2017 Winners & Shortlists

The Campaign

Knowing that we had only 12 pages to tell a story, we wanted to ensure that every page holds the viewer's attention. We wanted to bring to life the fact that just like the company, each and every one of us should take onus. The idea was to dramatize the fact of where the world currently stands and would be if corrective measures are not taken. So we took 12 facets that are either acting upon or are the direct result of global warming. We took the fact that the product keeps car engines clean and running longer and clean parts mean a clean engine and that means a cleaner environment. The parts were then used to depict the scenarios.

Creative Execution

We created custom illustrations made out of the very elements that get affected by the product to put across not just the highlights of global warming, but the endeavours undertaken by the company itself towards the same cause. Each illustration depicts a scenario or a species that is getting closer to extinction due to the lack of empathy on our part as the human race, given our continuous impetus towards industrialization. The idea was to showcase that cleaner engines in the long run add up to a better world. At the same time each page brings to light the efforts put in place by the company to reduce its impact on the environment. The various small parts of an engine were painstakingly put together to create engaging and immersive imagery. Then colour grading and image correction was done for every little element.

Indication of how successful the outcome was in the market

Value to brand: The calendar has generated sentiment and has helped the company start a conversation within an ecosystem, which has been earlier devoid of such thought starters. Value for consumer: The calendar generated empathy towards the cause and generated awareness amongst the consumer. 3The company has received calls from their channel partners asking what kind of changes they could implement in their processes or if the company could help them with direction. Reach: The calendar reached 50000 channel partners Sales: This was an endeavour targeted towards awareness and not sales. Achievements against brief: The calendar has not only displayed a date pad but has also enigmatically educated and informed people about global warming.

Brand Relevance: Given that the company is into fossil fuel and lubricants, the brand is at the epicenter of harvesting energy. It's important to proliferate the message that TOTAL has taken serious measures to ensure reduction of the impact on the environment, thereby changing the perception of the consumer. Choice of Campaign Elements: Desktop Calendar Target Audience: The intended TG for the calendar was the channel partners of the brand spread across Middle East and CIS countries. Approach: The approach was one of showcasing changes made by the company internally in terms of processes and production technologies towards reducing their own carbon footprint and its repercussions, thereby inspiring others to follow their example.