Awarded 2 bronze Abbys for Digital Integrated campaign and brand website at Goafest 2015
Awarded the Blue Elephant for Advertising for Good at the D&AD Kyoorius Awards 2015
Featured in the D&AD Kyoorius Book of 2015
Awarded a bronze at the Campaign India Digital Crest Awards 2015
So we got an inspirational film as a brief, that was made on the Haryanvi wrestler Geeta Phogat, who rose against the narrow mindsets of the Haryanvi society, and won a gold at the Olympics for India. She wasa personification of the 'Will Of Steel' philosophy, as JSW Steel itself embodied. Our brief was to maximise the reach of this video, on the digital medium. We found a way to make it bigger and much much better.
http://www.willofsteel.in is a platform that recognizes, felicitates and enables those with stories that are about the will of steel just as inspiring as Geeta’s. So we asked people to shine the limelight on such unsung heroes, who live by sheer will of steel and are not yet known to the world. Nominate such people on the platform we created. Depending on how much support your nominee receives, he or she will be gratified. This process was gamified as we gave them with everything from a special photo blog to help spread the story better, a physical steel plaque that certifies their determination, a digital film that captures their grit and eventually JSW would enable them what whatever way seems best.
The aim is to make this platform a bank of such inspirational stories, that brings out the ones who, if not given a chance, would never be able to make optimum use of their talent. Be it animal welfare, environmental protection, sports, or mere humanity, our nominees displayed the will of steel in all the circumstances.
Read full case study: http://www.willofsteel.in/case_study/
The platform we created, where the top voted nominees adorned the homepage.
The site where we could view all the nominees, read their stories and vote for the ones whose stories touched us the most.
This is how we gamified the process, thus providing the nominees with gratifications at each passing stage.
The sort of communication that reached the nation through social media.
