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.
Category
Active Engagement / Call to Action
Annual ID
OS23_SM035B
About the Work
30 million abandoned and orphaned kids in India live in poverty and face a dim future. A problem that’s not solved by the Indian government alone.
Since 1949, SOS Children’s Villages, a donor-based organization, has been helping abandoned or orphaned children to create a safe environment and a better future. But every year SOS faces increasing costs and severely needed more sizable, stable and continuous donations. The kind of donations you can only get from corporations.
So, with SOS kids at the center, we devised a unique fund-raising model to convince India’s largest corporations to turn some of their huge marketing budgets into donations to SOS.
We created Chatpat, a lovable and persuasive 10-year-old influencer with street smarts, who painstakingly recreated frame-by-frame India's most iconic commercials from the most recognizable brands, and then publicly offered those recreations to the brands on social media in exchange for donations to SOS.
From Cadbury to Tide, Chatpat turned the biggest commercials into viral films, each film with the call to action for corporations to donate. The recreations were too charming to skip and resonated with millions of people who connected with these iconic commercials from their own childhood. Including today’s biggest CMOs.
Through Chatpat’s social handles, we posted these commercial recreations on social media, starting with LinkedIn and Instagram, tagging the brands and specifically targeting CMOs to reach the most influential people in those corporations.
10-year-old Chatpat was immediately loved by everyone and became a celebrity. His army of fans and followers helped turn him into a viral success overnight, making him impossible to ignore by corporate brands. Relying entirely on buzz and earned media, he increased brand impressions by 1506%, increased corporate donations by 61.5% from the year prior and created an all-new fundraising model for the future of SOS.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
FCB India Group / Gurugram
Kinnect / Mumbai
FCB / Chicago
PR / Marketing Agency
Cumulus / GURUGRAM
Chief Creative Officer
Swati Bhattacharya
Andrés Ordóñez
Danilo Boer
Creative Director
Tim Schoenmaeckers
Niels Sienaert
Jack Miller
Maithili Mullick
Director
Anas Ali
Director of Photography
Amit Roy
Editor
Gus Spelman
Executive Creative Director
Ashish Tambe
Executive Producer
John Bleeden
Sound Designer
Alec Chojnacki
Associate Creative Director
Jake Roland
Kelly McGuckin
Miles Jappa
Agency In-House Production
Lord + Thomas / Chicago
Associate Account Director
Aarzu Duggal
Associate Director Marketing
Jaikrishna Patel
Client Servicing
Garima Bisht
Tirtha Bandi
creative group head
Pawan Pandey
Director, Corporate Communications
Rucha Bhalekar
EVP, Head of Production N.A.
Kerry Hill
Lead Creative Producer
Manan Gala
National Creative Director
Kartikeya Tiwari
Senior Brand Services Manager
Vishakha Khattri
Sr. Art Director
Lekha Kambli
Sr. Brand Planning Manager
Dhananjoy Roy
Sr. Creative Executive
Chirag Gupta
Rishabh Kallyat
Sr. Creative Producer
Tushar Tawde
Sr. Creative Strategist
Meru Kapoor
Sr. Marketing Manager
Stuti Srivastava
Sr. Video Editor
Pranav Mestry
Sr. Visualiser
Mihir Shah
Strategy Manager
Aditya Joshi
SVP, Studio Director
Roman Mendez
Vice President Strategy
Kizie Base
Video editor
Kevil Gada
VP Design
Priyanka Mestry Soni
VP Web Strategy & Organic Search
Dhruv Shah
VP West
Ritika Malhotra
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