CANNES CONTENDERS: CHEIL WORLDWIDE INDIA
How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…
Cheil Worldwide India
Motor Neuron Disease (MND) patients lose their ability to move and speak. The first personalized A.I. Voice Assistant was created for Sonal; a loving mother of two and MND patient in India. Before Sonal lost her voice, we engineered Bixby Voice Assistant to help preserve her natural voice alive in her children’s smartphones and throughout all of their Samsung smart home appliances. To build it, we first recorded her voice and synthesized all tones, pitches and unique characteristics to create a realistic voice file we could integrate into Bixby’s A.I. code; to make her voice, the voice of Bixby. Then, we personalized the wake-up command from “Hi Bixby” to “Hi Mama,” and personalized the responses, so it always answers with her children’s names and relevant personal information.
#TheRealKashmir
Cheil Worldwide India
For 7 decades, the world has seen only one side of Kashmir – terrorism, curfews, rioting, stone-pelting, violence, territorial conflict, civil unrest, bomb explosions and insurgency. As ‘Sports has the power to change lives’ as its driving philosophy, Adidas partnered with Real Kashmir FC, a rising football club from the strife-torn region, and decided to change the negative perception with which the world sees Kashmir.
We told our story across different mediums to create a brand new positive lens that will enable the world to see #TheRealKashmir. We started with a 2 minute long film based on the true story of the club and their rise to the big leagues of India. We partnered with a leading Kashmiri newspaper to reorganize its news sections by bringing the sports page in front instead of the regular cover story of negativity. Then, we organized a photo exhibition in collaboration with the renowned street photographer, Prashant Godbole, showcasing Kashmir through the positive lens of football.
#ConnectedbyColors
Cheil Worldwide India
Inspired by the spirit of Holi, an ancient Hindu festival popularly known as the “festival of colors,” Pharrell Williams was about to launch the Adidas Originals Hu Holi collection. We needed a campaign that celebrated his Hu platform’s philosophy of equality and unity to introduce the collection.
Our campaign had to be a visual treat like Holi. We took inspiration from the trending hobby of adult coloring and launched a microsite. Here, users could choose a canvas and fill it with colors to welcome Pharrell in their own unique way. Next, we invited Visual Artist influencers and fans to also design original artworks as a tribute to Pharrell. The winning entries were put on display in Adidas stores. The campaign culminated with Pharrell coming down to Mumbai, engaging with the art and celebrating Holi with his fans.
We are inviting agencies 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.