| 标题 | Lifeline |
| 广告公司 | J. Walter Thompson Kolkata |
| 广告战役 | Rotary Miracles |
| 广告主 | Rotary International |
| 品牌 | Rotary International |
| 首次发布日期 | 2014 / 3 |
| 行业领域 | 疾病认知、救助机构 |
| 剧情简介 | A young boy is shown struggling to break free of the lines that bind his feet to the ground (the palm).The more he tries to escape, the more trapped he finds himself. Defeated, he sits down when a football hits him on the head. The ball is on another hand, which moves up alongside the first one. In his determination, he breaks open each rope that is tying him down. Slowly, the camera begins zooming out and we see the background is that of two human palms. The boy holds on to the lifeline (literally) and jumps onto the other hand. He begins kicking the football around. Mr. AmitabhBacchan’s VO then states that India is now polio free. “When we join hands, miracles happen |
| 哲学 | Conversations with polio patients and the poor or ailing revealed that most of them believed it was written in their fate. It's said that you can't change fate because it's sealed in the lines of our hands. But the fact that India was finally polio free or a kid with congenital heart disease got the gift of life was in a way fate changing itself. That's where the entire idea of using hands and fate lines as a design metaphor kicked in. So when two different hands came together, fate got changed and the biggest world problems were overcome. |
| 问题 | Rotary in India was seen as an organization where people met for social and business purposes and that perception overshadowed its range of social developmental activities that touches every strata of society. The agency’s task was to create salience about the good work that Rotary was doing and stimulate people interested in its developmental initiatives, to express a desire to be involved with Rotary. The campaign had to bridge the gap between perception and reality, dispelling myths about Rotary. It had to create high interest in Rotary, change attitudes towards Rotary and generate interest to be a member. |
| 结果 | The campaign, apart from being aired on Television and being published in magazines, was also actively promoted on Facebook, Twitter, YouTube and the internet, each when clicked upon would take the users onto the microsite www.joinhandswithrotary.com. In less than a month's time, there were over 18,ooo likes on Facebook, with close to 4,000 people talking about it. Over 200 tweets and retweets on Twitter and over 86,000 views on YouTube. Also, the microsite had registered over 100 people from around the country who had pledged to become a member of Rotary, with a handful few pledging donation. And with the numbers going on increasing day after day, more miracles await to happen! |
| 媒体类别 | 电视 |
| 长度 | |
| 更多信息 | www.joinhandswithrotary.org |
| 制作公司 | Eeksaurus |
| National Creative Director | Senthil Kumar |
| VP & Senior Creative Director | Arjun Mukherjee |
| Senior Creative Director | Partha Chowdhury |
| 文案 | Uttaran Chowdhury |
| 美术指导 | Altaf Hossain |
| 插图画家 | Shubrakanti Mondol |
| 创意团队 | Ranjan Show |
| 创意团队 | Anwesha Mukherjee |
| Senior Vice President | Raji Ramaswamy |
| Vice President & Client Servicing Director | Tapan Sen |
| Vice President & Client Servicing Director | Sayam Bhadra |
| 客户经理 | Ritwik Roychowdhury |
| 导演 | Suresh Eriyat |
| 制片 | Nilima Eriyat |
| 音乐 | Rajat Dholakia |
| Sound Engineer | Arun Crastos |
| Associate Director | Kevin Varghese |
| 创意总监 | Senthil Kumar |
| 音乐 | Rajat Dholakia |
| 执行制片 | Mehernosh Dastoor |
| 创意团队 | Arjun Mukherjee |
| 创意团队 | Partha Chowdhury |
| 创意团队 | Altaf Hossain |
| 创意团队 | Uttaran Chaudhuri |
| 创意团队 | Subhrakanti Mandal |