Cannes Contenders: Scarecrow Communications 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...

11 Minutes.jpg11 Minutes
Scarecrow Communications India

Over one million people die in India due to smoking each year. Despite bans on advertising and smoking in public places, more than one in three adults smoke in India. While people in general are aware of the fact that smoking damages their health, Business of Ideas and Scarecrow Communications came together to reemphasise this fact in such a compelling manner, that people would consider quitting the habit.
 
We took a startling fact - every cigarette costs you 11 minutes of your life - and quantified it in our own, interesting way (Source: World Health Organisation and British Medical Journal). This was depicted with a tragicomic story of a young smoker whose last wish of making love to the girl of his dreams, remains unfulfilled, as he dies few minutes earlier than he would have liked.
bluefilmfestival---1.jpgBlue Film Festival
Scarecrow Communications India

Like most youngsters, Indian youth are on the lookout for adult content, online. Incidentally, in India, porn films are called Blue Films.
 
This inspired Scarecrow Communications to start a nationwide prank - India's first-ever blue film festival. Ten digital films with international models clad in Spykar's Blue collection were shot. The twist was - their denims were pixelated - making these videos  look like adult content. These teasing videos, shared on social media, helped grab the attention of the youth of India. Ultimately, the videos were un-pixelated, revealing the stylish Blue collection.

Want to showcase your agency's best chances at Cannes this year? Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year's festival. 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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