Inside Leo Burnett’s Cannes Lions entries: Rajdeepak Das shares behind-the-scene stories
The agency will be sending six campaigns to the festival this year
At the Cannes Lions last year, Leo Burnett bagged the Grand Prix for their campaign for Whisper - The Missing Chapter. This year, the agency has planned to send six campaigns to the festival, which will begin on June 19, 2023
Rajdeepak Das, Chief Creative Officer at Leo Burnett, takes us through four of these campaigns. Two of the campaigns that the agency is sending, Pepsi’s SmartFarm and Biochar, are yet to be launched.
Whisper- The Missing Chapter
This campaign bagged a Grand Prix for Leo Burnet last year. This year, the agency is sending it in the Effectiveness category.
According to Das, more than 2 crore girls drop out of school every year after puberty because of a lack of period education. This important subject is not taught in schools and is also shushed by society.
With this chapter on periods, we want to make sure no girl misses out on her education due to lack of period education, he says.
Airtel - 175 Replayed
Airtel - 175 Replayed is a legendary piece of work because this match changed Indian cricket. It was after this match that cricket became a craze for the nation; the country changed and a lot of things happened. But the history was never recorded, and so we did this. We gave India the history back using technology, shares Das.
“What is the use of technology if we just use it to see how the future looks without knowing what the past looks like? People have to learn from history, he adds.
#BringBack2011 by Oreo India
The campaign had MS Dhoni going live on Oreo India’s YouTube channel and declaring that the country would win the World Cup once again, repeating its 2011 feat. 2011 was also the year when Oreo was launched. And so, invoking the superstition, a relaunch of the brand will make sure that the Indian team will win the tournament again.
As a country, we all are a little superstitious about cricket in a fun way. So we made this video.
Mondelez also replicated Times of India's April 2011 front page where India's World Cup win and 2G scam were big news, and several top publications fell for the ruse!
Burger King ft Hrithik Roshan - BK ka Stunner Jugaad
The brand released a 20-second Instagram ad in which Hrithik is seen stepping out of his vanity van and posing for the paparazzi. The actor was “unaware” that a billboard was placed strategically behind him to make it appear that he was endorsing the "Rs 50 Stunner Menu".
We were told that if we use a celebrity, people still ask whether it was paid or unpaid. The best idea was to have it in a way that you don’t know where it comes from.
