2017 Winners & Shortlists

The Campaign

The Monsoon Billboard was designed to tackle the issue at its geographical point of impact, rural India, with the express objective of reducing farmer casualties and saving the lives of agricultural workers during the monsoon season. But the Billboard’s function went further than grounding electricity through a lightning rod. Through the application of graphic design language, bold icons and simple instructions, the Billboard also educated farmers on what steps to take in the event of a storm, and how best to reduce the probability of getting hit by lightning.

Creative Execution

The Monsoon Billboard was implemented from 13 September to 31 October 2016, and employed simple design elements that directly spoke to our target audience. Within the 3x8 meter Billboard, which incorporated a lightning rod to channel lightning into the ground and create a safe zone for farmers in the event of a storm, step by step icons and simple instructions conveyed vital information about how to minimize the risk of getting struck. The Billboard employed black and white print on vinyl to maximize clarity and visibility, especially in rain, as well as a lightning rod, copper coil, copper cable and ground rod to safely earth any lightning strike.

The Monsoon Billboard was 100% effective, with no further no casualties from lightning strikes in the rural community after its implementation. Media coverage was widespread, and as a direct result of the Monsoon Billboard, brand love for Varuna increased by 7%, with the company consolidated its positioning as a conscientious brand dedicated to the wellbeing of the community and CSR initiatives. The cultural impact of the Billboard in the public’s consciousness is both significant and ongoing, with Varuna, the municipal body of the constituency where the Billboard was located and the government itself inviting brands across India to support the cause so that Monsoon Billboards can be constructed nationwide in time to save more lives by the next monsoon season.

The Monsoon Billboard’s innovative use of outdoor directly led to a 100% drop in casualties from lightning strikes. Each year, thousands of farmers are killed by lightning during the monsoon season in India. Through the incorporation of a lightning rod, the Monsoon Billboard addressed this problem in a way that not only saved lives, but also positively impacted business.