Spikes Asia

Freedom

McCANN INDIA, Mumbai / WORLD WILDLIFE FUND (WWF) / 2021

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Azaadi, a Hindi word that means freedom, was used as part of the idea. It was a one-word chant used by university students at protest marches across India, as part of a political movement.

This rhythmic chant became the heartbeat of a generation, a ubiquitous slogan for common man, and even got into the playlist of India’s youth.

To capture the essence of our film - that animals and humans equally deserve freedom, we used a remix version of the ‘Azaadi’ chant. What better way to evoke the emotion of freedom than through a slogan that became the symbol for freedom.

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