FARHAN SHAIKH
COPYWRITER | CREATIVE DIRECTOR
HALLS
HALLS - BREATHE THE CHANGE
Isn't it great when you can advertise a product and help improve lives at the same time? To promote the new, improved Halls candy, we asked people to Breathe The Change.
A digital campaign with Youtube videos, in-app ads and web banners was designed to lead people to our website or call our phone number. Once at the site, they could blow a breath through their microphone and watch a windmill turn, bringing a remote village to life. Those calling by phone were led through an IVRS, which then sent an SMS thanking them with their unique breath number.
Over 280,000 breaths were collected as part of the campaign and gifted as a windmill to the village of Debramal in Maharashtra, India.
AWARDS
Finalist - Cannes Media Lions 2014 - Best use of Mobile Devices
Title - Mobile Breathmills
2013 MMA Smarties Silver Winner - Social Impact/Not For Profit
Title - 200,000 Breaths That Changed the Life of a Village
HALLS TVC - AB NO KADWAHAT
Halls candy first started out as a lozenge for sore throats, but eventually came to be known as a powerful and minty breath freshener.
So, when the younger crowd of consumers started complaining about its slightly bitter taste, Halls relaunched itself in a new, sweeter avatar.
The result was a fun, animated TVC featuring the most bitter vegetable in the Indian kitchen - the karela or bitter gourd. The TVC connects with the younger audience and emphasises the fact that the bitterness has left Halls candy's life for good, through the analogy of a breakup.