| Title | DEAR MR. TERRY SAVAGE |
| Brand | INDIAN CONFEDERATION OF NGOS (ICONGO) |
| Product / Service | APPEAL |
| Category | A06. Events & Experiential (incl. stunts) |
| 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 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. So we drafted an email and sent it to Mr. Terry Savage on April 29, 2015. This contained a video appeal attached to it. This documentary film explored the views of the beneficiaries of these ideas and asked 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 ended with a simple, yet brilliant solution to the above mentioned problem. We followed up by emailing this film to many advertising leaders and opinion makers. 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 gathered 986 million impressions and earned media worth INR 10.1 million. People started retweeting it and tagging the Cannes Lions handle. Interestingly, the idea also managed to get two shortlists at the Cannes Lions Festival in June this year.
We wanted to set the stage for conversations around sustainable ideas for good. And create discussions among advertising thought leaders and jury members in Cannes.
986.2 million impressions. Earned media worth INR 10.1 million Global advertising websites and creative forums picked it up instantly leading to online discussions. People started retweeting it and tagging the Cannes Lions handle. It has set the stage for conversations around sustainable ideas for good. CAMPAIGN COST Email cost: 0 Film Production Cost: USD 8000 TOTAL: USD 8000
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. We followed it up with emails to other advertising industry chiefs and Cannes jury members.
The world is 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 positively impact the lives of those in need. People are fed, clothed, educated and their voices heard. Why can't ideas that do good for humankind live longer than the awards? Why should the good deeds stop right after the awards are given out in June? Why can't more ideas impact lives in a more sustainable way?
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.