SCRIPT WRITING
ART DIRECTION
SOCIAL MEDIA
ILLUSTRATION
P&G, Whisper
My Role /
Associate Creative Director
Idea & Concept
Script Writing
Illustrator
Agency /
Leo Burnett
Year /
2020
Team /
Creative Head
Rajdeepak Das
Executive Creative Director/
Sonal Chhajerh
Associate Creative Director/
Pratik Dhas
Dipayan Purkayastha
Art Director/
Twinkle Gandhi
Akshaya Deshpande
Account Manager/
Maninder Bali
Brand Services/
Aparajita Deshpande
Andrea D’Souza
Production/
Opticus Ink
OBJECTIVE:
P&G Whisper, a leading feminine hygiene brand, highlighted a troubling statistic: approximately 23 million girls in India drop out of school due to a lack of period education and access to menstrual hygiene products. Whisper, in collaboration with UNESCO, is on a mission to change this. They tasked us with creating a film and a social media campaign to address this issue.
SOLUTION:
Our team at Leo Burnett tackled this issue with the campaign ‘Keep Girls in School’. Our insight was that when 23 million girls abandon their education each year, they also abandon their dreams.
To convey this message, we produced a compelling film and developed a social media initiative challenging the government to integrate period education into the curriculum. Additionally, P&G Whisper pledged to donate pads with every purchased pack to help keep girls in school. We spread the campaign’s message across various platforms, garnering positive media coverage and recognition.
MY ROLE:
As an Associate Creative Director and Lead Designer, I was responsible for developing the campaign concept, film writing, and brand communications. I designed and art-directed key visuals while overseeing the work of the team I led, which included four junior to senior art directors and designers, reporting to the ECD.
Additionally, I was responsible for collaborating with external partners, including production houses, CG artists, animators, directors, and photographers; conducted PPMs; supervised photoshoots and post-production; and delivered final executions.
I served as the spokesperson from the creative team for this project and for the following two years, maintaining year-round communication. My role also involved conducting client presentations, managing day-to-day client meetings, handling year-round communication, client surveys, and working closely with account and planning teams to ensure the best creative output.
RESULTS:
RECOGNITION
Effies/Silver/Impact