| Title | DEAR MR. TERRY SAVAGE |
| Brand | INDIAN CONFEDERATION OF NGOS (ICONGO) |
| Product / Service | APPEAL |
| Category | F01. Writing for Direct |
| Entrant | BBDO INDIA Gurgaon, INDIA |
| Entrant Company | BBDO INDIA Gurgaon, INDIA |
| Advertising Agency | BBDO INDIA Gurgaon, INDIA |
| Production Company | FLYING SAUCER PICTURES Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Josy Paul | BBDO India | Chief Creative Officer |
| Sandipan Bhattacharyya | BBDO India | Executive Creative Director |
| Pushpendra Misra | FLYING SAUCER PICTURES | Director |
| Anunay Rai | BBDO India | Creative Director |
| Gurdev Singh | BBDO India | Group Head |
| Sonali Bhatia | FLYING SAUCER PICTURES | Production Designer |
| Pooja Krishnamoorthy | FLYING SAUCER PICTURES | Executive Producer |
| Dhimant Vyas | FLYING SAUCER PICTURES | Director Of Photography |
| Jeroninio Almeida | iCONGO | Founding Director |
We witness a spike in cause-related ideas before the Cannes Lions festival every year. But should these ideas for good die down after Cannes is over? iCONGO wanted to discuss this with the most influential advertising minds at Cannes. The idea was to engage with them on the sustainability of cause-related ideas. We chose the device of a satire, and sent an email with a video appeal to Mr. Terry Savage as well as other industry chiefs. In a lighthearted way, we suggested that if 1 Cannes Lions festival does so much good for three months, then 4 Cannes Lions Festivals a year could make the world a happier place throughout the year. We reckoned sending a personalised email would be the most effective way to reach these influencers directly.
An email was drafted and sent to Mr. Terry Savage by Jeroninio Almeida, the Founding Director of the Indian Confederation of NGOs, on April 29, 2015. This email contained a link to the video appeal as well. We followed it up with emails to other advertising industry chiefs and Cannes jury members.
The TA was advertising industry chiefs, opinion leaders and Cannes Jury members. These are people who are leading industry awards, practices and setting the benchmarks for creative excellence. We started the activity before Cannes, the world's pre-eminent creative awards festival. The issue is relevant to iCONGO, as they are a Confederation Indian NGOs and are actively involved in helping improve lives in a sustainable way.
While Mr. Savage is yet to reply, the appeal has triggered a conversation around sustainability of ideas for the good of humankind. 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.