Cannes Contenders of Bangladesh – Asiatic MCL

Asiatic MCL Bangledesh’s Executive Creative Director, Mohammad Akrum Hossain highlights their top work entered into Cannes Lions this year.

1. MGI’s Plastic Farming
In response to Bangladesh’s escalating issues with land loss from riverbank erosion and severe plastic pollution, MGI, a major FMCG, launched the innovative “Plastic Farming” initiative. This groundbreaking project transforms plastic waste into hydroponic farms. The initiative involves creating floating farms using plastic bottles, bamboo frames, and water hyacinth, all abundant resources in Bangladesh. Partnering with the NGO Bidyanondo and local agricultural officers, MGI trained landless farmers in this sustainable method. Plastic Farming has not only revived livelihoods but also offers a sustainable model for other countries facing similar challenges, contributing to increased agricultural productivity and reduced pollution.

2. Bidyanondo’s Election Poster Notebook
In order to tackle the seasonal environmental pollution, Bidyanondo, a leading NGO in Bangladesh, launched the “Election Poster Notebook” campaign, turning election posters into educational resources for underprivileged children. During elections, over 75 million posters clutter the streets, contributing to environmental degradation. Bidyanondo mobilized volunteers to collect these posters, repurposing them into high-quality notebooks. Unusable posters were shredded and recycled into paper. The campaign collected tons of posters, producing thousands of notebooks with the potential to produce more. This campaign has set a new standard for social and environmental responsibility, demonstrating how waste can be transformed into valuable resources.

3. Radio Shadhin’s Odd Dot Selfie
Fast-tracking Radio Shadhin’s women empowerment efforts, the “Odd Dot Selfie” campaign emerged as a powerful symbol of protest against gender-based violence in Bangladesh. This innovative movement transformed the traditional ‘Tip,’ a symbol of beauty and strength of Bengali women, into a symbol of protest against abuse. Celebrities and influencers joined the campaign, sharing their stories with an ‘Odd Dot Selfie,’ inspiring thousands of women to do the same. The campaign received significant local and international media attention. And beyond social media impact, the campaign empowered women to seek help. Moving forward, the campaign aims to build stronger partnerships and initiatives to create a Bangladesh where every woman feels empowered to voice out against violence.