Cannes Lions

Bad Ads

DENTSU CREATIVE IMPACT PVT. LTD. (DENTSU AEGIS NETWORK), Gurgaon / HT MEDIA / 2016

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Overview

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Credits

Overview

Description

What is a CV if not an advertisement for you. And that makes a bad CV, a bad ad, right? We used this relevant insight as our springboard to make a quirky and quintessentially Indian idea. We got Indian street artists to design this intentionally bad creative by hand. And the poster gave the message loud and clear- A bad Cv= a bad ad, so get your CV written by experts.

We got street artists which are unlike any other street artists in the world. In India we have a culture of painting movie posters by hand. These are hand painted by artisans who have this art passed on through generations. And the style we adopted had a very different design sensibility.

Execution

The design process was a very interesting one.

After cracking the idea, we made these bad ads on the computer.

Then we went to the street artists and got them to do their own rendition of those posters by hand, which took weeks to do. They were perfectly bad (quirky).

We shot them, and finished them digitally to make the final posters. They were printed on special paper to retain the handmade feel.

The design is a typical Indian design which is used to make local Bollywood posters by hand and to make ads for these funny small time local brands. We hijacked it and enhanced those design sensibilities.

Outcome

This idea was done to increase sales of the CV writing service and increase web traffic on the site. Shine.com is positioned in the market as a quirky, young brand which out to solve real problems and it communicates in a casual yet thought provoking tone of voice. We have a 6 foot talking mouse in a suit as a mascot.

Talking hard numbers, this campaign was immensely successful:

• 52% increase in web traffic • 21% increase in subscriptions • 100% increase in measurable quirk.

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