NGO's have very good reason to showcase the plight of the destitute in their advertisements. Its just a matter of how different or rather 'creative' they could be in doing so. Not sounding too critical, the ones I'd come across had the usual faces(crying/happy), activities and other such 'mandatories' that aim to gain sympathy from the benefactors. But, along came the Balwadi Night School: Street to School campaign. Simple. Creative. Unique. These words may seem to summarize this well-executed advertisement, but in my opinion, are too insignificant to convey feelings that go beyond words. It had the makings of a sensational advert - excellent visuals which successfully captured the right message - and one that would eventually go on to win India's only gold at the APPIES '10. JWT, the agency behind the advertisement, scouted through the streets of Mumbai (12 nights and 35 streets to be precise) to create what they called as a "live picture book". The use of a 'night' background was an excellent idea; made it more convincing and fitting for a night school. The result: within a month of its release, the school which was forced to shut down due to lack of funds, obtained enough to re-start its operations.
It is what I would like to call, the power of visuals.
Shweta
Incredible. A first look at the visual gets me thinking. The flood light, thrown at the objects ,in the dark is meaningfully symbolic.
ReplyDeleteCSR / NGO-based activities towards the society give the benefactor organization an instant 'Angel' tag, which is in fact good. As long as there are plausible returns ( tangible or intangible) coming out of such initiatives for the organizations (like JWT), such causes like Balwadis` would hopefully never run out of resources. God bless them.
lovely write up to begin with. And what a masterpiece JWT has created. Touching and thoughtful.
ReplyDeleteLook forward to more from you.