366 Days of Kindness
Developed and produced for Instagram India, this factual IP was part of an extensive roadshow - covering 50+ colleges in over 20 cities. The campaign aimed at documenting conversations around mental health, gender, sexuality, and making the internet a safe space for everyone. The end result was a 5-episodic web series called Unlabel, and a documentary film called '366 Days of Happiness' covering the full nation-wide activation.
The idea
Instagram India commissioned us to travel to colleges across India to document the mental health sessions they were conducting as part of their 366 Days of Kindness initiative, which aims at starting progressive, meaningful conversations amongst the country's youth.
The crew
A lean, energetic, multi-tasking 8-member crew travelled to 10+ cities and 25 campuses over 30 days meeting and interviewing students, and liaising with college authorities, conducting sessions and curating stories, and documenting them.
The brand
We presented real stories with a no-frills, no-drama ethos that retained focus on the storytellers and their lives. In the process, the brand was presented to come across as an inclusive, non-judgemental platform that welcomes people of all backgrounds.
The stories
Getting students to trust us with their insecurities was the real challenge. Only 7 films were commissioned, but we ended up shooting 20+ episodes to present to the brand. These films were uploaded to YouTube as episodes of the series Unlabel. A separate 15-minute documentary was also later commissioned.
