India bags eight shortlists in Outdoor at Cannes Lions

The Indian agencies that figure in the shortlists include Wunderman Thompson Mumbai, Dentsu Impact and McCann Worldgroup.  

Among them, Dentsu Impact has two entries for Benson Polymers Polyfix Instant Glue.

McCann Worldgroup also has two entries for Mindopeners Counselling for Depression.

Meanwhile, Wunderman Thompson Mumbai has four entries for the Blink Off poster (1, 2, 3, 4) for Jimmy Nelson Foundation.

In the Polyfix Instant Glue campaign conceived by Dentsu Impact, the idea was to show the quick adhesive reaction of Polyfix Instant Glue, with the use of antonyms.

In Hindi, a word with a negative meaning can be changed into its antonym with a positive meaning, by a simple modification of the letters within. Dentsu used antonyms which are related to breakage and leakage, that can be easily fixed with the help of a glue.

Using typography design in the campaign, a tube of Polyfix Instant Glue has been added as a device to one letter of the negative word, turning it into a new letter. The change in the letter makes it a complete new word, which is completely opposite of the previous word and also positive.

The Wunderman Thompson Mumbai campaign for the Jimmy Nelson Foundation saw photographer Jimmy Nelson will work with J Water Thompson to raise awareness of indigenous cultures, and to foster pride and respect for their irreplaceable traditions.

Planet Earth is at risk of losing the cultural identities of the many of the world’s most unique indigenous people. This is a global issue and a result of many escalating factors, including industrialisation, globalisation and cultural saturation led by the increasing predominance of the internet. Together, this sees a homogenisation and westernisation of the originally diverse cultures of this world.

Nelson said about the campaign, “If we let the cultural identity of the indigenous people disappear now, it will be lost forever. It’s literally a case of BLINK and they’re gone. And if this happens, we will lose one of the most valuable assets we have — our rich human cultural diversity and heritage. The depth and wealth of our humanity will shrink. This must not happen.”

(Courtesy Campaign India)