Countdown to Cannes 2012: Sunburn Music Festival, Ditto TV, FedEx and Anti-terror campaign to work magic for Percept/H

The agency believes that its creations for Sunburn Music Festival, Ditto TV, FedEx and Anti-terror campaign in Mumbai will surely catch the attention at Cannes.

Percept/H is riding a high wave on the confident belief that its work for Sunburn Music Festival, Ditto TV, FedEx and Anti-terror campaign initiated in Mumbai will work magic at Cannes.

In 'Sunburnitis', submitted in the Press Lions category, the creative talks about the spread of the virus 'Sunburnitis' from Condolim Beach in Goa. Wittily written, the creative highlights the success of the Sunburn Music Festival.

The agency's work, called Sunburn Merchandise, has been entered in two different categories - Design Lions and Outdoor Lions. The campaign is about the clothing line including vests and beach wear created especially for the Sunburn Music Festival. The clothes were punched in with clear sticker tattoos. After wearing the clothes for a few hours, when the participants took them off, they could see the 'Sunburn' logo tattooed on their skin.

The agency in this case used the power of the sun to transfer the Sunburn logo onto the skin of Sunburn fans.

Ryan Menezes, chief creative officer, Percept/H, says, "This year, we have very exciting entries in many categories. If the juries are looking for fresh, unexpected solutions that engage the audience, these entries should do well. They certainly did well for our clients!"

Submitted in the Direct Lions category, 'Screw the couch' is the launch ad for Ditto TV, the OTT (over-the-top) TV distribution platform from Zee New Media, the digital arm of Zee Entertainment Enterprises (ZEEL). The copy of the press ad, written in a tongue-in-the-cheek manner, builds intrigue and arouses curiosity about the Ditto TV app. The agency used the double entendre of 'Doing it anywhere' to play on the inherent naughtiness. The advertisement was placed in the front page of leading newspapers in major cities.

The press ad, which was released just once, resulted in the Ditto TV app becoming the No.1 free top trending app, with 3,000 subscriptions within three hours of the appearance of the ad.

'Anti-terror bag' has been entered in three different categories - Media Lions, Outdoor Lions and Promo Lions. Mumbai has been under terror attack many times, so much so that in the last two years, the city has been shaken with seven bombing incidents at various public places. The terrorists operated by placing school bags in public places and abandoning them. The agency therefore placed special knapsacks inside local trains. The knapsacks contained a device that would tick like a time bomb and then announce a safety message.

The result of the campaign was that within three months, 2,140 pieces of abandoned bags were reported.

Entered in two categories - Film Lions and Branded Content & Entertainment Lions, 'Hello! Hello!' is a 'music videotisement' for FedEx, featuring emerging rock group Shor Bazaar. The lyrics of the chorus in the video were written specifically to revolve around delivery, which is the core of FedEx's business, as most Indians think that the company's services specifically deliver shipments to and from the US. The music video features a humorous situation when the band delivers its merchandise for the upcoming rock show through FedEx.