It’s the winter months that takes its most violent toll on India’s poor. After long hot summers, the poor are really not ready for the extreme cold that follows. On top of this, street children and beggars are a blind spot we rarely acknowledge. So what we did was dress up street kids in their usual everyday clothes (made from discarded newspapers, sacking, cardboard) and photographed them walking the ramp. This juxtaposition of the usual in an unusual setting, startled and woke people up. The campaign was executed as a series of posters, standees and eDMs in Corporate offices and Churches. The client was hoping for about 3500 sets of clothes. However, they were overwhelmed when they received over 6000 sets of clothes as well as significant monetary contributions.
Agency: Ogilvy & Mather, Bangalore, India
Chief Creative Officer: Piyush Pandey
Executive Creative Director: Ajanta Barker
Creative Directors: Gautam Dev, Neel Roy
Art Director: Siju RS
Photographer: Senthil Kumar