Latest news with #HarshKapadia
Time of India
a day ago
- Business
- Time of India
Beyond eye candy: A Cannes Lions Creative Data Special: BE Extraordinary
At the Cannes Lions International Festival of Creativity, a wide spectrum of creative work is recognised, extending beyond Grand Prix winners to include notable campaigns that earn silvers and bronzes. In " BE Extraordinary ," a series collaborating with Harsh Kapadia, CCO, Grey India , we highlight work that warrants discussion for its execution and results. This segment focuses on campaigns that effectively utilised data to drive their creative strategy and generate significant outcomes. Acko - Acko Tailor Test - Leo India Acko, a digital insurance company in India, utilised a unique insight into local health behaviors for its "Acko Tailor Test" campaign, developed in collaboration with Leo India. The core premise was based on the medical insight that the difference between a person's waistline and hipline can serve as an indicator of potential heart conditions. Recognising a prevalent cultural behavior in India, particularly among lower-income segments, where regular visits to tailors for clothing adjustments are common, but doctor visits might be avoided due to cost or access, Acko integrated a preventative health screening into this existing routine. The campaign involved training tailors across the country to use a specific chart to accurately measure clients' waist and hip ratios. Based on these measurements, tailors were empowered to advise individuals if their ratios suggested a potential heart condition, recommending a consultation with a doctor for further assessment. This grassroots approach effectively leveraged an accessible and trusted community point of contact to deliver crucial health information, demonstrating a data-driven strategy for promoting preventative health and early detection. Efficient Way To Pay - Consul Appliances, DM9 São Paulo In Brazil, a common challenge faced by many households is their reliance on outdated and inefficient electronic appliances. While often a result of financial constraints, these older models paradoxically lead to higher electricity bills, hindering their ability to save for newer, more efficient replacements. Consul Appliances, in collaboration with DM9 São Paulo, developed the "Efficient Way To Pay" program to address this economic cycle. The campaign leveraged data on energy consumption to directly demonstrate that replacing older electronics with new, energy-efficient Consul appliances would result in tangible savings on monthly electricity bills. Consul then designed an innovative payment plan: these verified electricity bill savings could be directly allocated to pay off the cost of the new appliances. This initiative effectively established a novel ecosystem for appliance purchasing. By creating a clear, data-driven economic model, Consul Appliances empowered consumers to upgrade their household electronics, turning their ongoing energy expenses into a means of financing more sustainable and cost-effective solutions. So Many Dicks - ELF Beauty, New York ELF Beauty, an American beauty brand, utilised compelling data to drive its "So Many Dicks" campaign, focusing on corporate diversity. The campaign stemmed from research that revealed a significant majority of corporate board members were white men. Strikingly, the data further highlighted that more men named "Dick" held board positions than entire groups of underrepresented people combined. As a company that itself boasts a board composed of 78 per cent women and 44 per cent diverse individuals, ELF Beauty leveraged this data to create a viral campaign that directly called attention to the lack of diversity in corporate boardrooms. The campaign's aim was to spark conversations and actively promote change. ELF directly linked diversity to profitability through a "not so white paper" they released, and collaborated with organisations like the National Association of Corporate Directors (NACD) to facilitate the successful placement of diverse candidates on corporate boards. This data-driven approach allowed ELF Beauty to advocate for tangible change in corporate governance, grounded in both ethical considerations and demonstrated business success. Ikea Hidden Tags - Ikea (Portugal), Uzina Ikea in Portugal, in collaboration with Uzina, embarked on a campaign titled "Ikea Hidden Tags" to address a common perception among consumers that its furniture is not built for durability. The brand ingeniously utilised an existing, yet often overlooked, piece of internal product data: a small, hidden tag on every Ikea furniture item that indicates its precise manufacturing date. To directly counter the misconception about product longevity, Ikea launched a country-wide "Tag Hunt." This initiative invited customers to actively participate by locating these hidden tags on their Ikea furniture to determine its age. A significant prize was offered for the oldest piece of Ikea furniture found in Portugal. This campaign effectively transformed a simple internal product detail into an engaging, interactive contest. By encouraging customers to physically examine their furniture and discover its actual age, Ikea leveraged existing customer ownership and direct interaction with the furniture's embedded data to demonstrate the unexpected durability and longevity of its products firsthand. (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.)
