ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
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Category
Influencer Marketing
Annual ID
OA24_SM005B
Children from the slums run the highest risk of diseases like gastroenteritis and diarrhea.
Teaching these kids to wash their hands is the easiest way to prevent these illnesses.
However, traditional methods of education have fallen on deaf ears as children
don’t like being instructed to and find handwashing tedious.
To get them to listen, we needed to hack into culture and make it more relatable. Enter Hip-hop.
The slums are the home of Hip-Hop in India. The kids here live and breathe hip-hop. Even their idols have risen from these streets.
We noticed that hip-hop is full of the ‘hand rub’– a move that looks exactly like handwashing.
So, we hacked it and turned it into a handwashing move.
Our campaign began with a shout-out to Emiway Bantai—a hip-hop icon who rose from the slums—
we called him a #HandwashLegend for doing the ‘Handwashing Move’ in his videos.
Through the campaign, fans spotted the handwashing move on hip-hop artists across the world,
They celebrated the music video which featured children from the Dharavi Dream Project,
and even performed the handwash hookstep.
The initial stages of the campaign- tagging Emiway Bantai, releasing the music video,
and the hookstep challenge lasted for a month.
However, the song ‘Haath Dhona Cool Hai’ (trans. Handwashing is Cool)
is still being played in over 12,500 schools in Dharavi and beyond.
The campaign proved that if you tell kids to wash their hands, they won’t listen.
But entertain them, and they will listen.
430 MILLION VIEWS ACROSS PLATFORMS
17 MILLION ORGANIC LIKES
3400 CONTRIBUTORS
26 HOURS’ WORTH OF ORGANIC USER GENERATED CONTENT.
Teaching these kids to wash their hands is the easiest way to prevent these illnesses.
However, traditional methods of education have fallen on deaf ears as children
don’t like being instructed to and find handwashing tedious.
To get them to listen, we needed to hack into culture and make it more relatable. Enter Hip-hop.
The slums are the home of Hip-Hop in India. The kids here live and breathe hip-hop. Even their idols have risen from these streets.
We noticed that hip-hop is full of the ‘hand rub’– a move that looks exactly like handwashing.
So, we hacked it and turned it into a handwashing move.
Our campaign began with a shout-out to Emiway Bantai—a hip-hop icon who rose from the slums—
we called him a #HandwashLegend for doing the ‘Handwashing Move’ in his videos.
Through the campaign, fans spotted the handwashing move on hip-hop artists across the world,
They celebrated the music video which featured children from the Dharavi Dream Project,
and even performed the handwash hookstep.
The initial stages of the campaign- tagging Emiway Bantai, releasing the music video,
and the hookstep challenge lasted for a month.
However, the song ‘Haath Dhona Cool Hai’ (trans. Handwashing is Cool)
is still being played in over 12,500 schools in Dharavi and beyond.
The campaign proved that if you tell kids to wash their hands, they won’t listen.
But entertain them, and they will listen.
430 MILLION VIEWS ACROSS PLATFORMS
17 MILLION ORGANIC LIKES
3400 CONTRIBUTORS
26 HOURS’ WORTH OF ORGANIC USER GENERATED CONTENT.
2024 Awards
Total Points: 6
Bronze Award
Credits
Agency
Ogilvy India / Mumbai
Client / Brand
ITC Limited
Production Company
Music Boutique
Chief Creative Officer
Kainaz Karmakar
Harshad Rajadhyaksha
Sukesh Nayak
Creative Director
Ricardos Vaz
Vaibhav Paradkar
Varun Sharma
Executive Creative Director
Fritz Gonsalves
Global Chief Creative Officer
Liz Taylor
Group Creative Director
Jayesh Raut
Producer
Shameer Tandon
Chief Creative Officer, Asia Pacific
Reed Collins
Chief Executive - Personal Care
Sameer Satpathy
Creative Supervisor
Jatin Sangwan
Deputy Chief Strategy Officer, India • Planning
Ganapathy Balagopalan
Executive Chairperson
Hephzibah Pathak
Executive Vice President & Office Leader - Kolkata
Roshni Mohan
Executive Vice President - Planning
Nirav Parekh
Group Account Manager
Bhavi Gala
Senior Account Executive
Diksha Patni
Senior Brand Manager
Anisha Sethi
Senior Planning Director
Ramana Charan
Vice President - Health & Hygiene
Sanjay Srinivas
Vice President • Account Management
Rohit Shetty
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