The Duracell Positive & Negative campaign, launched in India by Grey Mumbai, has won a Gold Press Lion at Cannes International Festival of Creativity. Two print ads present the gold positive and black negative polarities of stored electricity, each presenting a family scenario. Positive: Your son’s beloved handheld console will always be his gaming buddy. Negative: That Satan’s spawn of a console will take away your son and replace him with a grunting, lurching zombie. Positive: Your iPod dock will entertain your family all through the 3 day camping trip. Negative: Death by bear mauling is preferable to a 3 day Justin Bieber songathon.
The Positive and Negative campaign was developed at Grey Group India, Mumbai, by chief creative officer Amit Akali, chief creative officer/art director Malvika Mehra, executive creative director/copywriter Vishnu Srivatsav, creative director/art director Goral Ajmera, account supervisor Fernando Beretta, account managers Ines Etchenique and Vineet Singh working with Procter & Gamble marketing officer Stefan Sallandt.