Rotary International - "Fateline"

J. Walter Thompson Kolkata

J. Walter Thompson Kolkata Kolkata, Índia

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Marca: Rotary International
País: Índia

Anunciante: Rotary International

Titulo	Fateline
Agência	J. Walter Thompson Kolkata
Campanha	Rotary Miracles
Anunciante	Rotary International
Marca	Rotary International
Data da primeira Transmissão/Publicação	2014 / 4
Sector Empresarial	Instituições, organizações não governamentais
História	The film opens on a child labour plastering a wall. Suddenly, a song echoes in his ears. he looks up with hope, to find nothing. He looks up and finds himself covered within 4 walls. He tries to climb up thw wall but fails and sits down in a dejected manner. Just then, a ray of light enters through the window. He looks outside to see a monitor flashing. The camera zooms out to show him inside 4 walls (on one palm) while the other hand closes in with a computer. The walls break down and he is seen to pole vault into the other palm and seat himself in front of the computer. The film ends on one hand holding the other with the belief of miracles being created when two hands join.
Filosofia	Conversations with polio patients and the poor or ailing revealed that most of them believed it was written in their fate. It's said that you can't change fate because it's sealed in the lines of our hands. But the fact that India was finally polio free or a kid with congenital heart disease got the gift of life was in a way fate changing itself. That's where the entire idea of using hands and fate lines as a design metaphor kicked in. So when two different hands came together, fate got changed and the biggest world problems were overcome.
Problema	Rotary in India was seen as an organization where people met for social and business purposes and that perception overshadowed its range of social developmental activities that touches every strata of society. The agency’s task was to create salience about the good work that Rotary was doing and stimulate people interested in its developmental initiatives, to express a desire to be involved with Rotary. The campaign had to bridge the gap between perception and reality, dispelling myths about Rotary. It had to create high interest in Rotary, change attitudes towards Rotary and generate interest to be a member.
Tipo de Mídia	Televisão
Comprimento	139 seconds
Produtora	Eeksaurus
National Creative Director	Senthil Kumar
VP & Senior Creative Director	Arjun Mukherjee
Senior Creative Director	Partha Chowdhury
Redator	Uttaran Chowdhury
Director de arte	Altaf Hossain
Illustrator	Shubrakanti Mondol
Equipa criativa	Ranjan Show
Senior Vice President	Raji Ramaswamy
Vice President & Client Servicing Director	Tapan Sen
Vice President & Client Servicing Director	Sayam Bhadra
Realizador	Suresh Eriyat
Equipa criativa	Anwesha Mukherjee
Account Manager	Ritwik Roychowdhury
National Creative Director	Senthil Kumar
Produtor	Nilima Eriyat
Música	Rajat Dholakia
Sound Engineer	Arun Crastos
Associate Director	Kevin Varghese
Director criativo	Senthil Kumar
Música	Rajat Dholakia
Produtor executivo	Mehernosh Dastoor
Equipa criativa	Arjun Mukherjee
Equipa criativa	Partha Chowdhury
Equipa criativa	Altaf Hossain
Equipa criativa	Uttaran Chaudhuri
Equipa criativa	Subhrakanti Mandal