People have become so used to seeing children live on the streets that they don’t even notice them anymore. Ogilvy & Mather Mumbai needed to create a stir, to remind them of the glaring difference between their own children and these less fortunate ones. Most often these kids have only newspapers to sleep on, a symbol of how impoverished they truly are. We decided to package newspapers as bedsheets and place them along with branded sheets, to bring home the glaring difference between the two.
Advertising Agency: Ogilvy & Mather, Mumbai, India
National Creative Director: Abhijit Avasthi, Rajiv Rao
Executive Creative Director: Sumanto Chattopadhyay
Art Director: Harshik Suraiya, Mayur Varma
Copywriter: Roma D’Cruz