Cannes Lions 2013: DDB Mudra's campaign for 'Aarambh'

This campaign is a good example of a integration in a different way. Not typically through their use of marketing channels but through what it is actually portraying. This advert is an example of product design as well as a campaign to help school children, in less economically developed countries, have sufficient equipment and supplies for them to use. (https://www.youtube.com/)