Cannes Lions
OGILVY & MATHER MUMBAI, Mumbai / AKANKSHA FOUNDATION / 2017
Overview
Entries
Credits
Description
President Obama is easily the world's most popular head of state. So while his term was coming to an end, it became a trending subject of conversation in even in a country like India, 12000 KM away from where the President resides. While everybody in the world dwelled on the subject of his farewell, we were reminded of another fact – that the president himself loved teaching. Add to this his love for children. That was a unbeatable combination that made him the most eligible candidate for the job of an Akanksha Teacher.That's when the 'Job offer' idea came about. So offer is made by Akanksha kids via a video shared on social media, addressing none other than the President himself. Kids show what would be in store for him if he takes up the job. The video ends with a call-to-action for spreading awareness about Akanksha's shortage of teachers.
Execution
A simple film was shot at the actual location of the Akanksha school, to give the President and every potential candidate a good orientation of what this job entails.
In the film, the children showcased a personalised ‘hand-made’ job offer that was literally prepared by the children themselves. All the children, teachers and support staff appearing in the film belong the shown school. The film was uploaded on Youtube on 21st December 2016, and shared on Akanksha's official Facebook page and Twitter Handle. The campaign's reach has since experienced an organic growth, which stands at 27 million at the time of entry. It has been endorsed and shared by many social influencers like Amitabh Bhachchan (Bollywood’s undisputed superstar) and Shashi Tharoor (Former International diplomat and renowned author), Media companies like The Indian Express and Voice of America, and also the US Consulate of Mumbai.
Outcome
Shortly after the launch of the video, we caught the attention several influencers on social media, including Amitabh Bachchan, who shared the video with his 24.6 million followers. Shashi Tharoor - renowned politician, author and international diplomat - also pitched for Akanksha, while the US consulate in Mumbai expressed its support for our offer by sharing our video on their page. The campaign has also been covered by both national and international media houses like The Indian Express and Voice of America. Our reach today is 27 million and counting. And we are hopeful of receiving an acknowledgement from the great man himself. All this on the strength of a simple job offer for a teacher's role, made by the smart kids of Akanksha.
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