Finger on the pulp - Print and publishing picks of Cannes Lions : BE Extraordinary
This section showcases masterclasses in impactful communication. Dove, a champion of real beauty, innovatively celebrated the everyday ritual of "getting unready." Their print ads subtly depicted post-celebration moments, from St. Patrick's Day makeup to Holi colors, with a simple call to action, reinforcing Dove's authentic role in daily life. Meanwhile, The Times of India tackled low voter turnout in India with a powerful civic message. They printed newspapers using unused electoral ink, transforming a symbol of missed participation into a tangible reminder. This bold move urged citizens to vote, demonstrating how a traditional medium can deliver a profoundly relevant and actionable message.
OMO/Persil, It's part of the Game, Mullen Lowe UK
The household cleaning brand, OMO (known as Persil in some markets), has long championed the mantra "Dirt Is Good." This philosophy was initially portrayed quite literally, with memorable ads showing children joyfully playing in mud puddles. However, the brand has now boldly expanded this message to encompass all forms of "dirt," even challenging societal taboos around menstrual blood.
Their recent campaign specifically tackles the contradiction where blood on a shirt from a minor injury is seen as "brave," but blood from a uterus is often met with shame. The campaign features images with the outline of women's underwear, where inside the outline, the word "shame" is subtly placed, while outside, "bravery" is highlighted. This powerful visual representation aims to erase societal stigma, declaring that "every stain should be part of the game." Beyond its powerful social commentary, the campaign also implicitly showcases the product's efficacy, demonstrating its ability to remove even challenging stains like period blood, thereby challenging and changing perceptions.
Dove: Get Unready, Ogilvy
Dove has consistently championed real beauty, challenging conventional ideals and promoting self-acceptance. Their latest campaign embraces a simple yet powerful message: Dove is there not just to help you get ready, but also to help you get unready. This idea is particularly evident in their visual print ads, which highlight the aftermath of vibrant celebrations.
Imagine a close-up shot of a face after St. Patrick's Day, green and yellow remnants of festivities still clinging to the skin, with a timestamp like "St. Patrick's Day, 11:32 p.m." The accompanying text simply reads: "Get unready." Another striking example features a face dusted with colorful powder, clearly from the Indian festival of Holi, with the caption: "Holi, 4:03 p.m. Get unready." These ads powerfully convey that after the party, after the makeup and the fun, Dove is there to cleanse and restore, embracing the human reality of daily rituals. The simplicity of the visuals, coupled with the relatable scenarios, creates a deeply human connection, reinforcing the brand's enduring commitment to authentic beauty.
The Times of India: Ink of Democracy, Havas, Mumbai
In India, where the physical newspaper still holds significant influence, especially for a national publication like The Times of India, a compelling campaign was launched to address low voter turnout during general elections. With 33% of eligible voters often not participating, despite elections occurring every five years, the challenge was to galvanize civic engagement.
The campaign leveraged a uniquely Indian symbol of democracy: the electoral ink applied to a voter's finger after casting their ballot. This indelible purple mark is a widely recognized sign of participation, often proudly displayed on social media. The Times of India drew attention to the thousands of liters of this special ink that go unused due to non-voters.
Their powerful statement was to print the newspaper using this very unused electoral ink. This bold act served as a poignant visual reminder to readers that the ink should have been on their fingers, marking their vote, rather than on the newspaper pages. By literally transforming wasted potential into a tangible message, The Times of India underscored its commitment to informing the public and fostering democratic participation, effectively challenging the public to turn out and make their mark.
(At BE Extraordinary, a series about the winners at Cannes Lions in collaboration with Harsh Kapadia, CCO, Grey India, we peer outside the Grand Prix, and look at clutter breaking work that picked the silvers and the bronzes, but don't often get discussed.)
