Introduction
Murugappa Group is a well known conglomerate in India. They are always known to do CSR activities and awareness campaigns. One such campaign is "Good Netizen Good Citizen" where the brand brings awareness on the mishaps one faces while using the internet. Each year a campaign revolves around it uniquely showing how one could stay away from being a victim on one of these mishaps.
What was different this year?
Spends were limited this year and the budget was not allocated for a full fledged digital video ad. And hence it came entirely down to the design team. Discussing all the generic ideas which were openly available to close this soon, my aim was to create something different. I went on with old school caricature way, but with an unique twist to the imagery.
We focused animated reels primarily on:
Salami Attack
Juice Jacking
Web Jacking
From paper to digital:
We did the following to achieve this successful digital campaign:
Started sketching characters.
Thought of unique poses to give these characters.
Color them digitally according to the brand imagery.
Animate the characters manually for the reels we created.
All these methods gave us these beautiful outputs:
Conclusion:
The campaign was a success. I was appreciated by both internal and the client team as well. The posts reached a lot of people and a great number of people actually learning a few things about online crimes through quirky creatives which create curiosity.