Before we go all Cannes Lions crazy here and drool over pretty pretty ads with great visual product advantage puns and teeny-tony logos, I thought we should have a look at a clever campaign that changed peoples behavior. It engaged people so that they themselves wrote slogans for the campaign (a.k.a user-generated!), did creative stunts to stand out like paint their whole village - including temple and mosque - bright pink, and snagged about 1 million dollars worth of free media in positive PR.
Sanjay Sure and Sunil Shibad worked on a tres unglamorous account in rural Maharashtra, India. Their mission: to advertise for change so people who might not even read would build and use toilets. The story is told in this short film. The insight - it's not just about defecation, it's about pride, cleanliness, community, respect - became a social movement. How often can you say that about "hot ketchup" ad campaigns?
Sunil tells about it here: State of Maharashtra, India: Toilet Project
Creator: Sunil Sinbad & Sanjay Sure
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