HAIYYA: STICK IT ART

Credits & Description:

SUB CATEGORY : BEST USE OF AMBIENT: SMALL SCALE
COMPANY ENTERING : BBDO INDIA, MUMBAI
ENTRY TITLE : STICK IT ART
BRAND : PUBLIC AWARENESS
ADVERTISER : HAIYYA
ADVERTISING AGENCY : BBDO INDIA, MUMBAI
CHIEF CREATIVE OFFICER : JOSY PAUL
EXECUTIVE CREATIVE DIRECTOR : RAJDEEPAK DAS
CREATIVE DIRECTOR : JOSY PAUL/RAJDEEPAK DAS/SANDEEP SAWANT
COPYWRITER : JOSY PAUL/RAJDEEPAK DAS/SANDEEP SAWANT/HEMANT SHRINGY/GUNJAN PODDAR/
INDRAJEET KADAM
ART DIRECTOR : JOSY PAUL/RAJDEEPAK DAS/SANDEEP SAWANT/GUNJAN PODDAR/
INDRAJEET KADAM/HEMANT SHRINGY
HAIR & MAKEUP : SANDEEP NAYAK
LOCATION MANAGER : RAJ KAUSHIK
PRODUCTION COMPANY : RED ICE FILMS/DREAMCATCHERS/10 FILMS, MUMBAI
DIRECTOR : SURYA BALAKRISHNAN
ASSISTANT DIRECTOR : PARINAZ JAL
DP : ANUJ DHAWAN
EDITOR : RAJEEV MOHITE/NAVEEN PUN
PHOTOGRAPHER : RAGHAV SUBBU/SUNIL GARUD
RETOUCHER : HITESH SHAH
ILLUSTRATOR : GUNJAN PODDAR/INDRAJEET KADAM/ROHAN PORE/ABHINAV KAFARE
PRODUCTION PRODUCER : GARY GREWAL/VARUN MANSHARAMANI/KIRK JACOB/SHOUVIK BASU
THE BRIEF : PEOPLE WERE DEFACING THE BEAUTIFUL D'MONTE PARK IN MUMBAI BY STICKING CHEWING GUM EVERYWHERE. HAIYYA, A NON-PROFIT ORGANISATION, WANTED TO MAKE A DIFFERENCE AND CLEAN UP THE PARK. A SOLUTION WAS NEEDED TO FIX THIS ISSUE.
THE SOLUTION : IF PEOPLE LOVE STICKING GUM, WHY NOT GIVE THEM A BETTER PLACE TO STICK IT ? ON THE TICKET! SO WE CREATED 'STICK-IT ART' WE GOT ARTISTS IN MUMBAI TO CREATE INTERESTING ILLUSTRATIONS ON THE BACK OF THE ENTRY TICKET, LEAVING A SPOT FOR THE CHEWING GUM. THE GUM COMPLETED THE ILLUSTRATED STORY. VISITORS AT THE D'MONTE PARK WERE AMUSED. THEY INTERACTED AND ENGAGED WITH THE IDEA AND GOT THE POINT ABOUT NOT STICKING GUM ANYWHERE OR EVERYWHERE. THEY WERE INSTANT CONVERTS.
THE RESULTS : THE ACTIVITY AT THE D'MONTE PARK IS ONLY A BEGINNING. SEEING THE SUCCESSFUL REACTION TO THE IDEA BY THE PUBLIC, HAIYYA IS IN CONVERSATION WITH THE BOMBAY MUNICIPAL CORPORATION TO TAKE THE STICK-IT ART IDEA TO OTHER PARKS IN MUMBAI.