D&AD, the worldwide non-profit organization that celebrates excellence in design and advertising, conferred ITC Savlon with two awards – A Graphite and a Wood Pencil – for its film “The Artist” from the purpose-led #NoHandsUnwashed campaign. When the pandemic was fast becoming a cause for global concern last year, ITC Savlon leveraged the Global Handwashing Day, 2020 (15 October) with an evocative campaign to encourage handwashing as a critical preventive hygiene step. The film conceptualized by our agency partner Ogilvy and shot by Good Morning Films featured Swapna Augustine, a foot artist from the Mouth and Foot Painters (MFPA) Association. Swapna uses her feet as her hands to conduct everyday tasks like eating and also to give voice to her creativity through her art. Her message is to portray, encourage, and amplify the importance of handwashing in the fight against the ongoing pandemic. This unique yet powerful film urged consumers to follow a thorough hand hygiene regimen for a healthier nation.
The brand also collaborated with various other artists in the MFPA community to further strengthen the campaign via their finely crafted art pieces, fortifying their efforts towards Savlon Swasth India Mission.