NEUTROGENA
THE SCENARIO Today, Canada is home to peoples from every corner of the globe. Newcomers, immigrants, and students make-up the very fabric of this land. Through their distinct voices, experiences, cultures, and celebrations they have brightened and enriched the already colourful palette of this nation to the North.
Amongst these ever growing audiences, South Asian and Chinese immigrants are the fastest growing groups. It is only natural that luxury beauty brand NEUTROGENA would want to reach out and welcome Canada’s newest inhabitants.
THE BRIEF To reach out and connect with South Asian and Chinese Canadians, new & old and introduce them to NEUTROGENA’s range of beauty products.
THE ‘BIG IDEA’ If there’s one aspect that South Asia and China have in common, it is that the two are ripe with festivals and celebrations. Each and every one, ripe with its own significance, traditions, and nuances.
Using the popular festivals of Mid-Autumn & Lunar New Year (Chinese) and Diwali (South Asians) a series of digital video films were conceptualized to capture the essence of the festival and highlight the usage of NEUTROGENA’s beauty line. Along with the three films, that were broadcasted in Mandarin, Cantonese, Hinglish (English & Hindi), and English, the campaign was further promoted on popular social media platforms including Wechat, Weibo, and Little RedBook.
Diwali, India’s most popular festival sees the country come alive amidst the glow of firecrackers, sweets, and the hope of better things to come in the new year.
To extend festive greetings on the occasion of Lunar New Year, inspiration was gathered from astrology as it pertains to Chinese customs. 2023, celebrated as year of the rabbit in Chinese custom stands for GRACE, ELEGANCE & BEAUTY which was further translated to the beauty attributes of HYDRATE, TREAT & MOISTURIZE.
The film was broadcasted in Mandarin and Cantonese.
INDIAN NAVY
THE SCENARIO The Indian Navy like its counterparts the world over are rich with pride, nautical tradition, and its members being to a fraternity with a rich history.
THE BRIEF To encourage potential applicants to join the Indian Navy for a fulfilling career in the armed forces.
THE ‘BIG IDEA’ As a country that’s growing by leaps and bounds on the international stage, a vast majority of Indians aspire to a corporate life to earn their way to the top. Aspirations like climbing the corporate ladder, the corner office, corporate travel, and making their corporate mark are goals that the Indian of today have their hearts and minds set on.
To boost recruitment, a campaign was devised that tapped into these very same aspirational insights. The campaign encouraged aspirants to meet their corporate goals while serving their country with the pride it deserves.
TAURIAN WORLD SCHOOL
THE SCENARIO Taurian World School (TWS) prides itself on not only offering its students a world class eduction but also giving them a chance to discover and follow their passions.
THE BRIEF To develop a campaign that highlighted TWS’s 360 degree approach to education through a print campaign.
THE ‘BIG IDEA’ To highlight the coming together of two educational approaches, a print campaign was conceptualized that promoted the idea that an education at TWS kept its wards ‘Two Steps Ahead’. This concept was articulated through copy and design by combining the attributes of a formal education with learning the finer aspects of living a fulfilling life. This print campaign ran successfully through in-flight magazines across popular domestic and international flight routes and was well received with the intended target audience. The idea of ‘Two Steps Ahead’ was further translated into a brochure that incorporated art created by the students at Taurian World School!
Brochure
TRÉSMODE
THE SCENARIO Trésmode, a popular brand of men’s and women’s high end footwear and accessories with stores in India and the US was struggling with finding its brand voice. As the purveyors of luxury footwear they could ‘walk the walk’ with the best of them. It was ‘talking the talk’ that posed the problem.
THE BRIEF The team at Trésmode was singular in its vision of updating the branding to portray an elevated status befitting the product line.
THE ‘BIG IDEA’ For an elevated and refined creative a combination of lux editorial layouts combined with witty, catchy headlines was employed. The brand overhaul saw a 550% increase in in-store and online sales and saw a creative translation of the concept across print, digital, social media, and visual & verbal branding.
CANON
THE SCENARIO Canon cameras has long been at the forefront of photography and photo imaging. Today, its line of high end digital SLRs (Single Lens Reflex) cameras and lenses are the staples for photographers new and old.
THE BRIEF Canon’s latest endeavour in the SLR market is the Canon EOS 700D, a versatile and efficient piece of hardware that delivers high end image capture with the added bonus of Wi-Fi connectivity. The brief set before was to create a campaign that highlighted its versatility and features. Enough said, right?
THE ‘BIG IDEA’ Ask any photographer, new or old - the hunt for the perfect shot is an endless endeavour that demands perfection. In the pursuit of new and exciting visuals photographers will often travel to far off picturesque locations to capture that eternal “shot”.
These ‘locales’ though more often than not are far, not easily accessible, and expensive to get to. How then, does the aspiring or even seasoned photog get to work?
Taking a cue from the Canon EOS 700D’s WiFi capability a creative yet innovative solution was devised. A webpage was designed with connectivity to remotely positioned EOS 700D cameras placed at picturesque locations around the world.
Users simply log on to the website and choose their desired location to shoot. On-site the camera, mounted on a swivel tripod is controlled by the user and has complete access to the camera’s functions. From zooming in & out to changing settings like ISO, shutter speed or aperture and finally framing their perfect shot, photographers could not only ‘test drive’ the new EOS 700D but also click their dream shot in their dream location.
Best of all, visitors to the site could test the camera’s capabilities at different times of the day under varying conditions and are rewarded with an image of their “own clicking”.
The best images captured were featured on Canon’s “EOS 700D Wall of Fame”.
