Cannes Lions

I am February

OGILVY MUMBAI / MONDELEZ INTERNATIONAL / 2019

MP3 Original Language
MP3 Original Language
Supporting Content

Overview

Entries

Credits

Overview

Background

When it comes to their kids, Indian parents still judge growth strictly with traditional markers like height. This uni-dimensional viewpoint towards growth often leads to a lot of anxiety amongst parents. To add to their state, competitive brands play on this through advertising, feeding fear to them.

Bournvita being a brand that always propagates a progressive outlook towards parenting, chose to take a counter-view. We personified the shortest month of the year, February, gave it a voice that spoke of all the world-changing historic events that have taken place in this month. Thus assuring the parents about what really matters in a child's growth, is what the child can achieve, and not how tall he or she is.

Execution

The radio is a first-person narrative in the voice of a little girl. Intriguingly, the voice introduces itself as the voice of the shortest month of the year, February. The month starts talking about all its achievements, all the happenings that have taken place historically in the month of February.

Towards the end of the radio, the voice reveals the message that even the smallest, shortest of things have the power to change the world. And that real growth is defined by what we do.

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