Rotary International - "Lifeline"

J. Walter Thompson Kolkata

J. Walter Thompson Kolkata Kolkata, Inde

Awards

10499

Cette création fait partie de la Collection Act Responsible

Marque: Rotary International
Pays: Inde

Annonceur: Rotary International

Titre	Lifeline
Agence	J. Walter Thompson Kolkata
Campagne	Rotary Miracles
Annonceur	Rotary International
Marque	Rotary International
Date de première diffusion/publication	2014 / 3
Secteur d'activité	Associations d'information et de lutte contre la maladie
Synopsis	A young boy is shown struggling to break free of the lines that bind his feet to the ground (the palm).The more he tries to escape, the more trapped he finds himself. Defeated, he sits down when a football hits him on the head. The ball is on another hand, which moves up alongside the first one. In his determination, he breaks open each rope that is tying him down. Slowly, the camera begins zooming out and we see the background is that of two human palms. The boy holds on to the lifeline (literally) and jumps onto the other hand. He begins kicking the football around. Mr. AmitabhBacchan’s VO then states that India is now polio free. “When we join hands, miracles happen
Philosophie	Conversations with polio patients and the poor or ailing revealed that most of them believed it was written in their fate. It's said that you can't change fate because it's sealed in the lines of our hands. But the fact that India was finally polio free or a kid with congenital heart disease got the gift of life was in a way fate changing itself. That's where the entire idea of using hands and fate lines as a design metaphor kicked in. So when two different hands came together, fate got changed and the biggest world problems were overcome.
Problème	Rotary in India was seen as an organization where people met for social and business purposes and that perception overshadowed its range of social developmental activities that touches every strata of society. The agency’s task was to create salience about the good work that Rotary was doing and stimulate people interested in its developmental initiatives, to express a desire to be involved with Rotary. The campaign had to bridge the gap between perception and reality, dispelling myths about Rotary. It had to create high interest in Rotary, change attitudes towards Rotary and generate interest to be a member.
Résultat	The campaign, apart from being aired on Television and being published in magazines, was also actively promoted on Facebook, Twitter, YouTube and the internet, each when clicked upon would take the users onto the microsite www.joinhandswithrotary.com. In less than a month's time, there were over 18,ooo likes on Facebook, with close to 4,000 people talking about it. Over 200 tweets and retweets on Twitter and over 86,000 views on YouTube. Also, the microsite had registered over 100 people from around the country who had pledged to become a member of Rotary, with a handful few pledging donation. And with the numbers going on increasing day after day, more miracles await to happen!
Type de média	Télévision
Longueur	87 seconds
Plus d'info	www.joinhandswithrotary.org
Maison de production	Eeksaurus
National Creative Director	Senthil Kumar
VP & Senior Creative Director	Arjun Mukherjee
Senior Creative Director	Partha Chowdhury
Concepteur / rédacteur	Uttaran Chowdhury
Directeur artistique	Altaf Hossain
Illustrateur	Shubrakanti Mondol
Equipe créative	Ranjan Show
Equipe créative	Anwesha Mukherjee
Senior Vice President	Raji Ramaswamy
Vice President & Client Servicing Director	Tapan Sen
Vice President & Client Servicing Director	Sayam Bhadra
Responsable de budget agence	Ritwik Roychowdhury
Réalisateur	Suresh Eriyat
Producteur	Nilima Eriyat
Musique	Rajat Dholakia
Sound Engineer	Arun Crastos
Associate Director	Kevin Varghese
Directeur de création	Senthil Kumar
Musique	Rajat Dholakia
Producteur exécutif	Mehernosh Dastoor
Equipe créative	Arjun Mukherjee
Equipe créative	Partha Chowdhury
Equipe créative	Altaf Hossain
Equipe créative	Uttaran Chaudhuri
Equipe créative	Subhrakanti Mandal