Visa: DREAM2ADVANCE

Credits & Description:

CLIENT VISA
PRODUCT WWW.DREAM2ADVANCE.COM
ENTRANT BBDO INDIA MUMBAI, INDIA
TYPE OF ENTRY CRAFT
CATEGORY ILLUSTRATION
TITLE DREAM2ADVANCE
PRODUCT/SERVICE WWW.DREAM2ADVANCE.COM
ENTRANT COMPANY : BBDO INDIA MUMBAI, INDIA
ADVERTISING AGENCY : BBDO INDIA MUMBAI, INDIA
PRODUCTION COMPANY : RED ICE FILMS MUMBAI, INDIA
JOSY PAUL BBDO INDIA CHIEF CREATIVE OFFICER
RAJDEEPAK DAS BBDO INDIA EXECUTIVE CREATIVE DIRECTOR
DANNY SEARLE BBDO INDIA REGIONAL CREATIVE DIRECTOR
SANDEEP SAWANT/HEMANT SHRINGY BBDO INDIA CREATIVE DIRECTOR
JOSY PAUL/RAJDEEPAK DAS/HEMANT SHRINGY/SANDEEP SAWANT/INDRAJEET KADAM/ANKIT PATH BBDO INDIA COPYWRITER
INDRAJEET KADAM/RAJDEEPAK DAS/SANDEEP SAWANT/JOSY PAUL/HEMANT SHRINGY BBDO INDIA ART DIRECTOR
INDRAJEET KADAM/ANANT NANVARE/MAUSAMI SHIRSEKAR BBDO INDIA TYPOGRAPHER
INDRAJEET KADAM/ANANT NANVARE/MAUSAMI SHIRSEKAR BBDO INDIA ILLUSTRATOR
AVADHOOT HEMADE/INDRAJEET KADAM/SANDEEP SAWANT BBDO INDIA PHOTOGRAPHER
AJAI JHALA BBDO INDIA CHIEF EXECUTIVE OFFICER
RAJAT MENDHI BBDO INDIA HEAD OF PLANNING
SIDHESHWAR SHARMA BBDO INDIA REGIONAL BUSINESS DIRECTOR
HITESH SHAH/SHANKAR YELEGU BBDO INDIA AGENCY PRODUCTION MANAGER
SAMEET KOYAND/VENKATESH PAGIDIMARRY/SACHIN KELKAR BBDO INDIA RETOUCH ARTIST
SURESH AMBRE/UMESH DABHOLKAR BBDO INDIA STUDIO SERVICES
GARY GREWAL/HEMANG CHHEDA BBDO INDIA PRODUCER
SURYA BALAKRISHNAN RED ICE FILMS DIRECTOR
ASHIMA NARAIN RED ICE FILMS DIRECTOR OF PHOTOGRAPHY
NAVEEN PUN RED ICE FILMS EDITOR
CLINTON CEREJO/HANIF RED ICE FILMS MUSIC
Brief Explanation
If women couldn't come to schools, we decided to bring the schools to them. We picked an article closest to them, the saree. Women don't just use it as a piece of clothing, but also as a cradle, a rug, a curtain, etc. It is an inseparable part of their daily lives. So, we printed their school lessons on the saree as a part of its design, and merged the one thing that women love the most, beautiful sarees, and the one thing that would empower them, education, and created a new concept called the 'Saree School'.
Describe the brief from the client:
Unlike a generation before them, young Indians from every corner of India want to access a new world of progress and advancement. They are ambitious and hungry to make something of themselves and the world around them - and they seek tools that enable this. Visa Debit through its 'Dream2Advance' platform, an initiative that inspires and brings young Indians together online over a shared purpose, wanted to demonstrate how the brand enables people to access progress and advancement without barriers.
Description of how you arrived at the final design:
Our aim for the 'D2A' platform was to demonstrate how the brand enables people to access advancement in life without barriers and in doing so inspire and bring like-minded people together online to pursue their dreams for social good. Women in India, especially rural India, are responsible for daily domestic chores like cooking, cleaning, washing, fetching water from far away. These daily chores leave them with no time to access education, a tool of advancement. To change this, we had to find a solution that takes education to these women without taking them away from their daily responsibilities.
Indication of how successful the outcome was in the market:
This simple idea demonstrated how the Visa Debit 'Dream2Advance' initiative creates a world free of barriers to enable progress and advancement. To the final user in the online community it inspired social action with Visa Debit. This idea inspired the Visa Debit 'Dream2Advance' TV commercial on women's education. The TV commercial garnered over 6.4 million views on YouTube. There were 75 million impressions made on Facebook with the video being shared 20,000 times. During the initiative, we garnered over 325,000 unique visitors on the 'Dream2Advance' website. The film was also honoured with the Best Film award from the Government of India.