At a glance:
- A simple, honest idea, executed well can be more impactful than an all-singing, all-dancing campaign.
- The power of the newspaper to grab attention and change behaviour has been forgotten in this digital era.
Santosh Padhi, the chief creative officer and co-founder of Mumbai-based agency Taproot Dentsu, has picked up more Cannes Lions (12) than any other Indian ad man. And he was once voted the third best art director in the world in a survey by the UK’s Campaign magazine. He’s also been crowned the top creative person from India not once, but twice by Campaign Brief Asia.
He’s a guy whose opinion matters – and we were fortunate to catch up with Padhi (“call me Paddy”) at the recent D&AD Festival, where he plumped for a double-page spread from Dentsu and Japanese daily Kobe Shimbum as the inaugural entry in our ‘Twist my arm’ showcase of timeless print work.
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Earthquakes demand attention. Preparing an evacuation kit doesn’t. It’s a dilemma that inspired Dentsu and Kobe Shimbun to create ‘Emergency Collectibles’ – an ad that turned a boring, typically low-priority task into a potentially life-saving treasure hunt.
The hope was that by encouraging families to collaborate to collect each of the items identified on the page they would have everything they needed to survive in the aftermath of a ’quake.