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Time of India
37 minutes ago
- Time of India
England coach Tim Southee lauds Gill, Jaiswal after Day 1 domination at Headingley
Air India Crash: Miracle Survivor Vishwas Kumar Ramesh Discharged, to Perform Brother's Last Rites Air India crash survivor Viswas Kumar Ramesh has been discharged from Ahmedabad Civil Hospital and is heading home to perform the last rites of his younger brother, who perished in the April 12 crash. Ramesh, the only survivor among 242 passengers on the London-bound Boeing 787 Dreamliner, was flung out of the aircraft after it broke apart mid-takeoff. His seat, 11A, detached and landed near ground level, sparing him the deadly fireball. Ramesh, a British national of Indian origin, called his survival a miracle and expressed disbelief at how he made it out alive. A viral video earlier showed him emerging from the BJ Medical campus minutes after the crash. Ramesh is now returning home not to celebrate life, but to bid farewell to his brother. PM Modi and HM Amit Shah had visited him during his recovery. As he prepares for the cremation, his story remains a powerful symbol of resilience in the face of overwhelming tragedy.#AirIndiaCrash #ViswashkumarRamesh #Boeing787Crash #MiracleSurvivor #BJMedicalTragedy #IndiaUK #ModiAhmedabadVisit #AviationDisaster #CrashSurvivorStory #PlaneCrashIndia #toi #toibharat #bharat #breakingnews #indianews 32.7K views | 2 days ago
Time of India
an hour ago
- Time of India
Yashasvi Jaiswal credits Shubman Gill after maiden Test ton in England: 'I love it'
Air India Crash: Miracle Survivor Vishwas Kumar Ramesh Discharged, to Perform Brother's Last Rites Air India crash survivor Viswas Kumar Ramesh has been discharged from Ahmedabad Civil Hospital and is heading home to perform the last rites of his younger brother, who perished in the April 12 crash. Ramesh, the only survivor among 242 passengers on the London-bound Boeing 787 Dreamliner, was flung out of the aircraft after it broke apart mid-takeoff. His seat, 11A, detached and landed near ground level, sparing him the deadly fireball. Ramesh, a British national of Indian origin, called his survival a miracle and expressed disbelief at how he made it out alive. A viral video earlier showed him emerging from the BJ Medical campus minutes after the crash. Ramesh is now returning home not to celebrate life, but to bid farewell to his brother. PM Modi and HM Amit Shah had visited him during his recovery. As he prepares for the cremation, his story remains a powerful symbol of resilience in the face of overwhelming tragedy.#AirIndiaCrash #ViswashkumarRamesh #Boeing787Crash #MiracleSurvivor #BJMedicalTragedy #IndiaUK #ModiAhmedabadVisit #AviationDisaster #CrashSurvivorStory #PlaneCrashIndia #toi #toibharat #bharat #breakingnews #indianews 32.7K views | 2 days ago
India.com
6 hours ago
- India.com
Stage set for world to celebrate International Day of Yoga
(Image courtesy: X/@IndianEmbTokyo) New Delhi: Several countries across the globe organised Yoga sessions on Friday, marking the one-day countdown to the 11th International Day of Yoga (IDY). The Embassy of India in Nepal, in association with Lumbini Development Trust, organised a large-scale Yoga demonstration at Lumbini – the revered birthplace of Lord Buddha and a UNESCO World Heritage Site. Ambassador of India to Nepal, Naveen Srivastava, highlighted that Yoga, an ancient practice with its origins in India, has grown into a global movement, particularly following the United Nations' declaration of June 21 as the International Day of Yoga in 2014. He remarked that Lumbini, widely regarded as a symbol of peace and harmony, provides a truly fitting setting to celebrate the timeless values of Yoga. The occasion was a part of a series of events being conducted by the Embassy of India to celebrate the 11th International Day of Yoga across various cities in Nepal. In Thailand, students of St. Andrews International School engaged in a yoga session highlighting the spirit of Yoga for 'One Earth, One Health'. 'Reflecting the spirit of Yoga for One Earth One Health, students of St. Andrews International School, Thailand, participated in an energizing yoga session organised by Swami Vivekananda Cultural Centre, Embassy of India, Bangkok,' Indian Embassy in Bangkok posted on X. In Austria, the celebration of IDY by the Indian Embassy in Vienna in partnership with Stadt Wien was featured prominently by ORF, Austria's national broadcasting service in its morning show 'Guten Morgen Österreich'. In Saudi Arabia, students from International Indian Schools in Taif and Jubail cities participated in a Yoga session embodying harmony, wellness, and togetherness. 'In celebration of International Day of Yoga, students from International Indian Schools in Taif and Jubail cities organised an energising Yoga session. Their vibrant spirit embodied the harmony, wellness, and togetherness that Yoga brings to our lives,' the Indian Embassy in Riyadh posted on X. On the sidelines of the Mobile World Congress in Shanghai, the Consulate General of India in Shanghai organised a well-attended IDY workshop and symposium for participants. In Japan, the 11th IDY countdown was celebrated at the Osaka Expo 2025. 'Ambassador of India to Japan Sibi George and Vice Governor of Osaka Prefecture Shigeki Watanabe inaugurated the celebrations and joined the collective yoga session alongside thousands of yoga enthusiasts,' the Indian Embassy in Tokyo posted on X. Marking one day countdown to IDY, the High Commission of India in Kenya organised a special yoga session at Ulinzi Sports Complex, Nairobi, for the Foreign Affairs officials in Kenya, as part of their Annual Staff Wellness Day. Focusing on the holistic health benefits of yoga, the session received an enthusiastic response and saw participation from over 300 officials. In his 'Mann ki Baat' address on March 30, Prime Minister Narendra Modi had emphasised the importance of fitness in daily life and praised initiatives like the International Yoga Day. While sharing India's vision for a healthier world population, PM Modi mentioned the theme of IDY 2025 as 'Yoga for One Earth One Health', which ensures holistic health for the whole world. The 2025 theme highlights Yoga's role in promoting physical, mental, and environmental well-being, aligning with global calls for sustainability and unity. It builds on a decade of success since the United Nations recognised June 21 as International Day of Yoga, following India's proposal in 2014.
