Cannes Lions update: Lifebuoy film still in the running

At first, it looked like India's spectacular run at Cannes had come to an end, with none of the 45 entries in the Film Lions category making it to the shortlist.

But wait - there's still hope. 'Help a child reach 5' for Lifebuoy is still in the running, but it slipped under the radar as the film, was entered by Lowe + Partners, London, and not by Lowe Lintas + Partners, India. The film is shortlisted in the Corporate Image sub-category.

Why was a film made in India and for India entered by the London office? "As you are aware, the India office, as a policy, does not send entries to any awards. However, the London office is free to submit work that they believe is deserving from any office," R Balki, chairman and chief creative officer Lowe Lintas + Partners, India, told Firstpost.

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You can view the communication, which has almost 7 million views on Youtube, below

When Firstpost covered campaign we had headlined the story "Lifebuoy makes a brilliant non-ad film." You can read the story here.

Screengrab of the ad.[/caption]

This is what Lifebuoy had to say about why the film was made."While Lifebuoy products provide accessible hygiene, as the world's leading health soap, we know there is more that we can do. For this reason, the Lifebuoy brand aims to make a difference in peoples' day-to-day lives by helping to promote health & hygiene, and in particular encourage people to wash their hands with soap. Each year around 3.5 million children under 5 die from diarrhoeal diseases and acute respiratory infections, such as pneumonia. Handwashing with soap is the single most cost-effective way to prevent diarrhoeal-related deaths and disease, with the potential to reduce deaths from diarrhoeal diseases by almost half and acute respiratory infections by one quarter."

This is the second Lifebuoy entry to be recognised at Cannes, after Roti Reminder, by Ogilvy Action, won a bronze. You can see the campaign here.

There cannot be a more appropriate sub-category for the entry than Corporate Image. This exercise may or may not sell more soap - but it certainly makes one view Lifebouy as a responsible, caring brand.