Act as the Executive Creative Director of Fevicol collaborating with Ogilvy India, Lowe Lintas, and DDB Mudra to create a Cannes Lions-winning conceptual advertisement based on emotional contrast rather than product demonstration.
Create a premium minimalist conceptual advertisement divided into two perfectly balanced vertical panels.
LEFT PANEL:
A beautifully handcrafted vintage wooden rocking horse sits on a clean pastel blue studio background. One front leg is broken and lies neatly beside the toy. The damage appears clean, simple, and completely repairable. The toy still feels loved and recently used. Soft diffused studio lighting, generous negative space.
Headline in bold white typography:
"YOU CAN FIX THIS."
RIGHT PANEL:
The exact same wooden rocking horse has been perfectly repaired. It is structurally flawless but sits abandoned in the corner of an empty child's bedroom. A thin layer of dust covers its surface. Delicate spider webs connect the handles and runners. Warm golden afternoon sunlight streams through the window, illuminating floating dust particles. The room is silent. No child, no movement, no toys on the floor—only absence. The repaired toy has been waiting for years.
Headline in bold white typography:
"BUT NOT THE YEARS IT WAITED."
Bottom center:
A small Fevicol adhesive container with subtle branding.
Campaign line beneath:
"Fix things. Don't postpone moments."
Art direction: minimalist conceptual advertising, emotional storytelling through absence, premium editorial composition, restrained color palette, cinematic realism, soft natural light, impeccable visual hierarchy, no unnecessary props, impossible emotional impact through simplicity.
Photography: Phase One XF IQ4 150MP, Schneider Kreuznach 80mm lens, ultra-photorealistic commercial photography, museum-quality textures, hyper-realistic dust and wood grain, Cannes Lions, D&AD Annual, One Show quality, 8K, 4:5 vertical.
