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<ul><li>The #MyStory campaign – made in collaboration with <keyword id="166999" type="General" weightage="20" keywordseo="bill-melinda-gates-foundation" source="Orion">Bill &amp; Melinda Gates Foundation</keyword>, <keyword id="514692" type="General" weightage="20" keywordseo="population-foundation-of-india" source="Orion">Population Foundation of India</keyword> and <keyword id="4343571" type="General" weightage="20" keywordseo="love-matters-india" source="Orion">Love Matters India</keyword> – aims to normalize the need to vaccinate and follow COVID-19 protocols. </li><li>The campaign, conceptualized and created by <keyword id="12053277" type="General" weightage="20" keywordseo="weber-shandwick-india" source="Orion">Weber Shandwick India</keyword>, includes 10 short films.</li></ul>Facebook, in partnership with Bill &amp; Melinda Gates Foundation (BMGF), Population Foundation of India and Love Matters India, has launched #MyStory, a campaign that spotlights the importance of taking continued precautions to curb the spread of the COVID-19. The campaign, conceptualized and created by Weber Shandwick India, includes 10 short films, each focusing on narrating personal and relatable stories about the impact of COVID-19 on our lives. The campaign furthermore asks users to share their stories from the pandemic to build a sense of community from shared experiences. The films were conceptualized as part of a behavioural change campaign with the insight that personal and relatable stories lead to “normalization” and, in turn, greater acceptance of COVID-appropriate behaviours and vaccination. Commenting on the campaign, Manish Chopra, Director and Head of Partnerships, Facebook, said, “Ever since the start of the pandemic, we have been working closely with health experts and governments worldwide to direct users to authentic resources on health and encourage them to follow appropriate behaviours that can help curb the pandemic. Conceptualized in collaboration with other leading health organisations, this campaign builds on how content can be leveraged to communicate the need for following COVID-19 norms and encourages people to opt for vaccines. Each of these videos has an element of human truth, mirroring day-to-day instances in a relatable manner. People have undergone different experiences in the past year-and-a-half, and every experience is a story in itself. The idea behind #MyStory is also to encourage these people to come forward and share their stories. At a larger level, through this campaign we want to ‘normalize’ COVID-19 safety protocols and the need to get vaccinated.” All the films in the campaign are 15-20 seconds long with impactful storytelling and a strong reveal at the end. For example, one of the videos showcases a friend who is keen to visit Goa over an upcoming long weekend but is taken to task by his friend who reminds him of the importance of observing safeguards against a possible third wave. In another video, released on Raksha Bandhan, a brother books a vaccination slot for his sister in order to showcase his love for his sister. "What makes this campaign stand out is its powerful storytelling and that many of these stories feature or are focused on women, which is important since women are critical decision makers for health and wellbeing in their families. COVID-19 has disproportionately impacted women and girls in many different ways," said Poonam Muttreja, Population Foundation of India. The mobile-first approach of the campaign is also something that makes it easily consumable, especially for the youth. Vithika Yadav from Love Matters India - an organisation that provides critical health and development information to a community of 20 million young people said, “It is essential to get the youth involved in the conversation around Covid-appropriate behaviours - they are one of the groups most likely to be stepping out of the house. We need to acknowledge their concerns and frustrations, while simultaneously helping them understand the importance of protecting themselves. This campaign manages to do that effectively, and the format of the films makes them highly engaging for this age group.”

Facebook launches new campaign to encourage people to follow COVID-appropriate behaviour

First our work, then bedrooms and kitchen, and now technology has crept into the shelves of our wardrobe with great stealth. Though it has been a slow win, designers and consumers are already seeing ‘smart wearables’ as the future of fashion. It is better late than never, they rightly say. 
 
“You are getting a lot more functionality out of it. It appeals to different aspects of one’s life and it enhances it. If your watch can take a picture when you want like your phone does right now, your watch will become a part of a lifestyle with functionality,” said Narendra Kumar, Creative Director, Fashion, Amazon.in. 
 
Both designers and consumers are slowly adapting them for its multi-benefits infused technology. Whether it is the Ironman watch or the Apple Watch that controls our smartphones or the new Nike shoes that record the number of calories burnt, they are becoming a personal favourite for tech savvy and fashion savvy alike. 
 
