Robby Mathew
National Creative Director - Interface Communications at FCB India
Mumbai, Inde
TitreThe Hardest Worker
Campagne The Hardest Worker
Annonceur Mahindra Rise
Marque Mahindra Rise
Mise en ligneAvril 2019
Secteur d'activité Environnement & Ecologie
Synopsis The brand wanted to convey the importance of environmental conservation through tree plantation and highlight their own efforts year-on-year. Which is why the insight positioning the tree as the world’s hardest worker was crucial as a differentiating angle to the communication. After which the execution of the film took a bold leap by ensuring that everything we see in the film is made entirely from waste and discarded paper. Making it the most recycled digital film ever.

We took the message of recycling even further by shredding the film sets to powder and converting them into compost which we used to plant tree saplings. A powerful digital engagement campaign also engaged viewers into retweeting simple campaign banners that activated a tree being planted with every retweet. With views of over 10 million within just 2.5 weeks of its upload on youtube alone, The Hardest Worker Digital Film brought fresh awareness to the cause of tree plantation, highlighted the efforts of Mahindra Rise towards annual afforestation and engaged viewers actively to plant trees without moving a muscle. Or maybe just one, in their index finger.
Type de média Télévision & Cinéma
Advertising Agency
Chief Creative Director
vice chairman
Responsable de budget agence
Responsable de budget agence
Responsable de budget agence
Directeur de création
Directeur de création
Directeur de création
Concepteur / rédacteur
Paper artist
Paper artist
Directeur de la photo
Production house
Additional Credit
Additional Credit
Additional Credit

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