Cannes Young Lions
Concept and Design
This is my entry for the Cannes Young Lions competition 2015 which got shortlisted in the top 10 finalists from India.
Brief: Women Safety - A norm, not an aberration. (To use advertising as a tool to change the sorry condition in our country regarding the safety of women)
Copy:
Because they say, what you wear makes all the difference. Make fashion a safety statement.
Idea :
In India, people still blame women for not wearing modest clothes. It's a woman's dressing sense that invites sexual harassment. We think that this mindset, even though extremely bizarre, will not change anytime soon.
So, what did we do?
We brought out a whole new range of products available to women at clothing and accessory stores that served a dual purpose! These clothes and accessories could also be used as weapons for their safety. This was a sarcastic yet daring take on the sorry situation and mindset which is a pathetic joke that we all live in today.
Because they say, what you wear makes all the difference, here we are trying to make a difference with what we wear.