WORLD FOR ALL

Short List
TitleWORLD FOR ALL
ClientWORLD FOR ALL
Product / ServiceWORLD FOR ALL ( ANIMAL CARE & PET ADOPTION CENTRE )
CategoryG06. Photography / Curation of Images
EntrantMcCANN INDIA Mumbai, INDIA
Idea Creation McCANN INDIA Mumbai, INDIA

The Campaign

In the fast paced city people always complain about not having time or space to do more. Taking this insight forward we decided to use negative space in our communication to simply illustrate the point. While the play of negative positive illustrated that there is always room, the message urged people of attend Adoptathon.

Creative Execution

We decided to use negative space in our communication to simply illustrate the point. Instead of using regular vector graphics to show positive/negative space, we decided to make it real by shooting people in a backlit photography set up. We sent our message (There's always room for more. Adopt) by forming simple silhouettes of animals like dog, cat and rabbit between people.

Indication of how successful the outcome was in the market

The event saw 150% more footfalls than the previously held event. Apart from students, many families with kids came to spend time with animals and 42 homeless animals got adopted in a single day. The campaign then organically spread across social media, pet-adoption websites, photography blogs and news sites. Ever since, calls and enquiries have been pouring in and more strays are finding a new loving home.

The communication was to raise awareness about the event ‘Adoptathon’ a pet adoption event run by World For All. Adoptathon is a simple event that not just lets people adopt animals but also educates them to treat animals with love, dignity and compassion. In the Problem we found the human insight. We decided to use negative space in our communication to simply illustrate the point. While the play of negative positive illustrated that there is always room/space, the message urged people of attend Adoptathon.

Credits

Name Company Position
Prasoon Joshi McCann Worldgroup, India Chief Creative Officer
Pradyumna Chauhan McCann Worldgroup, Mumbai National Creative Director
Sharmad Khambekar McCann World Group, Mumbai Creative Director
Pranav Bhide McCann Worldgroup, Mumbai Associate Creative Director
Pranav Bhide McCann Worldgroup, Mumbai Associate Creative Director
Pranav Bhide McCann Worldgroup, Mumbai Associate Creative Director
Pranav Bhide McCann Worldgroup, Mumbai Associate Creative Director
Archit Gadiyar McCann Worldgroup, Mumbai Associate Creative Director
Amol Jadhav Shoot At Sight Photographer
Nitin Sawant McCann Worldgroup, Mumbai Reprographic Operator
Nagesh Mithbowkar McCann Worldgroup, Mumbai DTP Operator