CANNES: Savlon, the antiseptic brand owned by ITC, won the Grand Prix in the Creative Effectiveness category at the 2018 Cannes Lions International Festival of Creativity for a campaign developed with the Mumbai office of Ogilvy, the agency.

As part of ‘Healthy India Mission’, a school outreach program, Savlon sought to tackle a common problem in rural areas of India: namely, that children do not know about the importance of washing their hands with soap.

In response came Savlon Healthy Hands Chalk Sticks. Chalk is a widespread feature of countryside schools, as pupils often use it to write on slate, and this schoolroom staple was transformed into a powerful tool by the brand.

More specifically, it distributed chalk sticks that were infused with soap, so that when children went to wash chalk powder from their hands before eating, it automatically turned into soap, and thus helped teach them about this vital habit.

Ultimately, many thousands of boxes of this chalk have entered circulation, as Savlon saw instant interest from a huge number of schools and non-governmental organisations.

WARC subscribers can read all the Creative Effectiveness winners and entrants here.

“We ended up awarding the Grand Prix to a campaign that’s not a campaign – it’s a solution,” said Fernando Machado, global chief marketing officer at restaurant chain Burger King, and who served as president of the Creative Effectiveness jury.

“It’s a huge partnership between client and agency that was able to dig in and find a real insight and come up with a product, idea and campaign which solves a real problem by inserting the solution as part of the routine in the existing behaviour of people,” he said.

Elsewhere, one of two Gold awards went to Pedigree, the pet food brand owned by Mars, for a program created with the Auckland office of Colenso BBDO.

This campaign encouraged parents whose children had grown up and left home to adopt a dog – and carried the lighthearted name of the Child Replacement Program.

Also taking Gold was Cheetos Museum, a campaign for PepsiCo’s snack brand created by Goodby Silverstein & Partners in San Francisco.

This effort asked consumers to find an individual Cheeto that resembled something in the real world – from a landmark to a celebrity – and submit their suggestions to the brand. It then exhibited some of the best examples in New York.

Among the six Silver winners were State Street Global Advisors for its Fearless Girl campaign, retailer John Lewis – a long-term leader in the Creative Effectiveness category – and SickKids Foundation, an organisation focused on child health.

Candy brand Snickers, tech giant Tencent and sporting-goods manufacturer adidas all took a Bronze, as did The New York Times, the news provider.

Sourced from WARC