INK PAD by Leo Burnett Mumbai for Door Step School

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INK PAD

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Industry Colleges, Universities & Education Centers
Media Direct marketing
Market India
Agency Leo Burnett Mumbai
Art Director Amit Thakur
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Localised Campaign Silver

Credits & Description

Media: DM
Geo: India
Category: Education
Agency: Leo Burnett
Brand: Door Step School
Door Step School is an NGO that sets up camps in and around the residence of the underprivileged section of the society and runs literacy programs. In India, when it comes to signing on official documents, the thumb impression is a common alternative exercised by illiterate adults. Using design we turned the symbol of illiteracy into a tool to write. A transparent sheet with cut-outs of the alphabets of Hindi (devanagari script) was placed on top of a regular ink pad. This allowed individuals to print their name, using the familiar thumb
impression. The joy of being able to write evoked a spirit to join our program and learn.

Advertising Agency: Leo Burnett, Mumbai, India
Creative Directors: K V Sridhar, Nitesh Tiwari, Vikram Pandey
Art Director: Amit Thakur
Photographers: Kevin Periera, Mugdha Gudhe
Ink-Pad Fabricator: Bhaarat Godbole