Cannes Contenders: Cheil India

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

OFFICE-EXECUTIVE.jpgSamsung Mobile: Emergency Feature
Cheil India

India, in the last couple of years is growing unsafe for women. Samsung Mobiles come with a preloaded Emergency mode feature.

Approximately 5 million use a Samsung Smartphone and are unaware that such a SOS alert feature even exists. And that's why it became important to educate them about the SOS Alert Feature and make them feel safe on the roads of the city again.

The execution shows a woman crouching in a foetal position (a defensive pose people strike when they fear physical violence approaching) and marrying it with the map pin. Symbolizing both her predicament and location on the map.

It emphasizes at once her helplessness and the protection the SOS Alert Feature can provide.

Want to showcase your agency's best chances at Cannes this year? Open to all Asian based agencies planning on entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances. No more than 6 per agency. Include a link to the case study/TVC or supply jpegs if it is print.
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A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

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