Cannes Lions
DDB MUDRA GROUP, Mumbai / CARRIER / 2016
Overview
Entries
Credits
Description
Creative Idea:
As a part of the cooling process, ACs draw out moisture from homes and expel them as water drops. We decided to put this water, which would normally be wasted on hitting the ground, to good use. We did this by connecting pipes to the water outlets of ACs in residential complexes which drained into a storage container at the ground level. Drop by drop, these containers soon got filled with cool water. Water that could make the difference between life and death for the urban wildlife.
Execution
Implementation:
Identifying locations as per SECs, TG-concentration is easy. But to identify parched sections of the city with a substantial urban wildlife concentration was a challenging task.
Timeline:
From April to June 2015.
Placement:
Housing societies across Delh-NCR, India.
Outcome
Results:
We couldn’t statistically measure the results of the activity. However, there was a spillover-effect of the activity. Residents of communities where we deployed the bowls made the effort to find out who was doing the good deed. And when they found out, it caused a lot of positive buzz for Carrier.
Similar Campaigns
11 items