Cannes Lions
PUBLICIS COMMUNICATIONS, Gurgaon / IN GANDHI'S SHOES / 2009
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Description
Over the last six decades Gandhi has been turned into a statue, mural, photograph, postage stamp, and currency note.Our idea was to unmute each of these symbols and Let Gandhi Talk to the nation again.
So Gandhi spoke through the youth who stepped into his shoes. Gandhi spoke through the stickers to people who wouldn't listen to us. Gandhi spoke through postcards which carried his stamps. Gandhi spoke through the currency note. And Gandhi spoke on the internet too.The campaign was covered by Navbharat Times - India's largest read non-English newspaper on their front page. Besides many other respected national newspapers like Times of India, India's largest circulated English newspaper, The Hindu, Indian Express, Financial Express, Pioneer, Tehalka and many other local publications covered the story. Television channels including Star TV, CNBC, Total TV, 9X covered events. But above all, students and victims of violence stepped into Gandhi's shoes and spread his message of peace. 300 shopkeepers from one of the biggest markets in the city volunteered to spread the message through the Indian currency notes, and the sceptical youth are becoming ambassadors of Gandhi in a way they never had before.
Execution
On 30th of January every year India remembers Gandhi's death.
We decided to use the day to re-present Gandhi to the youth of the nation.
1. We made two-foot long Gandhi's shoes. Students, victims of violence and celebrities came and stepped in these shoes and spread Gandhi's message of peace.
2. We used the largest circulated paper in the country: The Indian currency notes, which have the image of Gandhi.
3. The same stickers were used to Let Gandhi talk to people who wouldn't listen to us.The event started at Jawhar Lal University and in the evening the event took place at Sarojini Nagar, where a bomb blast had claimed many lives.
Outcome
1. Students, victims of violence stepped into Gandhi's shoes and spread his message of peace.
2. 300 shopkeepers from one of the biggest markets in the city voluenteered to spread the message through the Indian currency notes.
3. People used Gandhi to talk to people who wouldn't listen to us.
4. Gandhi is back in circulation.
5. The youth (the most skeptical of Gandhi's message of peace) are becoming ambassadors of Gandhi in a way they never had.On 2nd October this year the idea is to unmute Gandhi's statues everywhere in the world.
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