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  • SUB CATEGORY :
    BEST USE OF DIGITAL
  • COMPANY ENTERING :
    DENTSU WEBCHUTNEY, HARYANA
  • ENTRY TITLE :
    THE DYSLEXIC CAPTCHA
  • BRAND :
    JASLOK HOSPITAL
  • ADVERTISER :
    JASLOK HOSPITAL
  • AGENCY :
    DENTSU WEBCHUTNEY, GURGAON
  • EXECUTIVE CREATIVE DIRECTOR :
    GURBAKSH SINGH
  • COPYWRITER :
    VISHAL SAGAR
  • ART DIRECTOR :
    KAVITA GUPTA/SACHIN KUMAR VERMA
  • DESIGNER :
    HEMANT KUMAR/RAMESH KUMAR
  • ACCOUNT DIRECTOR :
    GAURAV SOI
  • ACCOUNT MANAGER :
    ARJUN PARAMHANS
  • MEDIA PLANNING DIRECTOR :
    GURJOT SHAH SINGH
  • DIRECTOR :
    AKSHAY RAHEJA
  • EDITOR :
    THANGLALSON NGAIHTE/SUMANTRA TALUKDAR
  • THE BRIEF :
    EVERY 10TH CHILD SUFFERS FROM DYSLEXIA. WHILE THERE IS NO CURE FOR THIS LEARNING DISORDER, MEDICAL INTERVENTION AT THE RIGHT TIME CAN HELP. HOWEVER, MOST CASES GO UNDETECTED BECAUSE OF LOW AWARENESS AMONG PARENTS AND TEACHERS. JASLOK HOSPITAL, INDIA’S LEADING NAME IN HEALTHCARE AND WELLNESS WANTED TO CHANGE THIS.
  • THE STRATEGY :
    MILLIONS OF CAPTCHAS ARE FILLED EVERY DAY. WE CREATED A MEDIA INNOVATION BY TURNING THE REGULAR CAPTCHA INTO 'THE DYSLEXIC CAPTCHA.' THESE CAPTCHAS WERE DEPLOYED AT SITES MOST FREQUENTED BY OUR TARGET AUDIENCE – PARENTS AND TEACHERS. UNLIKE ANY OTHER AD FORMAT, PEOPLE INTERACT WITH CAPTCHAS INTENTIONALLY AND THIS STRATEGIC USE OF MEDIA VEHICLE MADE PARENTS AND TEACHERS EXPERIENCE DYSLEXIA FIRSTHAND. THE DYSLEXIC CAPTCHA RECEIVED UNPRECEDENTED RATE OF ENGAGEMENT.
  • THE EXECUTION :
    TO SPREAD AWARENESS, WE MADE OUR AUDIENCE EXPERIENCE DYSLEXIA FIRST-HAND BY CREATING A MEDIA INNOVATION, ‘THE DYSLEXIC CAPTCHA.’ FOR THIS, WE REPLACED REGULAR CAPTCHA WITH DYSLEXIC CHILDREN'S HANDWRITING. DEPLOYED ON SITES MOST VISITED BY PARENTS AND TEACHERS, THE DYSLEXIC CAPTCHA FORCED PEOPLE TO DECODE DYSLEXIC CHILDREN’S HANDWRITING. ON FAILING, IT DISPLAYED A REGULAR CAPTCHA WITH OUR MESSAGE – THE CAPTCHA YOU FAILED TO DECODE IS HOW A DYSLEXIC CHILD WRITES. DON’T FAIL TO READ THE EARLY SIGNS OF DYSLEXIA.
