2016 Winners & Shortlists

The Campaign

On the very first morning of the year, we set up special billboards across parks, jogging tracks and beaches of the city. These billboards were meant specifically for the first ones who came across them, and offered items like bicycles, headphones, go pro cameras and surf boards to help them with their fitness routine in the coming year. Considering everyone was bringing in New Year’s Eve just hours before, it was only the really dedicated ones who showed up at these locations and they were duly rewarded. Theses individuals were genuinely surprised by our gesture. Imagine their disbelief when they came across a billboard, in the wee hours of the morning that was put there just for them. We secretly filmed their reactions, and with their permission, posted a compilation video online. Their resolve and dedication inspired the millions who saw the video on social media platforms.