Cannes Contenders: VMLY&R 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…

Real Husbands Cook
Kraft Heinz
VMLY&R India

While gender equality is a much discussed issue, it remains exactly that – “discussed”. A lot of propaganda; little action. In the world’s largest Muslim majority nation, Indonesia; with a fiercely patriarchal culture; changing behaviour around this subject is tough. This is the case of a brand; Kecap ABC actually driving gender equality through an integrated brand experience with its idea ‘Real Husbands Cook’. Using a combination of hard-hitting real stories and on-ground ACTS with real people, the campaign sparked a nationwide debate. It all culminated on Mother’s Day with 1000+ husbands cooking for their wives and setting a record.

India Gate
VMLY&R India

As Indians we take great pride in our traditions. Our culture and values are what define us, but rarely do we ever get the opportunity to use a sacred tradition to do so much more. India Gate, together with The Group Partnership, part of the VMLY&R Group, believed that rice, which is used to shower blessings during every wedding ceremony, can serve a larger purpose. So we created #IndiaDegaAashirvad, a unique initiative that upholds our sacred tradition of showering rice, while giving newlywed couples the option to be prudent with its use, thereby helping millions of less fortunate people.

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.