Iron
deficiency in Cambodia is causing a litany of health problems. Geometry Global
in Dubai was awarded the Design Grand Prix Lion for their work in distributing
the Lucky Iron Fish, a godsend for the malnourished inhabitants. As the name
implies, a chunk of iron, molded in a fish’s likeliness, is used during
cooking, and it’s doing wonders for the nation’s health.
The
concept was hatched by Dr. Christopher Charles in 2008. From there it gets
convoluted, as no fewer than four entities had their thumbs in the proverbial
pie, supplying branding efforts, visuals, and developing the Lucky Fish itself.
Geometry then provided PR and communication materials, and the exposure has
reached stratospheric heights.
https://www.youtube.com/watch?v=KJM7Nj1DCwk
But
Geometry didn’t win for PR. They won for product design…yet didn’t design the
product. By all accounts, that distinction should go Cambodian-based 17
Triggers. Hell, Geometry’s supplied video is actually a supercut of others, only the voiceover is original.
If you’re
scratching your chin with a well-calloused forefinger, you’re not alone. Did
Geometry submit an entry in ill faith? They say no, but it is impossible to prove
regardless. Did the panel at Cannes have a howler of a festival and royally
fluff this up by not giving due diligence? Almost certainly.
As far as
PR goes, mission accomplished, right? We’re talking about it. The Lucky Iron
Fish has been subject to headlines and agency debate for 3 weeks now, far
longer than a hunk of metal should be, even with it’s global goodwill. My
skepticism won’t lead me to believe this was an orchestrated move by Geometry,
but maybe just this once, the desire to have their name in lights actually shed
some on an opaque corner worth saving.
Chase Cambria, Jr. Copywriter, The S3 Agency