  • THE RESULT :
    1 MILLION IMPRESSIONS 64% HIGHER ENGAGEMENT 17% HIKE IN SEARCH INTEREST
  • SUB CATEGORY :
    AMBIENT PROMOTION: LARGE SCALE
  • COMPANY ENTERING :
    HAKUHODO INC., TOKYO
  • TITLE :
    CRUISING JEANS
  • BRAND :
    ORIGINAL JEANS
  • ADVERTISER :
    KAIHARA DENIM
  • AGENCY :
    HAKUHODO INC., TOKYO/
    HAKUHODO DY MEDIA PARTNERS INC., TOKYO/
    CHUGOKU SHIKOKU HAKUHODO INC., HIROSHIMA
  • CREATIVE DIRECTOR :
    TAKESHI OGASAHARA
  • COPYWRITER :
    TAKESHI OGASAHARA
  • ART DIRECTOR :
    YUKI TOKUNO
  • PROMOTION PLANNER :
    TAKESHI FUKUI
  • PR DIRECTOR :
    RYUTARO KIHARA
  • PR PLANNER :
    TAKAHIRO MIURA/TAICHI SUGIYAMA
  • DESIGNER :
    HYEWON CHOI/YUTA ENOKI/KANA TAKARADA
  • AGENCY PRODUCER :
    TAKAO YANAGI/SHOTA HAYASHI
  • FILM PRODUCTION COMPANY :
    AOI PRO. INC., TOKYO
  • DIRECTOR :
    RYO OTA
  • CINEMATOGRAPHER :
    DAISUKE TAKAHASHI
  • FILM PRODUCER :
    ITARU SHIBAMURA
  • PRODUCTION MANAGER :
    YUKI SHIGEMITSU
  • EDITOR :
    TAKANOBU TSUSHIMA
  • PRINT PRODUCTION COMPANY :
    HAKUHODO PRODUCT'S INC., TOKYO
  • PHOTOGRAPHER :
    YASUKO FURUKAWA
  • RETOUCHER :
    TOMOMI OKUDA
  • PRINT PRODUCER :
    KOJI TOGOE
  • THE BRIEF :
    THE FASHION INDUSTRY IS FIERCELY COMPETITIVE ON A GLOBAL SCALE. CONSUMERS CONTINUE TO DEMAND HIGHER QUALITY AT CHEAPER PRICES, AND THIS TREND SHOWS NO SIGNS OF WANING. HOW CAN FASHION COMPANIES RAISE THEMSELVES OUT OF THIS RED OCEAN OF PRICING WARS? THE SEASIDE CITY OF FUKUYAMA IS A WORLD RENOWNED DENIM MANUFACTURING CENTER. A LOCAL DENIM MANUFACTURER, KAIHARA DENIM , WAS NO EXCEPTION AND ALSO FOUND THEMSELVES IN THE MIDST OF A GLOBAL PRICE WAR.
  • THE STRATEGY :
    -TARGET AUDIENCE- THE TARGET IS FASHION CONSCIOUS MALES AND FEMALES IN THEIR 30S. THEY ARE BORED BY EXPENSIVE BRANDS AND FAST FASHION BRANDS TOO. THEY ARE EAGER FOR PRECASTS WITH STORIES AND BRANDS WORTHY OF THEIR SUPPORT. -COMMUNICATION STRATEGY- WE PREPARED THREE STORIES OF CHALLENGE TO GAIN TARGET FAMILIARITY. 1) CRAFTSMANSHIP WITH A FOCUS ON SLOW, RICH DEVELOPMENT THAT BRINGS ATTENTION TO THE INSTANT-GRATIFICATION/INSTANT-USE NATURE OF MODERN CONSUMPTION. 2) THE CHALLENGE OF UNPRECEDENTED DENIM SAIL, AND ITS LONG JOURNEY AT SEA. 3) THE STORY OF WANTING TO SUPPORT LOCAL ECONOMIES AND THE GROWTH OF NEW LOCAL INDUSTRIES.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    - A DENIM YACHT SAIL WAS DEVELOPED TOGETHER WITH YACHT SAIL MANUFACTURERS. - A SHIP WITH A DENIM SAIL TOOK THE SETO INLAND SEA FOR A CRUISE. - IN 40 DAYS, THE CRUISE TRAVELLED MORE THAN 700 KILOMETERS AND VISITED 14 PORTS, ALL THE WHILE WASHING THE DENIM. - A KNOWN DESIGNER WAS TAKEN ONBOARD TO DESIGN A PRODUCT USING THIS REMARKABLE MATERIAL. - A CROWD FUNDING SITE WAS SET UP WITH "FIRST COME FIRST SERVE" RESERVATIONS PLACES. - AN ONLINE VIDEO WAS LAUNCHED. - PRODUCT WAS LAUNCHED TO BRICK AND MORTAR STORES AND EVEN TO WELL KNOWN EC SITES.
  • THE RESULT :
    - ADDITIONAL PRODUCTION WAS CONFIRMED WITHIN THE FIRST WEEK OF LAUNCH. - WE CREATED A PRECEDENT OF THE FABRIC ITSELF BECOMING A BRAND, WITHOUT HAVING TO SOLELY RELY ON A DESIGNERS' NAME.
    - NOT ONLY FUKUYAMA, BUT PEOPLE WERE REMINDED OF THE ATTRACTIVENESS OF PORT CITIES OVERALL. - A DENIM MANUFACTURING CITY BY THE SEA, AFFORDED SOME WONDERFULLY EVOCATIVE AND ICONIC IMAGERY.
    - A PRECEDENT AND ADVOCATION OF "SLOW FASHION" WAS CREATED IN
    A WORLD DOMINATED BY FAST FASHION. - NEW BUSINESS POSSIBILITIES WERE CONVEYED (EG. USING DENIM AS FLOORING MATERIALS ETC…)