Staff Reporters
Jun 6, 2019

2019 Cannes contenders: 'One in a Million' by Publicis Singapore

Another touching tour de force from Vicks #TouchofCare campaign about a young Indian girl affected by a rare genetic skin condition and the unconditional love of her parents.

2019 Cannes contenders: 'One in a Million' by Publicis Singapore
We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.

Contender: One in a Million
Agency: Publicis Singapore
Client: Vicks

Nominated by:

Sachiko Nishihashi, managing director, ECD, Dentsu

The strength of the truth, as well as the warmth portrayed through its keen eye that sheds light on a one-in-a-million child (and their parents) contributes to convey a very strong corporate message.  Not only is the story very touching but also very courageous.

Gary Tranter, regional chief creative officer, Digitas & Arcade Singapore:

This film popped up in my social feed and It’s brilliant. Not simply because it’s perfectly positioned, but because of that word we throw around so often, ‘bravery’. I asked myself why is it so hard to watch, and yet so difficult to stop watching? I pondered everything else on my feed for context and was forced to consider in this Kardashian-created influencer world, with impossibly beautiful people, just how brave this brand/client was to value real emotional connection over and above the superficial, borrowed interest of detached ‘brand ambassadors’. This idea is not a Cannes Contender, it’s a Grand Prix.

 

Source:
Campaign Asia

Related Articles

Just Published

9 hours ago

Nearly 70% of bias incidents in AI LLMs occur in ...

The study also reveals that 86.1% of bias incidents required only a single prompt, underscoring how easily AI models can still produce biased outputs despite advances in safety.

9 hours ago

How Knorr used retail media to drive conversions

CASE STUDY: Unilever brand Knorr teamed up with The Trade Desk and foodpanda on a retail-data campaign that achieved more than 12.9 million impressions, exceeding the brand's goal by more than 70%.

10 hours ago

40 Under 40 2024: Thanzyl Thajudeen, Mark and Comm

A seasoned PR expert and founder of Mark and Comm, Thajudeen has transformed his Colombo-based agency into a leading regional player.

10 hours ago

Meta begins firing ‘lowest performing’ staff

Notices began going out to employees in most countries including across Asia this week, as the tech giant prepares to cut approximately 5% of its workforce based on performance.