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Lockdown has suppressed creativity; here are two examples to inspire you in this tough time.

Creating campaigns despite a lockdown, this is how Wunderman Thompson and Gozoop did it smartly

Lockdown has suppressed creativity; here are two examples to inspire you in this tough time.
  • Whilst it is difficult to tickle your creative bone in quarantine, these two campaigns by Wunderman Thompson and Gozoop will inspire you to think out of the box.
  • Ironically, the agencies have come up with out-of-the box solutions whilst being locked in a box.
How do you produce an advertisement when the entire country is locked down and all you could do is move from your working desk to your refrigerator in the kitchen or balcony to exchange awkward smiles with your neighbour? Wunderman Thompson and Gozoop have an answer for you.

In an attempt to raise awareness around the importance of staying indoors, Wunderman Thompson South Asia planned a digital film for Tata Pravesh, a brand of steel doors from Tata Steel. The film is a montage of doors being shut. It signs off with the message ‘Only a closed door can open up roads to fight Coronavirus’ and urges people to ‘Take Quarantine Seriously’, that being the only way to #ShutOutCorona.

‘But how to get an ad done at a time when most of the world is behind closed doors, production houses included?’ Wondered Wunderman Thompson. Crowdsourcing and teamwork was their mantra. They turned to their colleagues across offices – Mumbai, Delhi, Chennai, Bangalore, Hyderabad and Kolkata – asked them to contribute videos shot on smartphones of the doors in their homes being shut, bolted, barred or latched.

Interestingly, the turnaround time was also decreased. They sent out the request to the network late last Friday and were ready with the final film the following Monday. They stitched together roughly 50% of the responses, the balance having to be reluctantly omitted because of the demands of the edit.

Vijay Jacob Parakkal, Senior VP & Managing Partner, Wunderman Thompson, said, “These are truly testing times, I am glad we were able to partner Tata Pravesh doors on this extremely relevant film. And I am proud the way the entire Wunderman Thompson family came together while working from home and helped us pull off this film. Please do watch the film and shut those doors. Stay in, Stay safe. Folks!”

Gozoop, on the other hand, collated videos from social media for its client National Institution for Transforming India (NITI) Aayog. Its core idea of ‘togetherness in chaos’ anchored the ad quite well.

Under this nationwide lockdown, the public sentiment veers between anxiety, confusion and determination. With social distancing being the need of the hour, there is a need to be united in spirit while physically staying apart, so that we can break the chain and flatten the curve.

In the backdrop of this sentiment, on March 22, Prime Minister Narendra Modi asked the citizens of India to take to their balconies and windows, clapping hands and banging on steel utensils, to show solidarity with those who are providing essential services in these challenging times.

The nation responded to this call with great fervour, with citizens across the country coming to their terraces and balconies to extend their support to the valiant heroes of these tough times. Gozoop collated those videos to showcase the will and determination of a nation that has come together in trying times.

Speaking about this, Ahmed Aftab Naqvi, CEO & Co-Founder, Gozoop, said, “This is a time for all of us to stick together in spirit but stay separate at home. We wanted to communicate this message to as many people across the nation, in a way that they understand and act on it. I am glad that our team, while working from home, put in their efforts and used the power of creativity to launch this video. I am thankful to the NITI Aayog for supporting this idea and helping it reach across India. If this helps save even one life, we will consider our job done. #HumHongeKamyaab.”

While it is important to be united in spirit in these trying times, it is equally important to physically stay apart. Let’s continue social distancing in a diligent manner and continue thinking out of the box.

COVID-19IndiaCases: 182,143Deaths: 5,164Recovered: 86,984
COVID-19WorldCases: 5.82mnDeaths: 363kRecovered: 2.57mn
COVID-19USACases: 1.70mnDeaths: 100kRecovered: 406k
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