Rotary International - "Fateline"

J. Walter Thompson Kolkata

J. Walter Thompson Kolkata Kolkata, India

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Marca: Rotary International
País: India

Anunciante: Rotary International

Título	Fateline
Agencia	J. Walter Thompson Kolkata
Campaña	Rotary Miracles
Anunciante	Rotary International
Marca	Rotary International
Fecha de primera difusión/publicación	2014 / 4
Sector Empresarial	Instituciones/Organizaciones no gubernamentales
Sinopsis	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.
Filosofía	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.
Medio	Televisión
Duración	139 seconds
Productora	Eeksaurus
National Creative Director	Senthil Kumar
VP & Senior Creative Director	Arjun Mukherjee
Senior Creative Director	Partha Chowdhury
Responsable de conceptos / redactor	Uttaran Chowdhury
Director artístico	Altaf Hossain
Illustrator	Shubrakanti Mondol
Miembro del equipo creativo	Ranjan Show
Senior Vice President	Raji Ramaswamy
Vice President & Client Servicing Director	Tapan Sen
Vice President & Client Servicing Director	Sayam Bhadra
Realizador	Suresh Eriyat
Miembro del equipo creativo	Anwesha Mukherjee
Responsable de cuentas de agencia	Ritwik Roychowdhury
National Creative Director	Senthil Kumar
Productor	Nilima Eriyat
Música	Rajat Dholakia
Sound Engineer	Arun Crastos
Associate Director	Kevin Varghese
Director creativo	Senthil Kumar
Música	Rajat Dholakia
Productor ejecutivo	Mehernosh Dastoor
Miembro del equipo creativo	Arjun Mukherjee
Miembro del equipo creativo	Partha Chowdhury
Miembro del equipo creativo	Altaf Hossain
Miembro del equipo creativo	Uttaran Chaudhuri
Miembro del equipo creativo	Subhrakanti Mandal