Time of India
a day ago
- Business
- Time of India
Mouth to market: A Cannes Lions B2B Special
The Cannes Lions International Festival of Creativity recognises a wide spectrum of creative work, extending beyond Grand Prix winners to include notable campaigns that earn silvers and bronzes. In " BE Extraordinary ," a series collaborating with Harsh Kapadia, CCO, Grey India, we highlight work that warrants discussion for its execution and results. This segment focuses on B2B campaigns, examining their strategic approaches and impact on businesses. Still Open - JCDecaux, DAVID Madrid "Still Open" was a B2B initiative from Madrid that addressed the significant impact of severe flooding on small, street-level businesses, many of which were forced to cease operations. JCDecaux, an outdoor advertising company, in collaboration with DAVID Madrid, responded by converting closed physical storefronts into active commerce channels using their Out-of-Home (OOH) ad spaces. They displayed images of the affected shops and their owners on billboards, particularly in high-traffic areas like Madrid's subway system. Commuters could then donate the price of a product that the shops typically sold, directly to the owners. This initiative utilised premium ad space to support struggling entrepreneurs, demonstrating OOH's capacity to maintain business continuity during emergencies and showcasing its value beyond traditional advertising. This B2B initiative from Madrid addressed the significant impact of severe flooding on small, street-level businesses, many of which were forced to cease operations. JC Decaux, an outdoor advertising company, responded by converting closed physical storefronts into commerce channels using their Out-of-Home (OOH) ad spaces. They displayed images of the affected shops and their owners on billboards, particularly in high-traffic areas like Madrid's subway. Commuters could then donate the price of a product that the shops typically sold, directly to the owners. This initiative utilised premium ad space to support struggling entrepreneurs, demonstrating OOH's capacity to maintain business continuity during emergencies and showing its value beyond traditional advertising. Estibadores - Mibanco, Circus Grey Perú In Peru, a government law was enacted to limit the weight that 'handcart' workers, often informal port or market workers, could carry. While intended to improve their health, this measure inadvertently reduced their income, as their remuneration was directly tied to the weight transported. Mi Banco, a leading bank focused on entrepreneurs and financial inclusion, in collaboration with Circus Grey Perú, addressed this issue by transforming these handcarts into mobile advertising mediums. By making the carts' surfaces available as ad spaces, workers could secure additional income through the sale of advertising. This allowed them to comply with the new weight limits, carry a lighter physical load, and still maintain their earnings. The initiative not only provided a steady income source but also aimed to foster financial inclusion for this essential but often overlooked segment of the workforce. By integrating its services into the daily operations of these small-scale entrepreneurs, Mi Banco positioned itself as a tangible supporter of their well-being and economic progress. Act Like You Know, GoDaddy Airo - GoDaddy (USA) GoDaddy, a recognised provider of website creation tools, launched "GoDaddy Airo - Act Like You Know" to demonstrate the ease of building websites using its new AI-powered features within a complex technological landscape. The campaign's core involved GoDaddy creating a fictional brand to showcase the simplicity of its GoDaddy Airo AI platform. This was achieved by launching a real product: Walter Goggins' Goggle Glasses. Partnering with actor Walton Goggins, GoDaddy established an entire sunglasses company. This included everything from product development to a fully functional e-commerce website and integrated social media content, all constructed using GoDaddy Airo. The campaign functioned as a direct product demonstration, illustrating GoDaddy Airo's practical application by making professional website creation accessible to a broader user base, even those without prior experience. GoDaddy, known for its website creation tools, aimed to demonstrate the ease of building websites using its new AI-powered features amidst a complex technological landscape. GoDaddy created a fictional brand, "Airo," and then showcased the simplicity of its AI platform by launching a real product: Walter Goggins' Goggle Glasses. Partnering with actor Walton Goggins, they established an entire sunglasses company, from product development to a fully functional e-commerce website and social media content, all built using GoDaddy Airo. This campaign functioned as a direct product demonstration, illustrating AI's practical application by making website creation accessible to a broader user base. The Deskbreak Clause - Asics (Golin London / LePub Milan) Asics, a well-known sports footwear company, expanded into the B2B sector with "The Deskbreak Clause," an initiative designed to address the health implications associated with prolonged sitting in professional environments. Recognising that extended sedentary behavior is a significant modern health challenge, Asics, in collaboration with Golin London and LePub Milan, developed a practical solution for corporate wellness. The core of the campaign involved encouraging businesses to incorporate a specific "Deskbreak Clause" directly into their employment contracts. This clause formally encouraged employees to take a 15-minute movement break during their workday. Asics supported this recommendation with data from King's College London, which indicated that just 15 minutes of physical activity could mitigate some of the negative effects of extended sitting. By promoting this concrete, data-backed approach, Asics encouraged businesses to adopt healthier policies for their workforce. The B2B campaign subtly connected Asics' products to tangible health benefits, presenting movement as an essential component of a healthy work-life, thereby positioning the brand as a partner in corporate well-being. (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.)
