Turtle Campaign on Mob Lynching Awareness | Clapboard Ad Archive

The Lynching

Description

In 2019, Turtle, one of India’s most progressive fashion brands, collaborated with Wunderman Thompson to create a powerful and thought-provoking film titled 'The Lynching' aimed at confronting the rising menace of mob lynching driven by intolerance and misinformation spread through social media. This 2-minute 17-second film, launched on Mahalaya during Durga Puja, a time when the nation venerates Goddess Durga—the embodiment of strength and justice—uses a unique and visually arresting approach to deliver its message. Every frame is a meticulously animated fabric collage with photo-realistic textures and patterns, combined with a haunting soundtrack that creates an avant-garde, noir-style dystopian world representing the darkness and fear that has been enveloping society. The narrative 'As darkness falls…the hunt begins' portrays how fear escalates as evil seeks its prey, urging viewers to reflect on the devastating consequences of mob mentality during one of the most significant cultural festivals in India. By choosing social media as its platform, the campaign strategically targets the very medium through which such destructive rumors propagate, aiming to spark dialogue and promote harmony in a deeply divided environment. Through this artistic and emotionally charged imagery, Turtle and Wunderman Thompson have woven a compelling story that transcends conventional fashion advertising, positioning the brand as a courageous voice against social injustice and a catalyst for peace in a country grappling with growing intolerance. The campaign not only raises awareness but also invites the audience to hold their breath and watch the chilling events unfold, leaving an indelible impression that challenges societal norms and advocates for empathy and unity.

Credits

Client

Turtle

Agency

Wunderman Thompson

Account Management

Kirandeep Kaur, Urmi Roy, Soumya Chowdhury

Music

Prabuddha Banerjee

Crew

Saptarshi Dey

Director

Arjun Mukherjee

Executive Creative Director

Arjun Mukherjee

Chief Creative Officer

Senthil Kumar

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