2020/2021 Winners & Shortlists

Cultural / Context information for the jury

For decades, Indian farmers have suffered drought, flood and failed harvests. Stories of their poverty, suicides and protests have become daily news. Yet, they remain helpless, hopeless and voiceless. PepsiCo relies heavily on the farming community in India and supports them with programs covering water conservation, women empowerment, youth training and yield and income. So during Baisakhi, the Agriculture New Year, when farmers pay tribute to the Gods for abundant harvest and prosperity, PepsiCo gave these unsung heroes something they truly deserve. A “thank you”.

Translation. Provide a full English translation of any text.

There’s a fire within you, melding hardship into worship. Guardian of bread, giver of life. You, the true father to mankind. PepsiCo. Every farmer is our pride.

Tell the jury about the art direction.

The ‘Farmers, Our Pride’ campaign was a tribute to millions of farmers across India who tirelessly provide the food on our table every single day. CASTING: Which is why we called upon real farmers to capture the most authentic stories of their struggle, sincerity and strength. No hair, no make-up, no props. PHOTOGRAPHY: Relying solely on natural light to paint heroic yet candid, high-contrast imagery with a documentary angle that puts raw emotion under the spotlight. With extreme wide-angle shots, high-contrast black-and-white imagery. A wise man once said, “When you photograph people in colour, you photograph their clothes. But when you photograph people in black and white, you photograph their souls.” TYPOGRAPHY: The work of farmers is organic and rustic, labour and craft intensive, rigorous yet fluid, disciplined yet flexible. Each poster's calligraphy reflects exactly that. And celebrates it with a heartfelt poem handwritten in the Devanagari script.