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.

 

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