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Imperfection is the new perfection. All the case studies at Cannes have a kind of imperfection to them - in execution, style. They are not sleek or studio-specific. They document human nature as it is, sans briefs and scripts, and hence appears authentic in a sense.
Take the 'Like a Girl' campaign for Procter & Gamble's Always sanitary napkin (the Indian equivalent is Whisper) by Leo Burnett North America (it was created by three offices - Toronto, London and Chicago). This campaign has got everyone thinking about the stereotypes imposed on girls and young women.
In the film the Always brand team asked adult women and a little boy to show the camera what it meant to run, fight, and throw like a girl. As expected the results showed them running wildly and flailing their arms. Then, the team asked the same question to pre-pubescent girls. They, on the other hand, ran fast, and threw strong. The film came after research commissioned by Always found that half of girls report a drop in confidence once they enter puberty.
Since its release a year ago, 'Like A Girl' has achieved more than 85 million YouTube views, not to mention media coverage. Why did the film strike a chord? For the simplicity of the idea. The gender stereotypes we carry and how they get stronger as we grow older is what the film is about. Children do not exhibit that as the pre-pubescent girls in the film demonstrated.
That boys need to change their impression of girls is also beautifully conveyed in this film. And predictably it has won in multiple places at Cannes this year - a Grand Prix in PR, a Glass Lion. Adding to its trophy list so far which includes multiple awards from the D&AD to the Clio. It was even aired at the Superbowl in the US this year challenging the notion that feminine hygiene products could not be advertised at a sporting event that has a high percentage of male viewers. So much for girl power.
Don't get me wrong I am not against commercials created in studios. But advertising today isn't one-way propaganda. It is reaching out to people. Getting into their homes. Being part of their lives. And lives are imperfect. Advertising is a reflection of people. And people are imperfect. We sometimes mistake gimmicks for ideas. And proceed to fall in love with them. Then we proceed to perfect those gimmicks. Sit and carve it into perfection. But no gimmick can stand in front of an honest idea. People see through gimmicks like they see through fakes. Nothing speaks like honesty. Coming back to the Indian show. We pooled in a decent 945 entries this year at Cannes, tad lower than the 979 we sent last year to the Oscars of advertising. Many would argue that our conversion rate has not been inspiring enough this year, but I would reserve my judgement on that for some other day. We've had our bright spots, guys. A Grand Prix in a new category. A decent bunch of metals across a few others. We still have a few more award shows to go. There is still work to laud and appreciate.
The author is group executive creative director, Leo Burnett India
| ON THE SIDELINES |
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SCAM DOGS CANNES THIS YEAR TWO SHORTLISTS IN FILM FOR INDIA One of the most high-profile categories at Cannes has only two shortlists from India. BBDO India and Taproot Dentsu Mumbai have bagged a shortlist each in film for work done for Mumbai Mirror and Indian Confederation of NGOs respectively. BBDO bagged the shortlist in the 'Publications & Media' segment, while Taproot Dentsu in 'Charities, Fundraising, Appeals, Non-Profit Organisations'. |
