Cannes Lions 2011: Lodestar strikes gold for India in Media Lions
22 Jun 2011
Lodestar UM bagged the first gold metal for India at Cannes Lions 2011 in the Media Lions category. Maxus added to tally with a silver in the same category.
Lodestar UM's 'The world's first newspaper on 100 per cent recycled newsprint' for Garnier was the winning entry. For the same, the agency had roped in English daily The Times of India to use recycled paper for publishing its newspaper on World Environment day.
The 45-day campaign had asked users to contribute ideas to help build a greener planet. For every idea received, Garnier bought 10 kg of used newspaper, which was then used for the recycled edition. Several celebrities like John Abraham were also brought in to be part of this initiative.
The other winner was Maxus Mumbai, who won silver for its entry 'We Mixed India!' for Tata Sky.
For the campaign, the agency had roped in 12 leading language channels to air content in a different language during live programming. So, a Western Indian language channel aired Eastern Indian language content during live programming.
This was followed up by a message to switch to Tata Sky and only pay for the channels they actually viewed. Maxus created 42 similar situations of language change for the campaign.
The Grand Prix in the category was awarded to Cheil Worldwide its entry 'Homeplus Subway Virtual Store' for Tesco.
Tesco had built an interactive wall in the subway, where daily commuters could shop for household items by scanning the product with their mobile. The products would then be delivered to them when they reached home.
