Cannes Contenders: DDB Mudra Group 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...

AUTOMATIC+DISTANCE+CONTROL.jpgVW: Identity
DDB Mudra Group

The Volkswagen Identity campaign brings alive unique features of VW cars in a minimalist manner - by using negative space within the iconic VW logo. Besides this unexpected depiction, this singular design brought out the dynamism of both the vehicle and its features. The logo depiction also served the purpose of visual mnemonics that symbolise the very best in automobile engineering.
Delhi.jpgThe Misunderstood Scoreboard
DDB Mudra Group

One of 821 news channels in India, Zee News needed to be perceived as a news channel with a distinct point of view on current affairs.

The India-Pakistan match in the Cricket World Cup was the biggest news story around. After all, it meant one more heated battle between the two feuding neighbours. To update people on the latest scores we transformed billboards in India and Pakistan into live scoreboards.

On match day, our scoreboards started ticking. But only the wickets kept falling, while the score didn't budge. After a while, faster than the action on the field. Clearly the scoreboard was faulty.

The final score read:
India - 0 for the loss of 5,47,290
Pakistan - 0 for the loss of 5,46,371

We then revealed our message: When lives are lost, no one wins.

People realised that the billboards told the score of human lives lost by both sides in the age-old war and not wickets lost in the day's play.

Ganesh.jpgZydus Wellness: Health Cha Shree Ganesh 
DDB Mudra Group

In 2014, obesity-related diseases claimed more lives worldwide than any other. With 16% of the world's obese residing in India, Nutralite found the right platform to strike conversations on health and establish itself as a household name. However how to change the mindset - when culturally - the paunch isn't considered all that bad. Even our most beloved God - Shree Ganesha - has one.

We needed God on our side, literally. So during Ganesh Chaturthi (the country's biggest and most-loved festival), where millions of devotees flock to visit the many Ganesha idols, we built an idol of our own. The only difference - we gave him a six-pack. And we didn't stop there - for the 11-day festival, all the Hindu rituals were given a healthy twist.

Sanctuary_deer.jpgTree: Sanctuary Asia
DDB Mudra Group

The "TREE" series for Sanctuary Asia uses negative spaces between trees  and bushes to depict animals. It cleverly conveys the message that how trees and wildlife are strongly connected to each other and losing one of  them means losing another.

The execution allows the viewer to imagine wildlife in a whole new way. It highlights the harmful effects of deforestation on our ecosystem and encourages us to plant more tress to save our beloved planet and its wildlife.








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Orbit Teeth: Wrigley
DDB Mudra Group

Chewing Orbit works wonders with removing leftover food in the mouth. Using this product benefit and the similarity between two everyday images, this creative piece fuses insight and attention to detail like no other. Minimal in nature, the idea effortlessly brings alive the product need - by showing how teeth can resemble the food that gets stuck in it.

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.
 






Orbit+Teeth+Pig.jpgOrbit+Teeth+Goat.jpg


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