It often strikes me how much we’re surrounded by data, metrics and stats, yet how little we truly absorb or comprehend. My favourite example to quote- the tendency to use millionaire and billionaire interchangeably (it’s just a few zeros here-there after all), when in reality- a million seconds is 11.6 days, while a billion seconds is a whopping 31.7 years. So is the case with our Olympic athletes. Their achievements are nothing short of spectacular- after all it takes years of dedication, sacrificing everything from sleep to a social life to get here. Yet how unaware we are of what it really takes to even qualify, let alone win. From PV Sindhu’s smash, to Kishore Jena’s throw, and PR Sreejesh’s lightning fast reflexes, numbers alone don’t do justice to their abilities. So we decided to take to the streets of Mumbai to show you just how amazing they really are! Honoured to partner with the Indian Olympic Association for the Paris Olympics, and with a clear mission to get you;- to see the game like we do! Sugandha Srivastav Augustine Derrick Akanksha Srivastava Mehul Gupta Neil Dutta Nidhi Shah Nancy Pandey Smita Balram Siddharth Sheth Shreya Taneja Susmith Varkey Thomas
Love this Shreya! Congratulations on another stellar campaign 🤗
Loved the creativity in making data relatable to what a layperson can understand easily. The badminton one is the easiest connect to make. Didn’t get the ‘screen change’ bit in the hockey one. The building one is nice but do we want to highlight the height of the throw or the distance it travels? Would it have been better to use say, two separate hoardings as a measure of distance rather than height?
To find a great narrative in data points is no less of a rush for the ones working on them than it is for those who see the end product. Brilliantly done! And then there is this kind of data smashing, too: an ad film for a TV from the 90s that lists out a bunch of differentiating stats about the TV, and then ends with saying something akin to 'What's the point? On your TV, you just won't notice!' Imagine the impact on the viewer.
I just love this style of messaging... 'What you understand in your daily life' being related to 'what a brand wants you to understand' via data points... And that too sports. Virat Kohli once said ... any great fielder reaching the ball one second faster for a catch compared to the 10 others on the field, has hours of immense training for months behind that one second. (Wow right) Quick touch: if we could also provide the stats and data of the daily object that we draw context out of...it would help create a far better impact in my opinion E.g. The speed of this train is xyz km/hr...(Need data to establish point of reference) ...While the smash of India's best badminton player is 3X more. Keep going!! :)
Adding a small story detail like mentioning the specific instance of a game where PV Sindhu's smash was 3X faster could in my humble opinion up the ante. So for e.g. PV Sindhu's smash at Oly games in Munich on 9th Oct 2021 was 3X faster than this train.
"In God We trust, all others must bring data"
Nice campaign ! Bringing other sports and athletes to the forefront in the Olympic season ! 🏆 Is this going to be OOH, English-only campaign ? How is this getting translated to digital world to inspire the nextgen ? How will the Fans' response be collected ? 🤔
Creativity Rocks 🤘 Data is everything now a days .. helps managing product / sales from Pin 📌 to plane ✈
Shaping the future of marketing @Unmtchd. | Host of The Unmtchd. Podcast | Speaker
1moSuch a great post and so true!