Working Professional

Old Man

Young Girl

Description: This campaign was designed to tackle the smiling depression problem with a ‘Killer Smile’. The concept of a SMILE that hides inner demons was created to help people suffering from ‘masked/smiling depression’ to recognize the problem and realize that the condition can be treated. The reason behind this ad campaign is that in 2018, WHO marked India as one of the ‘most depressed nations. Of all cases of depression, the most deceitful are ‘masked’ or ‘smiling depression’. Such victims put up a perfect picture of happiness while hiding their true feelings. Patients suffering from ‘smiling depression’ are quite inclined to committing suicide and hence this form of depression is considered as extremely dangerous if not acted upon on time.

Caption: A smile can hide but not cure depression

Advertising Agency: MAKANI Creatives, Mumbai, India
Art Director: Pratik Dhas
Copywriter: Dhaval Ramtirthkar
Illustrator: Alex Konahin
Retoucher: Pratik Dhas
National Creative Director: Anant Medepalli
Creative Directors: Sachin Padave, Dhaval Ramtirthkar