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6 Pack Band advocates for transgender in India

Mindshare Mumbai has been awarded the Glass Lions Grand Prix at 2016 Cannes Lions International Festival of Creativity, for “6 Pack Band,” a transgender pop group sponsored by Brooke Bond Red Label in India. The Glass Lions category was introduced celebrates work that addresses and seeks to have positive impact on gender inequality, imbalance or injustice. Mindshare and Brooke Bond partnered with Yash Raj Films India to assemble a six-person outfit, who went on to perform in and star in a series of vibrant music videos for catchy tracks, including “Hum Hain Happy,” a cover of Pharrell’s popular “Happy.” The songs have aired on Indian radio stations and on streaming apps. The band appeared at major Indian music events including Radio Mirchi’s Music Awards. The 6 Pack Band project was designed address the stigma against the “third gender” while also promoting Brooke Bond Red Label’s mantra to “bring people together.” Yash Raj Films pitched the concept to Hindustan Unilever Ltd (HUL) in June 2015 as part of the company’s “Content Day”. The brand partnership concept was then developed at Mindshare Fulcrum, Mumbai.

6 Pack Band

KFC Man Meals

Ogilvy Johannesburg’s radio advertising campaign for KFC South Africa, “KFC Man Meals”, has won the Radio Grand Prix at Cannes International Festival of Creativity, following on from the recently awarded D&AD Yellow Pencil for Radio. The sad fact is that guys who like cocktails are afraid to admit it because they are branded unmanly. KFC is the great equaliser. Everyone from every walk of life can be found in a KFC store. So KFC Man Meals would like to challenge norms and conventions of what it means to be a man, as well as show you that every man can enjoy the wonderful taste of KFC Man Meals. You can like Barbra Streisand and still be a man. You can drink cocktails and still be a man. KFC Man Meals are not just for burly hammer wielding jocks, it’s for every man. Three radio commercials “Coloured Weights”, “Claw Thing” and “Cherry Lip Balm”, take us through tested perceptions of manhood.

KFC Lion

REI Opt Outside

Venables Bell & Partners, San Francisco, has won the Promo & Activation Grand Prix for REI Opt Outside (REI #Optoutside), the campaign promoting REI’s decision to close its 143 stores on November 27, 2015, the busiest U.S. shopping day of the year. REI (Recreational Equipment, Inc Co-op) encouraged customers and staff to get away from the shops and head for the outdoors on Black Friday, the day after Thanksgiving Day. The effort generated 2.7 billion PR impressions, inspired more than a hundred other retailers to also close for the day, and got by REI’s estimates 1.4 million people to go outside rather than shop that day. The campaign also won Best of Show at the 2016 One Show, and a Wood Pencils for direct integrated and integrated mobile campaigns at the 2016 D&AD Awards.

REI Opt Outside

Philips Breathless Choir

Ogilvy & Mather London has won the Pharma Grand Prix at Cannes International Festival of Creativity, for the Philips Breathless Choir campaign. Launching on World COPD (Chronic Obstructive Pulmonary Disease) Day in November 18 2015, the Philips Breathless Choir film brought together eighteen strangers in New York, all of whom are living with chronic respiratory conditions, including COPD, cystic fibrosis and asthma. Coming from all walks of life and all over the world, the group was brought together for a week by Philips to undertake what they had previously thought impossible: learning to sing. They are led by celebrity choirmaster Gareth Malone, who is famed for his ability to turn unlikely people into singers. The film is supported by four additional online films that focus on a different aspect of the singers’ journey. Philips’ belief that health is not an absence of illness, but enjoying fullness in life is revealed as the stories develop. Viewers learn that many of the group have difficulty speaking let alone singing, which emphasises their achievements even more. Their use of Philips’ latest portable oxygen concentrator (POC), SimplyGo Mini, which empowers patients who struggle with respiratory conditions to continue living full, active lives.

Philips Breathless Choir

Alphabet of Illiteracy

“Alphabet of Illiteracy”, an interactive feature developed for Pearson’s “Project Literacy” global campaign, has been awarded the Grand Prix for Health and Awareness at the Cannes Lions Health awards. 26 original sculptures by Wilfrid Wood were turned into 3D CGI models to be used in an animated film and linked with a re-write of the 1948 hit “A You’re Adorable”. The A to Z collection highlights the plight faced by people struggling to break out of illiteracy. The film was seeded in the UK across digital platforms including YouTube, Facebook, Unruly and Virool, targeting the millennial audience, with a focus on those who have a particular interest in social issues and those who are highly active and influential in social media. A complementary social media strategy tells the story of each letter and highlights Project Literacy partners’ work, as well as experiences of those affected by illiteracy. This will launch across Facebook, Instagram, Twitter, YouTube and Tumblr. Each letter has a dedicated Instagram account featuring content on each topic, allowing users to discover each letter of the ‘Alphabet of Illiteracy’ natively on the platform. Outreach will engage key social influencers that include people close to literacy and sustainable development and a number of high profile partners, who will add their voice to the campaign.

Alphabet of Illiteracy