Manish Saxena
Your Word Smith & Wesson for killer copy to trigger WOM/ROI
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An unbelievable feeling. My spec ad was featured on Ads of the World. When I came across the non-profit ASIRT, I was impressed by the simplicity and potency of their mission regarding making travel simpler. I wanted to create a spec ad that mirrored that simplicity, and yet had a powerful message. I feel that simple, and avoidable mistakes often cause accidents and this is where the thought began taking shape. I took EKG, one of the simplest visual symbols of life, and interpreted it as the highway of life. Then I showcased how veering off your lane for a split second can make you flatline. Here, I turned art director as well, but even this simple graphic turned out to be excruciatingly painful because I had a crick in my shoulder. Finally with a prayer and sheer exhaustion I let it go. I could not believe the words in the email the next morning..."your ad has been approved." There is a higher power at play here. :) You can view it at https://www.adsoftheworld.com/campaigns/life-is-in-your-lane
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Gamified the war on allergies. The original thought was "Game Over, Allergies." Showcased a healthy, naughty child doing what they do best--playing...because that's how parents want to see their kids...healthy, happy, winning. Added the angle of the video game and utilized classic 1983-Digger style imagery to bridge to the older generation buying the product.
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Revitalized Sunny Herbals beauty ads via online and offline “Social” Benefits
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Taught Men to stop being dummies for female safety: Low-Cost, Interactive Behaviour Modifier Installation, going way beyond the photobooth
Role: Creative Head / Copywriter
The Challenge: Breakthrough’s acclaimed "Bell Bajao" campaign was set to
launch of "One Million Men, One Million Promises" worldwide on IWD. As the event agency, we were asked to create branding and photo-ops. I decided to up the ante and suggested a disruptive, interactive experience.
The Psychological Pivot: I created an experiential installation that forced men to stop being silent bystanders. "Teach the Dummy how to Ring the Bell" as I had initially called it, put men on the spot to find the words to intervene, and create safer spaces for women everywhere. Rejecting generic stock, we went with a photo shoot replicating real-world street harassment.
The Interactivity: I placed life-size cut-outs of male "dummies," in front of these scenes, with blank, re-usable speech bubbles, and challenged guests to step into the scene and disrupt harassment. While the network partner handled final sign-off, the behavioural architecture and core concept were my execution.
The Impact: The global launch at the British Council created an immediate
multi-channel storm. The launch week alone generated over 43 million Twitter impressions and extensive press. My installation was a small part of this big movement for change.
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