“It is more easy-to-go, more comfortable and you can wear it anywhere and everywhere,” said Kiran Kheva, Fashion Director of Indian Federation for Fashion Development (IFFD). 
 
“As a consumer, I can tell you that smart wear industry is changing a lot. People have been wearing smart wears for quite a while. It has a big boom and it is the young people (20-25 years-old) who are into it,” said Vignesh, consultant, Weber Shandwick. 
 
But one must not ignore the fact that the reach has not been wide yet. Only the metro cities have embraced it so far. 
 
“For the Indian market it is at its initial stages. There is a lot of curiosity. For the new users there are two things to look at; the aspect of wearing something new as a novelty and second is to look at the functional aspects,” said Narendra. 
 
He also added that Indians have a great appetite for technology itself and this will take the market forward. 
 
“The market is not good as we are still at the stage of smart phone adoption. But it has the potential to grow,” said Anshul Gupta, Research Director, Gartner India. 
 
Kiran feels as fashion in itself comprises a very small sector in India, hence anything related to fashion will take time to establish a stable market here. 
 
 “It hasn’t been able to expand fully. The government as well as the consumers are at fault. There is very little investment in this sector. To start with, a change in mindset is what is needed. The investors need to take the fashion industry more seriously,” said Kiran. 
 
Though Kiran said the cost is not a problem as people have forever invested in big brands like Gucci and Louis Vuitton for it is all about quality and marketing the brand, consumers feel that cost might be the biggest challenge smart wears face in the Indian market. 
 
“When these innovative products are launched in the market, they are kind of expensive and only people with certain niche can afford them,” said Vignesh. He added that the best solution is to create a trend. With time the cost would reduce as it gets more consumers. 
 
Apart from these, the next big challenge is to make them indigenously to reduce the cost and make it more affordable and suitable to Indian taste. But Indian fashion industry is facing a dearth of creativity. 
 
“We don’t have technology. We are often trying to copy the international fashion market, the colours, the trends and the style. Also, right now not many designers are willing to take the risk,” said Kiran. 
 
Talking about technology is never complete without talking about safety risks. It is as if it comes as a dowry with it. Whatever might it be, but one cannot do away with it totally for people have become more cautious after the recurring battery blasts incidents of mobile phones. And smart wears are nothing but power stored in a smart and fashionable wear. 
 
“I have not got any bad experiences with smart wears yet but it can’t be denied that there is safety risk involved like if there are some technical issues because of water or sweat. That is something we should be very particular about. Something as negligible as dust can even create adverse effects. There should be enough safety measures followed while using it and while not using it also,” said Vignesh. 
 

	Image credits: sonymobile.com

Is smart wear the future of fashion?

