Creative Review of gender positive campaigns with Josy Paul
Rome Jorge, July 14, 2017 | 1:13pm

Josy Paul started BBDO India from the backseat of his car in 2008. In 2016, he was named Creative Agency Head of The Year by the IAA (Indian Advertising Association). Campaign Magazine awarded him 'Creative Person of the Year for India and South Asia' in 2012, 2015 and 2016. He is ranked among the 10 most influential people in Indian advertising - according to the nationwide survey conducted by The Economic Times. He is among the most awarded creative people in the history of Indian advertising. In 2015, he and his team he won the inaugural Glass Lion Grand Prix at Cannes – for Whisper ‘Touch The Pickle.’ They also won the Glass Lion Gold for Ariel ‘Share The load’ - in 2015 and 2016. They won the prestigious White Pencil at the D&AD Social Impact awards in 2016. Josy and his team have been winning Grand Prix at AdFest, Spikes Asia, and APAC Effies and Indian award shows. Born during an earthquake and has a permanent tremor, Josy Paul lives by the mantra, “Think like the navy, deliver like the pirates.”

 

What Will They Say About You?

Agency: Wieden+Kennedy

Client: Nike Middle East

"It’s not an ad, it’s sisterhood. Women for women. These defiant images of Arab female athletes challenging and breaking social boundaries have the power to inspire women to overcome the many barriers they are facing and start their sports journey regardless of what people say. It’s an assertive blend of activism and artistry as it encourages women to be all they can be."


Nayi Soch

Agency: Ogilvy Mumbai

Client: Star India Plus

"It’s not an ad, it’s a change agent. The story of a businessman who goes against convention to proudly name his store after his daughters (not sons – which is the norm.) Why? Because they are the reason for his rising success. It’s a heartwarming film with clear dialogues so that mass India gets it. It is one more way that the STAR network is encouraging progressive thinking and new possibilities for the nation."

 

Daughter

Agency: Venables Bell and Partners

Client: Audi USA

"It’s not an ad, it’s a commitment. With this film, Audi of America announces their commitment of pay equality in the workplace. The father’s vulnerability as he thinks about his daughter gives us hope for equality in the future. It’s a touching film, empathetic and connected. A gentle thoughtful start to an issue that needs more urgent action."

 

Da Da Ding

Agency: Wieden+Kennedy India

Client: Nike India

"It’s not an ad, it’s ecstasy. It’s visual and artistic ecstasy as Nike celebrates Indian female athletes using striking images of intense training all set to the powerful anthem 'Da Da Ding' by Genera8ion featuring American rapper Gizzle. The editing pattern adds to the magic spell of the track. You want more of it."

 

Blood

Agency: Abbott Mead Vickers BBDO

Client: Bodyform sanitary napkins

"It’s not an ad, it’s the truth. Finally a sanitary towel brand that says it like it is. Women don't bleed bright blue liquid on a monthly basis! A realistic portayal of mensuration that goes beyond the cliché images of girls in white shorts climbing fences. The essential ingredient of glory is sweat and blood - that’s what it says - this audacious new communication for the category."

 

Rule Yourself

Agency: Droga5

Client: Under Armour

"It’s not an ad, it’s a call to arms, and legs and leg flips, sit-ups, tumbles, stretching and climbing. It’s the physical mantra for greatness. After you see this rhythmic visual treatment, you want to go out for a run and get into full training mode or join a bootcamp. The hypnotic rap track 'Matangi' by English-Sri Lankan recording artist M.I.A. draws you to see the film over and over again. It’s sheer poetry for the fitness freak. Absolutely brilliant."

 

#RealBeauty Is Universal

Agency: Ogilvy & Mather Manila

Client: Dove Soap

"It’s not an ad, it’s liberation. As part of one of the biggest pageants of the year in the Philippines, the brand uses its voice to celebrate diversity and challenge our pre-conditioning about women’s beauty. It is a continuation of Dove’s attempt to liberate the definitions of beauty and get women to celebrate what makes them unique. It’s a simple straightforward film and the message seeks to broaden the notion of beauty in the Philippines."

 

Accepted

Agency: Dentsu JaymeSyfu

Client: Smart Communications

"It’s not an ad, it’s a messenger of hope. The film is about understanding and acceptance. And reconciliation. Coming out is never easy. You can feel the vulnerability of the son as the father eases the journey. The brevity and simplicity of the exchange between father and son is so true in today’s world where parents use social media to check on their children. It’s good casting and the message is most compelling."

 

Gusto

Agency: 28DC

Client: Minola Cooking Oil

"It’s not an ad, what is it? The story of a young man going about his day having fun with his girlfriends. Then he gets home to his true love – his partner who has spent all his time cooking for the young man using Minola Cooking Oil! The young man gets seated waiting to be served. Is the young man a reluctant playboy? Why is the other guy shown as a doting slave? Is the film a celebration of male domestication? Not sure how to read the film but it gets you involved."

 

Vow

Agency: McCann Worldgroup Philippines

Client: Jollibee Foods Corporation

"It’s not an ad, it’s sacrifice. Interesting that a Valentine’s day ad shows us the other side. Love is a hurt machine! Things could go wrong too. The brand recognises love in all its forms. The story is a relatable case of unrequited love, may be even unconditional love. You wonder why she went off with the other guy. Is that part 2 of the story. Coming soon, perhaps!"

