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…

Samsung Refrigerators: New Species

Cheil India

Samsung’s Smart Refrigerators boast of twin-cooling technology that ensures adequate supply of cool air in the refrigerator and the freezer, independently of each other.

This helps keep food fresh for longer and ensures that there is no mixing of odour between the food stored in the freezer and the food in the refrigerator compartment.

To bring alive this benefit in a dramatic manner, we chose to creatively show the downside of using an ordinary refrigerator and having food odours mixing to create unintended results: entirely new species being formed!

Samsung NaviBot (robotic vacuum cleaners): Guards

Cheil India

Anyone who is familiar with the Samsung NaviBot knows it to be a revolutionary and futuristic piece of technology. It is a low-lying circular object with state-of-the-art sensors and a vision mapping technology that uses an onboard camera to capture a virtual map of the zone that needs to be cleaned. What’s even more interesting about this is that you can programme it to avoid entering certain areas with the Virtual Guard feature which creates an infra-red barrier the NaviBot just can’t cross. It was this amazing benefit that we decided to illustrate with our ‘Guards’ campaign.

Cheil India

Acid attacks, where corrosive acid is thrown on the face of women happen regularly in India. 3 per week on last count. The Govt. compensates survivors with Rs.300,000 (USD 4800). But multiple rounds of facial reconstruction surgeries cost much more – Rs.25,00,000 (USD 40,000). Donate a Face is an ongoing digital campaign by Stop Acid Attacks to spread awareness about this situation and generate funds for their facial reconstruction surgeries. The campaign turned the simple, self-indulgent act of taking a selfie into a tool for those who can’t take selfies – acid attack survivors. To do that, we created the faceless selfie, clicked by covering the face with a sheet of paper on which was written the URL www.donateaface.org.  

Samsung Joy Plus Televisions: Spread The Joy

Cheil India

The problem with animal shelters in India is that they are too crowded and very few people adopt dogs. We decided to turn Samsung showrooms into on-the-spot adoption centres by playing videos of dogs up for adoption on Samsung Joy Plus TVs. These TVs have a feature called Screen Capture which we christened: ‘Like It? Keep It’ . This allowed people in the stores to not only see the dogs up-close but also take screen captures and print them. We also encouraged them to call the Sanjay Gandhi Animal Care Centre and take the dogs home.

The results? People not only discovered the feature in the TVs in an interesting and engaging way but it also resulted in 1500 enquiries in just 30 days. What’s more, it lead to 40 dogs being adopted as well!

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.