Awards » Cannes Lions » Lions Entertainment 2017

Lions Entertainment 2017

Award Type: Advertising Awards

We believe creativity is a force for business, for change and for good in the world. Established in 1954, Cannes Lions is a global campaign for creativity, with the International Festival of Creativity as its epicentre.

 

Lions Entertainment

21 - 22 June 2017

Final entry deadline: 20 April 2017.

Building brands in popular culture

The entertainment model is evolving. How entertainment is funded, distributed and consumed is changing rapidly. The future of entertainment is bright, but uncertain. Who will win and who will lose? Forward-thinking people from across the entertainment, commercial and creative communities are inventing new ways to leverage the power of popular culture to build brands. They represent talent and entertainment franchises as well as labels, studios, platforms and publishers. 

That’s why Cannes Lions launched Lions Entertainment in 2016. Across two days during the main Festival week, a new and different crowd gather in the Palais to discuss the creation of culture that has commercial impact. Inquisitive clients come to seek out partners with extraordinarily deep insight into how people live and shop, so they can use this knowledge to elevate their brands. Film producers, record label execs, TV commissioners, sports promoters and gaming entrepreneurs rub shoulders with global brands and a new breed of creatives.

Lions Entertainment 2017 Bronze winners

Generations of Care #TouchOfCare

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Industry Health & Pharmaceutical Products
Media Film, Digital, Interactive & Mobile
Market Singapore
Agency Publicis Singapore
Chief Creative Officer Ajay Thrivikraman
Creative Eugene Pua, Jocelyn Chabanis
Production SeeOn
Director Neeraj Ghaywan
Released December 2016

Awards

Spikes Asia 2017
Film Branded Content & Entertainment Film Gold Spike
Healthcare Corporate Image & Communication Bronze Spike
Entertainment Online: Non-fiction Bronze Spike

Credits & Description

Title: Touch of Care
Client: P&G Vicks
Agency: Publicis Singapore
Chief Creative Officer: Ajay Thrivikraman
Creative team: Jocelyn Chabanis & Eugene Pua
Account management: Floriane Tripolino & Prachi Partagalkar
Account Planning: Ed Booty
Production house: SeeOn
Director (film): Neeraj Ghaywan
Producer: Deepa Limaye
Director of photography: Manoj Kumar Khatoi
Published: March 2017
Chief Creative Officer: Ajay Thrivikraman (Publicis Singapore)
Associate Creative Director: Jocelyn Chabanis (Publicis Singapore)
Associate Creative Director: Eugene Pua (Publicis Singapore)
Global Director, P&G Account Management: Floriane Tripolino (Publicis Singapore)
Group Account Director: Prachi Partagalkar (Publicis Singapore)
Account Manager: Yanna Vasquez (Publicis Singapore)
Producer: Deepa Limaye (Publicis Singapore)
Regional Head Of Planning: Ed Booty (Publicis Singapore)
Outcome:
In just one week, our singular post on Vicks India page garnered 739% organic reach of our fanbase which is 284x the benchmark of 2.6%. We also witnessed the highest organic fan growth ever at 997%, gaining over 8,000 fans. With zero media dollar spend, the video garnered over 60.6 million impressions from Facebook and Twitter alone. In just two weeks, the video garnered over 35.5 million views & 79.8 million impressions, and sparked over 1.5 million interactions, reaching almost 500,000 shares. The story was picked up by several major national dailies, from Hindustan Times, India today to Zee News, later being reported by International outlets like NBC news, NPR & CNN, generating above USD 2.96 million of earned media. The famous and influential also discussed it online: Film directors, sports stars, bloggers, from Karan Johar to Vidya Balan & George Takei, it was tweeted around the globe and even the United Nations joined in. The film was projected at the NYT organised event & Women in the World summit; without anyone from brand or agency being aware of it. But beyond everything else, we were overwhelmed by the amazingly supportive reaction from everyone for such a sensitive topic.
Relevancy:
As a lot of commentators noted, this film is not just an ad. It goes beyond. It was not made as a way to push a product but as a film with a message, one made to change the way people think, only the way popular art can.It was designed to look and feel like a cinematic and emotional piece and was made to be a film that people voluntarily watch and talk about, instead of being forced to watch. The audience we gathered and the interest from mainstream media seem to suggest it was done right.
Synopsis:
Situation:Vicks had been in India for over 50 years.For three generations, the brand had been respected and trusted by Indians. It had a deep emotional connection with consumers from their own childhood.The downside of this was that the brand had begun to feel old-fashioned- and was no longer the cultural icon it once was.Our communications, while successful, had not challenged this belief- they reinforced a reassuring but somewhat nostalgic picture of family life. Brief:Reassert category leadership by emotionally connecting with modern India.Objective for communication:Reconnect the brand’s core idea with the real lives of today’s consumers.
Campaign Description:
"Where there's care, there's family"The traditional view on family is that you care for someone BECAUSE they are family. Vicks' point of view was different: it's because you care for someone that they become family.Our view is that today, the family unit is not defined only by your last name, your blood ties, or by the fact that you live under the same roof, but by who cares for you and who you care for.
Strategy:
Redefine ‘Family Care’ for today Vicks is (and have always been) in the 'Family Care' business.Care is timeless, ever powerful and our ultimate difference as a brand.However our audience research showed us that Family in India is an evolving changing idea. No longer was family such a tightly defined unit.We identified the opportunity to acknowledge and embrace this change- so that Vicks would continue to be the leader in Family Care for the next 50 years too…
Execution:
We posted the film on the brand’s social media pages, in the hope that Gauri Sawant’s story would resonate with our traditional audience, enough for them to share it further.We used the traditional codes of cinematic storytelling, to tell a classic Mother - Daughter story of care through hardships, one that resonates particularly well with the Indian audience.Our point for that was to present Gauri, our Hijra (transgender) mother, like the human being she is, like any other mother, one that everyone can easily identify with - and to avoid representing Hijras the way they always are in other ads or in mainstream media, as mere stereotypes. Only then could people really understand what she and her daughter have been through and how powerful their relationship is. Only then we had a chance to change their minds and make the story worth sharing.
For generations, Vicks has been trusted to touch lives and provide care for families around the world. We at Vicks, believe that everyone deserves the #TouchOfCare. We believe that everyone deserves to feel what it means to be cared for and to care for someone. To experience the difference it makes in your life, to have someone that will unconditionally love you and care for you. In the hope that you, at your turn, can do the same and transform someone's life with the #TouchOfCare. Agency: Publicis Singapore.