Time of India
2 days ago
- Entertainment
- Time of India
All ears to entertainment
At the Cannes Lions International Festival of Creativity , the entertainment category celebrates campaigns that creatively engage audiences through content and experiences. In "BE Extraordinary," our series in collaboration with Harsh Kapadia, CCO, Grey India , we peer outside the Grand Prix, focusing on clutter-breaking work that picked silvers and bronzes, often overlooked despite their significant impact and innovative approach. This segment highlights campaigns that masterfully combine brand messaging with compelling entertainment. Collateral Stains - Tide, Saatchi & Saatchi New York Tide, a brand synonymous with stain removal, partnered with Marvel Studios to launch its Tide Ultra Oxi Boost Power PODS. Instead of focusing on superheroes, the campaign ingeniously spotlighted the "collateral damage" suffered by background actors and extras in action-packed Marvel films. The insight was that these individuals, caught in the chaos of superhero battles, often end up covered in various stains from dust, debris, ketchup, or ice cream. Tide created a series of "Collateral Stain Stories," featuring these often-unseen characters. The campaign went as far as creating limited-edition action figures of "guac stain journalists" or "ketchup stain business guys," and produced short films showing these everyday heroes using Tide Ultra Oxi Boost Power PODS to clean up. This highly observant and humorous approach demonstrated the product's power by tackling the dirtiest consequences of superhero antics, proving it could clean even the most epic messes. View this post on Instagram A post shared by Saatchi & Saatchi (@ Paris 2024 Olympic Games Opening Ceremony - KitKat, VML Czechia The opening ceremony for the Paris 2024 Olympic Games, an event recognised for its immense scale and profound messaging, was a notable entry for its entertainment value, involving KitKat and VML Czechia. Diverging from the conventional stadium-based spectacle, the ceremony ingeniously transformed every corner of Paris into a dynamic stage, utilizing the entire city as its backdrop. Beyond its striking visual grandeur, the performance delivered a powerful and timely message that stood in defiance of prevalent global conversations. It emphatically emphasised themes of unity, togetherness, and inclusivity. In a world frequently grappling with cultural divides and fragmentation, Paris chose to celebrate diversity and underscore its importance through this monumental public performance. The ceremony was lauded not merely for its breathtaking production values and artistic ambition but also for its courageous and resonant statement on universal values, solidifying its status as a globally impactful piece of entertainment. The girl who played the tutari - Coca-Cola's Coke Studio, VML India Coca-Cola, through its established Coke Studio platform in India, sought to maintain the freshness and relevance of its music content. The campaign focused on the 'tutari ,' a traditional Indian wind instrument historically associated with announcing war, and largely believed to be exclusively played by men. The initiative identified and showcased a female artist who performed the tutari , defying this age-old myth and outdated notion. By providing a prominent stage and platform to this artist, the campaign subtly championed women's empowerment without being overtly didactic. The project beautifully integrated traditional music with a modern social message, crafting an entertainment piece that was both culturally significant and musically compelling. View this post on Instagram A post shared by Coke Studio Bharat (@cokestudiobharat) Tracking Bad Bunny - Rimas Music, Bad Bunny, DDB Latina Puerto Rico This campaign leveraged the influence of global music sensation Bad Bunny to create a unique blend of music launch and tourism promotion. In response to a politician's negative remarks about Puerto Rico, Bad Bunny launched his album by naming his song tracks after the longitude and latitude coordinates of various locations across Puerto Rico. This innovative approach engaged his massive fanbase, who eagerly deciphered these coordinates to explore the island virtually via Google Maps, and in some cases, physically visit the locations. The campaign effectively transformed an album release into an immersive experience and a powerful, organic tourism initiative for Puerto Rico, showcasing how product (the music) and marketing can be intricately intertwined. It demonstrated a high degree of confidence in the artist's ability to drive fan engagement beyond traditional promotional methods. Project Memory Card - PlayStation, Six Inc Tokyo / Hakuhodo Tokyo To commemorate its 30th anniversary, PlayStation chose an unconventional approach that centered on its community rather than just its history. Instead of producing a commercial highlighting past achievements, PlayStation launched "Project Memory Card," inviting fans to submit their personal connections and playing memories associated with the brand. The core of the campaign involved an open invitation for fans to submit their personal connections and cherished playing memories associated with the PlayStation brand. This initiative resonated strongly