Hemant Shringy from Cannes Lions: I wanna be Skinny!
Guest Column: Hemant Shringy, CCO, BBDO India, shares not just his physical ambitions, but even his favorite piece of work at Cannes Lions this year
Yes, I wanna lose some weight, and gain some muscle, and stop my compulsive binging and start a regular workout routine. And I want to start it all today. After all, it is my birthday today, a day of resolutions.
But you know what I also want? I want a creative piece that is as remarkably ‘radio’, as outstandingly ‘outdoor’, as deliciously ‘direct’ and as ‘charismatically craft’ as Skinny’s Phone it in.
I also want to be as comfortable in my own skin as this magnificent piece of work is. In a party full of tech, innovation and AI, it doesn’t feel the need to accessorize itself with an NFT execution. Oh, sorry NFTs are so last season.
And that’s another amazing thing about this piece. New tech and new trends will keep coming. But a great piece of human insight, idea and execution like this one will always surprise, delight and fascinate us.
Another subtle nuance that they didn’t need to spell out, and I hope I don’t cheapen it by underlining it is an inherent product superior from the category, the voice/call quality. It says without saying, our phone calls are as good as studio-recorded voices. Or maybe they didn’t even think about this, and I picked up because of the network issues I face here once in a while.
I think I am done fanboying on this piece. For now.
I want to end by saying that when I say skinny in the headline, I mean fit and healthy. Another gentle learning from another completely different and deeply moving human idea that I loved, Dove’s The Cost of Beauty!
