Brief Explanation

The issue of cause-related ideas done purely for awards, is something that has become an elephant in the room. Everyone in the advertising community knows about it, but no one talks about it. iCONGO wanted to bring it up in a way that's lighthearted and satirical to encourage more discussions around sustainability of these ideas for good. So, we decided to make a film that is entered into various categories at The Cannes Lions Festival solely for the purpose of reaching its target - the juries that consist of global advertising opinion leaders! We figured entering our film in Cannes would mean having a captive audience of the finest minds in global advertising and that would be a great way to start this conversation around sustainability of ideas for good. 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.