with the community, resulting in a collection of over 26,000 fan-contributed posts. PlayStation then partnered with a director to meticulously transform these authentic, user-generated memories into an original branded entertainment film titled 'Players.' The resulting film was praised for its surreal and beautifully crafted interpretation of these collective memories. It was notably not a traditionally scripted piece, instead deriving its narrative and visual direction directly from the wealth of shared fan experiences. "Project Memory Card" exemplified how a brand can leverage its community's deep connection to create a highly personaliaed and emotionally resonant piece of entertainment, truly reflecting years of shared history and fostering a sense of collective ownership over the brand's legacy. Avani's Gold - Britannia Marie Gold, Talented India Britannia Marie Gold, an Indian biscuit brand, launched "Avani's Gold" to shine a spotlight on a sport often overshadowed by cricket in India: shooting. The campaign centered on an Indian Olympian, Avani Lekhara , who achieved significant success in shooting. The Avani Lekhara Special Edition stands as a testament to Britannia Marie Gold's unwavering commitment to empower women for decades. The core idea ingeniously linked the physical size and circular shape of a Marie Gold biscuit to a shooting target. This made the niche sport of shooting instantly relatable and more viewer-friendly for a mass Indian audience. The campaign aimed to break through the cricket-obsessed media landscape, making shooting more accessible and understandable, and in turn, building a wider fanbase for the sport. This creative integration allowed Britannia to play an active role in sports promotion beyond conventional celebrity sponsorships, demonstrating brand involvement through an insightful product connection. Signed by Fanatics - Fanatics NewYork "Signed by Fanatics" innovatively expanded the traditional merchandising business into the digital realm, specifically within American college sports. Recognising the significant role of college athletes and the lucrative NIL (Name, Image, Likeness) deals, Fanatics, a sports merchandising company, tapped into the popular EA Sports video game. In these games, millions of fans create and play as their own virtual college athletes. Fanatics identified an opportunity to extend its product portfolio beyond physical merchandise by offering the first-ever real NIL deals to these virtual athletes created by fans. The campaign, encapsulated by the line "Players created by fans, now signed by Fanatics," enabled fans to monetise their digital creations and allowed Fanatics to enter the digital merchandise space, effectively expanding its business by integrating with digital gaming culture. (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.)
Time of India
2 days ago
- Business
- Time of India
Voice of reason: A Cannes Lions Industry Craft Special
At the Cannes Lions International Festival of Creativity , " Industry Craft " recognises the meticulous skill and expertise in bringing creative ideas to life. In " BE Extraordinary ," our series in collaboration with Harsh Kapadia, CCO, Grey India , we look beyond the Grand Prix winners to highlight clutter-breaking work that stands out for its exceptional execution, often earning silvers and bronzes, but may not always receive widespread discussion opportunities. This segment delves into campaigns where the attention to detail and flawless production elevate the message. The Hidden Eye Test campaign - 1001 Optometry, VML Australia and AI artist Prospex Park 1001 Optometry, in collaboration with VML Australia and AI artist Prospex Park, unveiled "The Hidden Eye Test" campaign, an innovative application of industry craft focused on vision support. This initiative transformed traditional outdoor billboards into functional diagnostic tools, leveraging a subtle yet impactful design insight. The core concept involved meticulously crafting billboard designs where the embedded text or message would vary in readability depending on the viewer's visual acuity. From a standard distance, the visuals and text might appear as abstract artistic elements. However, for individuals who have specific vision needs or move closer to the advertisement, a clear, hidden message—such as an "eye test"—would distinctly emerge. The campaign's effectiveness lay in its precision: the dual-layer messaging required highly accurate design and printing techniques to ensure that the intended message was revealed only to the target audience, effectively communicating, "if you see it, you need it." This approach exemplifies exceptional industry craft by utilising static outdoor media in a dynamic and interactive way. It demonstrates a keen awareness of audience interaction and specific health needs, making the advertisement not just a visual display but a direct, personalised call to action for those who might benefit from an eye examination. The simplicity and artistic execution of the concept made it both eye-catching and uniquely effective in reaching its intended demographic. Project 4270 - Banco de Chile, BBDO Chile Banco de Chile, in collaboration with BBDO Chile, embarked on "Project 4270" with the strategic aim of encouraging