A month or so ago, we lost a few clients. Lockdown woes. Meaning we finally had some time to do non-brand, non-sales related work. Work that was essentially THE. One of our briefs-to-self was to look at a pertinent issue that preceded the pandemic, was rampant during the pandemic, and could prevail in the post-pandemic world. Unless of course we stopped it.
Hate. Discrimination. Racism. Xenophobia.The pandemic amplified it all.
The Covid 19 situation exposed a whole new wave of fear and panic. Doctors, medical workers, Muslims, Chinese, people from North-east India, blacks, strangers, migrant workers, domestic workers, and even the law. No one was spared. The media-frenzied whatsapp groups went into overdrive. Full Throttle Panic Mode. People reacted. A lot for the worse.
Every once in a while a brief that really inspires comes along. This one was a breath of fresh air. Time-coded fans to suck in air, an Air Quality Monitor, Real time display, loads of metal, mesh, pristine white hepa filters, and finally a compelling message.
This billboard was more an urban intervention meets brand activation meets experiential marketing.
Fun Fact: While it was one of the littlest billboards around the city, (we did make the Abbys Goafest 2018 shortlist…OOH), the real kicker here (read win) was that well-over 2 and a half million people saw this creative output. Not bots…or counting the eyeballs on-site. With the budgets we had when we made it, every single reaction on digital was organic. The good stuff. Happy to see millions of people care. Humanity…we still have faith in you.
The making of ‘THE Billboard that Breathes’ was fun. Artist, Coders, THE Workshop team, Art, copy, welders, things moved swiftly at THE Workshop. On-ground it was tougher to get the billboard up than we anticipated. Plus we didn’t have a budget for a crane. People power!
Long story short. We made an explainer video VO, edit, et all. Somehow, Brut made a better one. We like the brut video. Peppy stuff.
Here’s the FB post that went viral: Love it when people comment, there were over 1500 concerned people. And thousands and thousands of shares. Whoopiee! Job done.
This is what we made.
The media did catch wind of this. Press mentions always make THE work feel a tad bit more rewarding. Here’s what they had to say: