The brand wanted to convey the importance of environmental conservation through tree plantation and highlight their own efforts year-on-year. Which is why the insight positioning the tree as the world’s hardest worker was crucial as a differentiating angle to the communication. After which the execution of the film took a bold leap by ensuring that everything we see in the film is made entirely from waste and discarded paper. Making it the most recycled digital film ever.
We took the message of recycling even further by shredding the film sets to powder and converting them into compost which we used to plant tree saplings. A powerful digital engagement campaign also engaged viewers into retweeting simple campaign banners that activated a tree being planted with every retweet. With views of over 10 million within just 2.5 weeks of its upload on youtube alone, The Hardest Worker Digital Film brought fresh awareness to the cause of tree plantation, highlighted the efforts of Mahindra Rise towards annual afforestation and engaged viewers actively to plant trees without moving a muscle. Or maybe just one, in their index finger.
Digital advertisement created by FCB, India for Mahindra Rise, within the category: Public Interest, NGO.
Chief Creative Director: Robby Mathew
Chief Executive Officer: Joemon Thaliath
Vice Chairman: Niteen Bhagwat
Account Management: Shireen Cama, Govindarajan, Neha Arora
Creative Directors: Vipul Salve, Ferzad Variyava, Zarwan Divecha
Copywriter: Ferzad Variyava
Paper Artist: Nandkumar Tatar / Nandoo
Director: Alok Kulkarni
DOP: Anuj Samtani
Production House: Adventure Films
Additional credits: Rahil Merchant, Imaad Emaad, Rahul/Nariman (Music), Hitesh Soni