Dharampal Satyapal Group (DS Group) launched the #SaveTheFuture campaign on World Environment Day, June 5th. The campaign features a ‘newspaper of the future’ print ad with a scannable code leading to a video showcasing future headlines like ‘The grass is no longer greener on either side.’ The campaign aims to highlight the need for sustainable living and will be rolled out across various media and digital platforms. Sachin Sharma, general manager- corporate marketing, DS Group talks to BrandWagon Online, about the inspiration, creative process, and challenges faced in bringing this campaign to life.
1. What inspired the concept behind this campaign, and how does it resonate with your target audience?
The #SaveTheFuture campaign is built on a profound insight into human nature ‘our tendency to undervalue the treasures we possess until they are lost’. It is based on our natural tendency to fear loss. By focusing on a future devoid of our planet’s treasures, it ignites a protective instinct, bypassing logic and urging us to act now before the present becomes a cherished but irretrievable past. This resonates with all.
2. Can you walk us through the creative process of developing this ad campaign from ideation to execution?
Inspired by DS Group’s innovation and sustainability focus, this #SaveTheFuture campaign bridges the gap between print and digital. A smart wordplay of the common English saying on the print ad unlocks a thought-provoking mixed reality experience, transforming a static image into visually engaging future scenarios, while using tech based mixed reality solution. Tweaking the sayings to make it relevant to World Environment Day helped build connect with the target audience while giving a sneak peek into the harsh future that awaits us, if we do not take care today. Throughout the process, the focus was on maintaining a consistent and compelling narrative that would engage and motivate the audience to take action.
3. What challenges did you encounter during the creation and implementation of this ad campaign, and how did you overcome them?
Crafting a campaign that resonated across all ages and platforms while utilising new technology presented a unique challenge. To develop truly thought-provoking content, we conducted in-depth audience research and brainstorming sessions. The objective of the World Environment Day campaign was to spark curiosity and conversation. Next, we worked around the appropriate mixed media solutions to seamlessly integrate the new-age elements and achieve the desired results across all platforms to resonate with people across all age groups. Balancing the innovative aspects of the campaign with the need to deliver a clear and yet impactful message required careful planning and coordination.