ATSS Burglar Alarm System: God

God isn’t the only one watching.

In 2012, ATSS flagged off its expansion plans by exhibiting at the Indian Fire and Security Expo. But with so many companies jostling to showcase their products and services, the challenge as a new exhibitor was to have our voice heard by reaching out to people in a memorable way. We covered the entire ceiling of an atrium with our poster. So anyone who looked up at that ceiling saw both, God and cops, watching his every move. In a very simple manner, we promised that - with our services, God won't be the only one watching.

Advertising Agency: McCann Worldgroup, Mumbai, India
Chief Creative Officer: Prasoon Joshi
Executive Creative Directors: Akshay Kapnadak, Rahul Mathew
Creative Director: O.R. Radhakrishnan
Art Director: Mukesh Jadhav
Copywriter: Godwin D’mello
Illustrators: Ramesh Nannware, Chetan Patil, Mukesh Jadhav, Vivek Shinde
Photographer: Kunal Kampani
Agency Producer: Robert Joseph
Retouching: Harshal V Pandere, Hemant Daitkar
Agency Co-ordinator: Meraj Khan, Sachin Joshi
Published: March 2012

10 comments

Mytwocents's picture
Mytwocents
200 pencils

Very impressive. great use of the space and solid message. I'm sure it will get tones of PR too. Congrats guys. Would love to have this is my portfolio. Damn!

morse's picture
morse
16545 pencils

Very cool. This must have dominated the space. How big was this? Do people in India relate to this western type of god depiction?

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

mercedes's picture
mercedes
181 pencils

This painting doesn't have anything to do with God watching... A force-fit just for awards.

Secondly, it clearly looks like a scam - may be they would've escaped had they done it in print... this is definitely not an ambient creative... look at the the logo and the pay-off line... and look at the perspective of the paintings... bad photoshop.

And not a single cathedral in India has this painting on the ceiling. So how do you call it as ambient anyway?

Try entering it in Print Craft category guys... may be your objective will be fulfilled.

ivan's picture
ivan

There is print execution but I didn't post it as it's exactly the same artwork.

Ivan Raszl, admin of AotW

vote4pedro's picture
vote4pedro
4601 pencils

I thought the same thing. The "ambient" looks photoshopped to me. The perspective is all wrong. It would probably cost a ridiculous amount of money to actually cover a ceiling. More than even a very large company would be willing to spend on a trade show. And this doesn't look like a large company.

That said, the idea has an unintended negative connotation for me. I get the feeling of big brother and secret police watching me. Not a good thing.

my mind bursts's picture
my mind bursts
94 pencils

Always love something that is attractive to the eye, on brief and unique - beautifully executed in faith with the original artist. Though in your description I might give god a lowercase g. Does he really endores products or services?

Grrrr's picture
Grrrr
1963 pencils

God, help them get an award!

Bamboo Marketing Online's picture
Bamboo Marketin...
178 pencils

Very nice!

Klara K.'s picture
Klara K.
2695 pencils

It's interesting and stopping for sure but does it work well in India?

Owolawi's picture
Owolawi
1520 pencils

It's a killer idea and execution...love it!

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