing websites and forums picked it up instantly and started discussing it online. People started retweeting it and tagging the Cannes Lions handle. Over 40,000 views old now, the idea also managed to get two shortlists at the Cannes Lions Festival in June this year.

We observed a strange phenomenon. The world becomes a much better place in the three months leading up to the Cannes Lions festival every year. There's a surge in the number of creative ideas that selflessly impact the lives of those in need. People are fed, clothed, educated and their voices heard. But many of these ideas are abruptly discontinued in June, right after the awards are given out.