Bachpan Bachao Andolan Outdoor CRYING CARPET by McCann Erickson Mumbai

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Industry Business equipment & services, Corporate Image
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market India
Agency McCann Erickson Mumbai
Executive Creative Director Ryan Menezes
Art Director Namrata Rao
Copywriter Denzil Machado, Manish Patel, Vilsen Gonsalves
Producer Sunil Chalke, Robert Joseph
Account Supervisor Benitta Jacob
Illustrator Siddhi Yadav
Released February 2010

Credits & Description

Category: Ambient: Special Build
Product/Service: ANTI-CHILD LABOUR
Executive Creative Director: Ryan Menezes
Creative Director: Denzil Machado
Copywriter: Manish Patel/Denzil Machado/Vilsen Gonsalves
Art Director: Siddhi Yadav/Namrata Rao
Account Manager: Mudit Trivedi
Account Supervisor: Benitta Jacob
Illustrator: Siddhi Yadav
Producer: Robert Joseph/Sunil Chalke
Other Credits: Amol Sonawne/Deepak
Date of First Appearance: Feb 23 2010 12:00AM
Entrant Company: McCANN WORLDGROUP, Mumbai, INDIA

Description of Ambient execution
The highly celebrated Arts & Crafts industry of India Is responsible for some of the finest handicrafts in the world. Exquisite carpets, Handcrafted woodwork, Ornate ceramics, Hand embroidered silk & zaree goods. However it hides an ugly truth. 60 million enslaved children. People who buy these products are unaware of this ugly truth. Our task was to raise consumer awareness. We put together a team of skilled artisans from the carpet industry, And weaved the crying carpet and placed a pressure sensitive sound chip under it. We also weaved suffering children in the design. Thus exposing the ugly truth through the handicraft itself. We then placed the carpets at several arts & crafts exhibitions, malls and mutliplexes across the country. When people walked on them, they heard children cry. When they stopped in shock and took a closer look, they saw the children toiling away in the carpet. A floor sticker led them on to a microsite where they could sign a petition against child labour.