<ul><li>In 2020, 50% of Presidents are also women for the first time (up from 33% in 2019) – ensuring global female talent is equally represented at the head of the juries. </li><li>The new Creative Business Transformation Lions will also be awarded in 2020, alongside the refreshed PR Lions. </li><li>Ogilvy's <keyword id="379877" type="PERSON" weightage="20" keywordseo="Sonal-Dabral">Sonal Dabral</keyword> will head the Direct Lions.</li></ul> Cannes Lions has announced the <keyword id="2692230" type="PERSON" weightage="20" keywordseo="Jury-Presidents">Jury Presidents</keyword> selected to lead the juries at the 2020 Festival of Creativity (taking place from 22-26 June 2020). The Presidents are chosen from among the world’s very best industry leaders. Together, they combine a diverse wealth of creative expertise, skill and talent, from both clients and agencies, to benchmark and award global creative excellence and effectiveness that will set the bar for the year ahead. Among the global spread of elite industry experts, 50% of Presidents are also women for the first time (up from 33% in 2019) – ensuring global female talent is equally represented at the head of the juries. The new Creative Business Transformation Lions will also be awarded in 2020, alongside the refreshed PR Lions. <keyword id="1733515" type="PERSON" weightage="20" keywordseo="Simon-Cook">Simon Cook</keyword>, Managing Director, Cannes Lions, said, “We’re delighted to present such an impressive global line-up of experts from all over the world. The Cannes Lions Jury Presidents represent the many facets of the creative global industry and will play a fundamental role in defining the creative benchmark on the global stage in 2020. As the uses of creativity expand and diversify, so does the work and so do our expert juries. This year, we have established gender parity in our President line-up as part of our on-going commitment to appoint outstanding global talent that represents the full breadth of our diverse community.” Here's the list of Jury Presidents for <keyword id="8414828" type="UNKNOWN" weightage="20" keywordseo="cannes-lions-2020">Cannes Lions 2020</keyword>: <ul><li>Titanium Lions - Susan Credle, Global Chief Creative Officer, FCB, Global</li><li>Design Lions - Pum Lefebure, Co-Founder \&amp; Chief Creative Officer, Design Army, USA</li><li>Film Lions - Richard Brim, Chief Creative Officer, adam&amp;eveDDB, UK</li><li>Mobile Lions - Andrew Keller, VP, Global Creative Director, Facebook, Global</li><li>Outdoor Lions - Luiz Sanches, Chairman, Chief Creative Officer &amp; Partner, AlmapBBDO, Brazil</li><li>Print &amp; Publishing Lions - Liz Taylor, Global Chief Creative Officer Leo Burnett / Worldwide Chief Creative Officer Publicis Communications NA</li><li>Radio &amp; Audio Lions - Ted Lim, Chief Creative Officer, Dentsu Brand Agencies, Dentsu Aegis Network, APAC</li><li>Digital Craft Lions - Jax Ostle-Evans, Managing Director, Stink Studios, UK</li><li>Film Craft Lions - Kerstin Emhoff, President, PRETTYBIRD, USA</li><li>Industry Craft Lions - Jayanta Jenkins, Global Executive Creative Director, Samsung Mobile, Cheil Worldwide, Global</li><li>Entertainment Lions - Jae Goodman, CEO, Observatory (A Stagwell and CAA Company), Global</li><li>Entertainment Lions for Music - Wyclef Jean, President and Chief Strategy Officer, Carnival World Music Group, USA</li><li>Entertainment Lions for Sport - Ben Hartman, Chief Client Officer, International, Octagon, Global</li><li>Brand Experience &amp; Activation Lions - Vicki Maguire, Chief Creative Officer, Havas, UK</li><li>Creative Business Transformation Lions - Ronald Ng, Global Chief Creative Officer, Isobar, Global</li><li>Creative eCommerce Lions - Tiffany Rolfe, EVP Chief Creative Officer, R/GA, USA </li><li>Glass: The Lion for Change - Karen Blackett OBE, WPP UK Country Manager and Chairwoman MediaCom UK &amp; Ireland</li><li>Sustainable Development Goals Lions - Eduardo Maruri, VP Global Creative Board &amp; President/CEO Europe, Grey Worldwide, Global</li><li>Health &amp; Wellness Lions - Tom Richards, Chief Creative Officer and Chairman of the Havas Health Global Creative Council, Havas Lynx Group, Global</li><li>Pharma Lions - Anne de Schweinitz, Global Managing Director, Healthcare, FleishmanHillard, Global</li><li>Innovation Lions - Claudia Cristovao, Head of Google Brand Studio, APAC, Google</li><li>Creative Effectiveness Lions - Ann Mukherjee, Chairman and CEO, Pernod Ricard NA</li><li>Creative Data Lions – Maurice Riley, Chief Data Officer, Digitas, Australia &amp; New Zealand</li><li>Creative Strategy Lions - Suzanne Powers, Global Chief Strategy Officer, McCann Worldgroup, Global</li><li>Direct Lions - Sonal Dabral, Chief Creative Officer, South &amp; SE Asia &amp; Vice Chairman, India, Ogilvy, South &amp; SE Asia</li><li>Media Lions - Philippa Brown, Worldwide CEO, PHD, Global</li><li>PR Lions - Gail Heimann, President &amp; CEO, Weber Shandwick, USA</li><li>Social &amp; Influencer Lions - Debbi Vandeven, Global Chief Creative Officer, VMLY&amp;R, Global</li></ul>The Presidents will join their juries at the Cannes Lions International Festival of Creativity where the winning work will be awarded and celebrated each evening from 22-26 June 2020. Entries to the Lions Awards open on 16th January 2020.

Cannes Lions announces 2020 Jury Presidents; for the first time, 50% Presidents are women

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Facebook launches new campaign to encourage people to follow COVID-appropriate behaviour

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Is smart wear the future of fashion?

Usha Rani Das

Cannes Lions announces 2020 Jury Presidents; for the first time, 50% Presidents are women

BI India Partner

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