domestic tourism. The initiative sought to address a prevalent sentiment among Chileans who often underestimated the natural beauty within their own country, believing external destinations offered more. To counter this, Banco de Chile wanted to vividly showcase Chile's internal splendor, with a specific focus on its extensive 4,270-kilometer coastline. The core of the campaign involved an unprecedented feat of aerial photography : executing what was described as the longest continuous drone flight ever undertaken, spanning the entire length of the Chilean coast. This monumental effort generated breathtaking aerial photography and video footage, capturing the diverse and stunning landscapes from a unique perspective. The visual output was then integrated into a compelling campaign designed to reveal the country's beauty to its own citizens. "Project 4270" was specifically recognised for its outstanding photography, underscoring the meticulous planning and advanced aerial cinematography required for such an endeavor. The campaign demonstrated how the precise application of industry craft in visual storytelling can redefine perception, offering a fresh and captivating angle on local tourism. By presenting familiar vistas from an entirely new vantage point, it created a profound connection between the audience and their country's natural heritage, showcasing the artistry and technical skill involved in bringing such an ambitious vision to life. Made to Share - Cadbury, VCCP and Bulletproof Cadbury, a globally recognised chocolate brand deeply associated with moments of celebration, unveiled its "Made to Share" limited-edition packaging line. Developed in collaboration with VCCP and Bulletproof, this initiative ingeniously integrated a humorous and highly relatable insight into the everyday dynamics of sharing. The campaign's core brilliance lay in its redesigned chocolate bar packages, which featured pre-defined divisions based on common social scenarios, using playful "equations" to determine portions. For instance, a bar might be sectioned with labels like "who drove," "who navigated," and "who slept" during a car trip, or "who brought snacks," "who brought drinks," and "who brought the wipes" for an outing. Another example involved proportions for "who pays the subscription" versus "viewer two, viewer three, and viewer four." This approach tapped directly into the unspoken thoughts and internal calculations people often make when sharing, leveraging a classic British tongue-in-cheek humor. This initiative showcased exceptional industry craft in package design, transforming a simple consumer product into a clever commentary on human behavior. The design was not only aesthetically beautiful but also culturally relevant and remarkably simple. It allowed Cadbury to connect with widely understood social interactions in a lighthearted and profoundly relatable way, making the brand feel more human and observant of its audience's realities. The packaging effectively articulated common sharing dilemmas, making the act of dividing chocolate bars a moment of fun and recognition. (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.)
Time of India
2 days ago
- Automotive
- Time of India
Eye for detail: A Cannes Lions design special
At the Cannes Lions International Festival of Creativity, while Grand Prix winners often dominate headlines, the true breadth of work extends across all metal categories. In " BE Extraordinary ," a series where we collaborate with Harsh Kapadia, CCO, Grey India , we look beyond the top accolades to spotlight campaigns that earned silvers and bronzes, yet may not always receive widespread attention. This edition delves into specific approaches in design that exemplify innovation and effective brand engagement. Mattel Creations: 'Not Wheels', MSCHF The 'Not Wheels' campaign, a collaboration between Mattel Creations and the agency MSCHF, presented a counter-intuitive approach to toy marketing. Instead of promoting new, pristine Hot Wheels cars, the initiative focused on selling vintage, used, and even explicitly 'broken' models. This concept aimed to engage consumers by offering a limited-edition collection of Hot Wheels cars that might feature broken tires, damaged windscreens, or detached doors. The strategy behind 'Not Wheels' was multi-faceted. It sought to tap into growing discussions around sustainability and waste reduction, offering an alternative in a market often driven by new product acquisition. Furthermore, in an era dominated by electronic gadgets, the campaign aimed to reignite interest in traditional toys by presenting them with a unique narrative. The messaging adopted a tongue-in-cheek tone, specifically targeting individuals with a passion for cars and an appreciation for vintage items that carry a history of use, distinct from showroom-perfect models. Campaign descriptions included phrases like "does not roll" or "cinder block not included," and some promotional content featured "lo-fi ASMR unboxing videos," playfully acknowledging the imperfect state of the approach aimed to appeal to the Hot Wheels collector base by offering unique, imperfect items, fostering conversation around the brand's traditional polished image. This initiative was recognised with a Bronze Lion. Caption