We observed a strange phenomenon. The world becomes a much better place in the three months leading up to the Cannes Lions festival every year. There's a surge in the number of creative ideas that selflessly impact the lives of those in need. People are fed, clothed, educated and their voices heard. But many of these ideas are abruptly discontinued in June, right after the awards are given out.

This documentary film explores the views of the beneficiaries of these ideas and asks the all-important question: Why can't ideas that do good for humankind live longer than the awards? Why can't more ideas impact lives in a more sustainable way? The film ends with a simple, yet brilliant solution to the above mentioned problem.

An email was drafted and sent to Mr. Terry Savage by Jeroninio Almeida, the Founding Director of the Indian Confederation of NGOs, on April 29, 2015.

This email contained a link to the video appeal as well.

We followed it up with emails to other advertising industry chiefs and Cannes jury members.

We've hopefully set the stage for conversations around sustainable ideas for good.

If this idea manages to create discussions among advertising thought leaders and jury members in Cannes, it would have served its purpose.