The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2016 One Show - Direct

Kite

Agency MCCANN WORLDGROUP INDIA / Mumbai

Client Jivdaya Charitable Trust
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Annual ID

DI16087M

About the Work

THE BRIEF DURING UTTARAYAN, GUJARAT’S KITE-FLYING FESTIVAL, A FRIENDLY RIVALRY ENSUES. WHICH INVOLVES CUTTING EACH OTHER’S KITE WITH RAZOR-SHARP THREADS CALLED ‘MANJAS’. THESE ‘MANJAS’ ENTANGLE, MAIM AND EVEN KILL MANY ENDANGERED BIRDS THAT MIGRATE TO GUJARAT. WE HAD TO FIND A SIMPLE, LOW-BUDGET YET EFFECTIVE SOLUTION TO SAVE THESE BIRDS FROM GETTING INJURED AND KILLED. THE STRATEGY DURING UTTARAYAN (GUJARAT'S KITE FLYING FESTIVAL), A FRIENDLY RIVALRY ENSUES, WHICH INVOLVES CUTTING KITES AND COLLECTING THEM AS A SOUVENIR OF TRIUMPH. WE STRATEGICALLY USED THE KITES ITSELF TO PASS ON THE MESSAGE TO THE KITE FLYERS. THERE BY CREATING A LIVE ENGAGEMENT DURING THE FESTIVAL. THE EXECUTION WE DESIGNED KITES THAT LOOKED LIKE THE ENDANGERED BIRDS AND FLEW THEM WITH SOFT THREADS. ONCE OUR KITES WERE CUT,KITE ENTHUSIASTS READ THE MESSAGE,WHICH ASKED THEM TO AVOID FLYING KITES DURING THE HOURS WHEN BIRDS ARE MOST ACTIVE: 5 TO 7 MORNINGS AND EVENINGS.