Bureau, New Delhi
Cannes Lions 2017 has announced the final list of winners for the Outdoor Lions category. A total of 110 awards have been given in the category that received 488 entries from agencies across the globe.
India had 13 shortlists in the category, and the entries from Ogilvy India and McCann Worldgroup have bagged two Lions at the award function.
Ogilvy India's work for ITC Savlon - Savlon Healthy Hand Chalk Sticks has bagged a Gold Lion in the category. The initiative sees the infusion of cleansers (soap) into chalks, branded as 'Savlon Healthy Hands Chalk Sticks'. These chalk sticks can be used to write on slates like normal chalk. When children wash their hands with water before eating, the chalk on their hands works like soap. It is rooted in the premise that children wash hands with water, and don't have a habit of using soap.
On the other hand, McCann Worldgroup's work - Rabbit, Dog & Cat for World for All Animal Care and Adoption has bagged a Silver Lion in the category. The three ad series features portraits of a family, a couple and a pair of kids. Using clever framing and lighting techniques, the photographs also reveal a silhouettes of cat, dog and rabbit in the negative space between the subjects. The tagline clearly reads: There is always room for more. Adopt.
McCann Worldgroup India's campaign used endearing optical illusions to promote pet adoption, with the tagline: "There's always room for more. Adopt."