with Intention, The Academy of Motion Picture Arts and Sciences, FCB Chicago The "Caption with Intention" campaign, developed by The Academy of Motion Picture Arts and Sciences in collaboration with FCB Chicago, addressed a fundamental challenge in accessibility for deaf and hard-of-hearing audiences. Traditional closed captioning, while providing a textual representation of dialogue, often fails to convey crucial elements of cinematic storytelling such as emotional tone, nuances in sound design, or the identity of a speaker. This absence can diminish a viewer's ability to fully engage with the narrative and the artistic intent of a film. The initiative introduced a novel design system for captions by integrating dynamic text animation. This system aimed to transform static words into a more expressive component of the viewing experience. Key features of the redesigned captioning include: Precise synchronisation: Captions are timed to appear with exact precision as each word is spoken, enhancing the flow and clarity of dialogue. Intonation representation: The system utilises variations in type size, weight, and subtle animation to visually convey shifts in vocal volume and inflection, indicating when a voice becomes louder or softer, or the emotional emphasis of a word. Character identification: Different color-coding is employed for captions to distinguish between speaking characters, allowing viewers to immediately identify who is delivering each line without relying on visual cues that might be missed or auditory cues that are absent. The objective was to provide a more nuanced and engaging experience for the over 430 million people globally who rely on captions to watch movies and shows. By focusing on the 'intent' of the design through these seemingly small adjustments, the campaign demonstrated how thoughtful design could significantly enhance accessibility. While "Caption with Intention" was recognised with a Grand Prix, its foundational innovation in making a pervasive utility more empathetic underscores a broader trend towards simplicity and effectiveness in design. Bic, William Shakespeare's 'Romeo and Juliet', VML To commemorate its 75th anniversary, writing instruments maker Bic, in collaboration with the agency VML, undertook a distinctive project to demonstrate the enduring reliability of its pens. The brand's products are often marketed with claims of extensive writing capability, such as being able to write for up to three kilometers. This campaign aimed to visually underscore that claim by connecting Bic's legacy with a significant piece of cultural heritage. The project involved utilising artificial intelligence to meticulously analyze and replicate the handwriting of William Shakespeare. Subsequently, a robotic arm or a specialized mechanism, fitted with a standard Bic pen, was employed to meticulously rewrite the entire text of Shakespeare's Romeo and Juliet in this replicated script. Upon completion, the handwritten book was made available, with the specific Bic pen used for the entire rewriting process included within its pages. This initiative served as a direct product demonstration, illustrating the pen's longevity and consistent performance over a substantial task. The campaign strategically combined cultural resonance—through the iconic literary work of Shakespeare—with modern technology, in the form of AI and robotics, all centered around the physical product itself. The timing of the campaign was also considered, aligning with the "back to school" period, a time when Bic typically sees a peak in sales. This allowed for a connection with students, particularly those engaging with Shakespeare's works. The resulting book became a unique collector's item, offering a tangible representation of Shakespeare's handwriting and Bic's enduring presence in creativity and education. Plastic Blood - OKA Biotech, DM9 The "Plastic Blood" campaign, developed by OKA Biotech, a biotechnology startup specialising in 100 per cent biodegradable and compostable packaging solutions, in collaboration with agency DM9, aimed to visibly demonstrate the pervasive issue of microplastic contamination within the human body. The core objective was to illustrate the severity of this often-unseen problem, particularly in regions like Brazil, where plastic regulation may be less stringent. The campaign's process involved a direct and scientific approach. Blood samples were drawn from individuals, and through a biotechnology process, microplastics present within these samples were carefully extracted. These extracted microplastic materials were then reverse-engineered and reformed into small, recognisable objects—such as miniature plastic bottles, bags, or cups. These forms were chosen to represent common sources through which humans ingest microplastics. By transforming an invisible internal contaminant into tangible, recognisable objects, the "Plastic Blood" campaign sought to create a direct and impactful visual communication of microplastic contamination. The display aimed to underscore the urgency of adopting biodegradable materials and more sustainable consumption practices by presenting a personal and undeniable consequence of plastic pollution. (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.)