 

Creative Review of gender positive campaigns with Josy Paul

Josy Paul started BBDO India from the backseat of his car in 2008. In 2016, he was named Creative Agency Head of The Year by the IAA (Indian Advertising Association). Campaign Magazine awarded him 'Creative Person of the Year for India and South Asia' in 2012, 2015 and 2016. He is ranked among the 10 most influential people in Indian advertising - according to the nationwide survey conducted by The Economic Times. He is among the most awarded creative people in the history of Indian advertising. In 2015, he and his team he won the inaugural Glass Lion Grand Prix at Cannes – for Whisper ‘Touch The Pickle.’ They also won the Glass Lion Gold for Ariel ‘Share The load’ - in 2015 and 2016. They won the prestigious White Pencil at the D&AD Social Impact awards in 2016. Josy and his team have been winning Grand Prix at AdFest, Spikes Asia, and APAC Effies and Indian award shows. Born during an earthquake and has a permanent tremor, Josy Paul lives by the mantra, “Think like the navy, deliver like the pirates.”

 

What Will They Say About You?

Agency: Wieden+Kennedy

Client: Nike Middle East

"It’s not an ad, it’s sisterhood. Women for women. These defiant images of Arab female athletes challenging and breaking social boundaries have the power to inspire women to overcome the many barriers they are facing and start their sports journey regardless of what people say. It’s an assertive blend of activism and artistry as it encourages women to be all they can be."


Nayi Soch

Agency: Ogilvy Mumbai

Client: Star India Plus

"It’s not an ad, it’s a change agent. The story of a businessman who goes against convention to proudly name his store after his daughters (not sons – which is the norm.) Why? Because they are the reason for his rising success. It’s a heartwarming film with clear dialogues so that mass India gets it. It is one more way that the STAR network is encouraging progressive thinking and new possibilities for the nation."

 

Daughter

Agency: Venables Bell and Partners

Client: Audi USA

"It’s not an ad, it’s a commitment. With this film, Audi of America announces their commitment of pay equality in the workplace. The father’s vulnerability as he thinks about his daughter gives us hope for equality in the future. It’s a touching film, empathetic and connected. A gentle thoughtful start to an issue that needs more urgent action."

 

Da Da Ding

Agency: Wieden+Kennedy India

Client: Nike India

"It’s not an ad, it’s ecstasy. It’s visual and artistic ecstasy as Nike celebrates Indian female athletes using striking images of intense training all set to the powerful anthem 'Da Da Ding' by Genera8ion featuring American rapper Gizzle. The editing pattern adds to the magic spell of the track. You want more of it."

 

Blood

Agency: Abbott Mead Vickers BBDO

Client: Bodyform sanitary napkins

"It’s not an ad, it’s the truth. Finally a sanitary towel brand that says it like it is. Women don't bleed bright blue liquid on a monthly basis! A realistic portayal of mensuration that goes beyond the cliché images of girls in white shorts climbing fences. The essential ingredient of glory is sweat and blood - that’s what it says - this audacious new communication for the category."

 

Rule Yourself

Agency: Droga5

Client: Under Armour

"It’s not an ad, it’s a call to arms, and legs and leg flips, sit-ups, tumbles, stretching and climbing. It’s the physical mantra for greatness. After you see this rhythmic visual treatment, you want to go out for a run and get into full training mode or join a bootcamp. The hypnotic rap track 'Matangi' by English-Sri Lankan recording artist M.I.A. draws you to see the film over and over again. It’s sheer poetry for the fitness freak. Absolutely brilliant."

 

#RealBeauty Is Universal

Agency: Ogilvy & Mather Manila

Client: Dove Soap

"It’s not an ad, it’s liberation. As part of one of the biggest pageants of the year in the Philippines, the brand uses its voice to celebrate diversity and challenge our pre-conditioning about women’s beauty. It is a continuation of Dove’s attempt to liberate the definitions of beauty and get women to celebrate what makes them unique. It’s a simple straightforward film and the message seeks to broaden the notion of beauty in the Philippines."

 

Accepted

Agency: Dentsu JaymeSyfu

Client: Smart Communications

"It’s not an ad, it’s a messenger of hope. The film is about understanding and acceptance. And reconciliation. Coming out is never easy. You can feel the vulnerability of the son as the father eases the journey. The brevity and simplicity of the exchange between father and son is so true in today’s world where parents use social media to check on their children. It’s good casting and the message is most compelling."

 

Gusto

Agency: 28DC

Client: Minola Cooking Oil

"It’s not an ad, what is it? The story of a young man going about his day having fun with his girlfriends. Then he gets home to his true love – his partner who has spent all his time cooking for the young man using Minola Cooking Oil! The young man gets seated waiting to be served. Is the young man a reluctant playboy? Why is the other guy shown as a doting slave? Is the film a celebration of male domestication? Not sure how to read the film but it gets you involved."

 

Vow

Agency: McCann Worldgroup Philippines

Client: Jollibee Foods Corporation

"It’s not an ad, it’s sacrifice. Interesting that a Valentine’s day ad shows us the other side. Love is a hurt machine! Things could go wrong too. The brand recognises love in all its forms. The story is a relatable case of unrequited love, may be even unconditional love. You wonder why she went off with the other guy. Is that part 2 of the story. Coming soon, perhaps!"