The hand that guides to buy

Time of India

23-06-2025

The
Cannes Lions International Festival of Creativity
recognises a wide spectrum of creative work, extending beyond Grand Prix winners to include notable campaigns that earn silvers and bronzes. In "
BE Extraordinary
," a series collaborating with
Harsh Kapadia, CCO, Grey India
, we highlight work that warrants discussion for its execution and results. This segment delves into the
Creative Commerce
category, exploring campaigns that demonstrate innovative approaches to consumer transactions and business models, driving tangible impact for brands within the commercial sphere.
Preserved Promos - Ziploc, VML
Ziploc, a brand recognised for its core promise of preserving freshness and extending the life of various items, expanded this fundamental product benefit to the realm of consumer promotions. In collaboration with VML, Ziploc addressed a common consumer frustration: the expiration of discount coupons and grocery vouchers before they could be utilised.
The brand introduced an initiative named "Preserved Promos," which allowed for the extended validity of these coupons. The mechanism was straightforward: if a customer included Ziploc products in their shopping cart, the digital or physical coupons they possessed would automatically gain an extended lifespan, preventing their premature expiry.
This innovative approach directly aligned Ziploc's established brand equity in preservation with a tangible, practical financial benefit for its consumers, thereby demonstrating a clear and immediate connection between the utility of its product and a prevalent shopping challenge.
Recipe for Growth - iFood, DM9 São Paulo
"Recipe for Growth" was an initiative from iFood, developed in collaboration with DM9 São Paulo, that addressed a significant challenge faced by new restaurant businesses in Sao Paulo: a high failure rate within their first two years, often due to a lack of business management knowledge despite culinary skill.
iFood, as a prominent food delivery service, leveraged its extensive internal data, which included detailed insights into food trends, consumer behavior, and spending habits across various areas. Utilising this proprietary data, iFood created a digital tool designed to function as an evolving restaurant management guide.
This tool provided actionable insights that helped restaurant owners make informed decisions regarding their menus, marketing and operations. By directly supporting the success and sustainability of these small businesses, iFood simultaneously reinforced its own growth model, as the prosperity of its restaurant partners directly translated into increased order volumes on its delivery platform.
Makeup Payment - MasterCard, MRM Brazil / São Paulo
MasterCard introduced "Makeup Payment" in Brazil during Carnival, addressing concerns about security and convenience in crowded environments. The initiative, developed in collaboration with MRM Brazil / São Paulo, involved creating connected jewelry that incorporated NFC payment technology.
These wearable devices were designed to blend seamlessly with festive makeup and attire, appearing as forehead ornaments, neck pieces, or other decorative elements. This allowed individuals to make payments without needing to carry wallets or visible payment cards.
The integration of payment functionality into personal accessories aimed to provide a secure and unobtrusive method for transactions amidst the chaos and large crowds of the Carnival celebrations.
(At BE Extraordinary, a series about the winners at Cannes Lions in collaboration with Harsh Kapadia, CCO, Grey India, we peer outside the Grand Prix, and look at clutter breaking work that picked the silvers and the bronzes, but don't often get discussed.)