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.

2024 One Show - Green Pencil

The Biochar Project

Agency Leo Burnett India / Mumbai + PepsiCo India

Client Lay's India

You have exceeded your allotted number of views.

For full access to our extensive awards archive



Members Login Here

Category

Green Pencil

Annual ID

OS24_GP007M

About the Work

To ensure the food security of 1.4Bn Indians, farmers practice multiple-croppings.

In 1970s, the Indian green revolution made India’s food security self-sufficient, possible due to high yield seeds that took less time to mature, thus allowing for multiple croppings- a mantle taken up by Punjab farmers

Running against time, farmers need to clear stubble within only 15 Days. In such a short window, the only way left is to burn it- a decades old practice now ingrained in farmers lives.

Punjab farmers light their fields on fire to clear stubble, choking north-India in toxic pollution- annually 27Mn tonnes of stubble is burnt in Punjab which emits 6.8Mn tonnes of greenhouse gases.

Farmers were getting blamed for pollution despite their helplessness.

Our Challenge: Burning is an inherent part of Punjab farmer’s behavior; How could we transform a traditional but unsustainable farming practice of decades to a sustainable system of crop-sowing.

2024 Awards

Total Points: 3

Merit

Credits

Agency

Leo Burnett India / Mumbai

Client / Brand

PepsiCo India

Related Awards

 

 

 

 

Follow Us