In advertising, saying things directly is not the order of the day. In other words, conveying message through subtle way is usually considered as a sign of creativity. But, this print ad for vanarai shows us that, in advertising, you can say things directly and at the same time keep the way of communication on a creative route.
The ad, developed by McCann Worldgroup, aims to make awareness about the negative impact of wasting water. The message is conveyed through two images in which same persons are portrayed. In the first scene, we can see poor people waiting desperately for water around a tap. At the same time, a lady is carelessly wasting water in the kitchen while she is talking over her cell phone. The second image shows the same situation and persons, but with one important difference. This time, the lady in the kitchen is careful in not wasting water and the poor people at the other side are getting water.
The ad creatively comes across the message that you need to be very careful about the usage of water, as even a seemingly silly action can cause misery to some people at the other side.
Advertising Agency: McCann Worldgroup, Mumbai, India
Regional Executive Creative Director: Prasoon Joshi
Executive Creative Director: Ryan Menezes
Art Director: Sandip Gaikwad, Milind Palav
Copywriter: Lolita Dâsouza
Photographer: Saish Kambli