“There was a wonderfully high standard of
work entered into the Media category this year – we debated long and hard but
the standard of work was an absolute credit to everyone involved,” said Derry
Simpson, Group Managing Director at 303 MullenLowe in Perth, Australia, who attended
the ADFEST 2018 Awards as Jury President, Media and Effectiveness.
“In terms of the Grande, we were very
focussed in terms of what we were looking for. We’re all naturally creative at
heart but our job was to look at the best use of media – the campaign that used
creativity and strategy and insights, but also used media in a really smart,
insightful way. And it was fairly unanimous as to who that should be.”
This year’s Media Lotus Grande Winner is “Sweet
Change” by McCann Worldgroup India, Mumbai, for client Paytm.
You might not realise that India is a cash
economy – one that is stubbornly resisting the shift to digital payments. And
with 26% of all transactions still happening in cash, change is in short supply,
so shopkeepers commonly give out lollies if they’re short of coins.
McCann Worldgroup India worked with Paytm
to come up with an ingenious solution – one that would also win over Indians to
the idea of digital payments.
The agency created a currency of its own,
Sweet Change lollies with wrappers that could be redeemed for actual money. The
lolly wrappers created the media platform from which to communicate the
benefits of Paytm.
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Watch the “Sweet Change” case study
on ADFEST’s Official YouTube channel
