Craft
Film Craft
Writing & Scripts
CRAFT - Film Craft (Writing & Scripts)
JPG
MP4
2m:37s
The Impossible Choice
Brand: St Jude India ChildCare Centres
Client: St Jude India ChildCare Centres
Entrant: Ogilvy India
Baby Blue Elephant
| Entry Title: | The Impossible Choice |
|---|---|
| Brand: | St Jude India ChildCare Centres |
| Client: | St Jude India ChildCare Centres |
| Entrant Company: | Ogilvy India |
| Description: | Realizing that your child has cancer is heartbreaking. But having to abandon their cancer treatment is soul-crushing. Nearly 32,000 families from poor villages in India travel to major cities to access free cancer treatment for their children. But living in the city is expensive and the treatment takes months. With savings exhausted, they have no choice but to abandon the treatment and return home. St. Jude India ChildCare Centres provide these children and their families with free accommodation in the city for the duration of their treatment. But they have only a few thousand beds and need more donations to change that. Our task was to inform the public about this problem and call for donations. To add to it, the public is already wary of ads that show victims suffering from illness - it tends to overwhelm viewers, leading them to skip the content altogether. St. Jude needed to approach the issue delicately, ensuring that people empathised with the problem, without being overwhelmed by it. The film ‘The Impossible Choice’ focuses on the dilemma faced by a Warden at St. Jude as he decides which of the two children with cancer is worthy of a place to stay. |
| English Translation: | This is Warden Pillai. He hates his job. He is holding two files. But he can choose only one. The first is Sunil’s, who has Leukemia. The other is Deepa’s, who has Lymphoma. But Warden Pillai can choose only one. Deepa loves the monsoon because that’s when lichis are in season. And heart-shaped candies are Sunil’s favourite. but Warden Pillai can choose only one. Deepa has a higher chance of survival. But Sunil is an only child. Deepa’s father works as a security guard, Sunil’s parents work at a brick kiln. But Warden sir can choose only one. They both came to the city for free cancer treatment, but have no money left to live in the city. These files are their last hope. Warden Pillai hates his job. Because he can choose… only one. |
| Company Credits: | Agency: Ogilvy India |
| Company Credits: | Production Company: Hungry Films |
| Individual Credits: | Hephzibah Pathak – Executive Chairperson- Ogilvy India |
| Individual Credits: | Kainaz Karmakar - Chief Creative Officer - Ogilvy India |
| Individual Credits: | Harshad Rajadhyaksha - Chief Creative Officer - Ogilvy India |
| Individual Credits: | Sukesh Nayak - Chief Creative Officer - Ogilvy India |
| Individual Credits: | Fritz Gonsalves – Executive Creative Director |
| Individual Credits: | Jayesh Raut - Group Creative Director |
| Individual Credits: | Ricardo Vaz - Creative Director (Copy) |
| Individual Credits: | Vaibhav Paradkar - Creative Director (Art) |
| Individual Credits: | Jatin Sangwan - Creative Supervisor |
| Individual Credits: | Dushyant Kumar – Senior Vice President |
| Individual Credits: | Suarbah Talpade – Management Supervisor |
| Individual Credits: | Anil Nair – Chief Executive Officer, St. Jude India ChildCare Centres |
| Individual Credits: | Mahesh Gharat - Director |
| Individual Credits: | Dharam Walia - Producer |
