Title | CRY THUMBPRINT |
Brand | CRY - Child Rights and You |
Product / Service | CHILD RIGHTS AND YOU |
Category | B04. Posters |
Entrant | BBH MUMBAI, INDIA |
Idea Creation | BBH COMMUNICATIONS INDIA Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Monisha Khanna | BBH India | Account Executive |
Rutika Shroff | BBH India | Account Manager |
Sapna Ahluwalia | BBH India | Creative Director |
Yohan Daver | BBH India | Copywriter |
Sean De Jervis Sequeira | BBH India | Copywriter |
Russell Barrett | BBH India | Chief Creative Officer |
Subhash Kamath | BBH India | Chief Executive Officer |
Rebecca Daniel | BBH India | Art Director |
Chetan Mahajan | BBH India | Art Director |
Shirin Kekre | BBH India | Art Director |
Anant Nanvare | Freelancer | Illustrator |
Pratim Shankar | Freelancer | Photographer |
Saish Kamble | Freelancer | Photographer |
Avinash Mahadik | BBH India | Retoucher |
Reema Asrani | BBH India | Agency Producer |
Ankita Kadambande | BBH India | Account Executive |
Abhijit Kalan | BBH India | Art Director |
Kushal Birari | BBH India | Art Director |
We made the thumbprint the symbol of all the barriers they encounter from their lack of access to education. The thumbprint was depicted as a maze, a valley and a forest. With a child shown escaping each.
Using a form of paper art called quilling, we hand-made each individual execution. The children used in the ads were from CRY Relief Areas.
Awareness on the issue rose, leading to an increase in the number of first-time donors to CRY. Our efforts will help over 550 children get an education and get their real identities back.
Since, we were trying to engage with consumers in a region that's several times more developed than India, we decided to create a campaign that would remind people of the many privileges they've been able to enjoy thanks to education. Our Target Audience was Non-Residential Indians in America as well as existing CRY donors.