Brands make ends meet with #ShortestDistance


For the newest trending format, brands covered the #ShortestDistance to promote products, acting as a mediator to real-life problems.

How can a line be creative? Well, leave that to the brands to decide. With #ShortestDistance, brands have come out to define their purpose via humorous creations. The idea here is to connect the dots and bridge the gap between two points that signify two stages of life. Somewhere in the journey from A to B, the product or service enters as a superhero, enabling the user to reach the other side.

Some brands truly stood out while following this trending format. Fevikwik used its brand colours to depict the message using contrasting shades and values of red and yellow. Crompton used a wavy line to show a crumpled cloth that can be ironed out with their products.

Beauty brands directly targeted the physical hindrances and services focussed on putting across solutions. We Are Yuvaa’s brand creative focussed on the process. Bobbi Brown played it subtle by bridging the gap between a person and their crush.


Crompton India

Lakme India

Fevikwik India

Mac Cosmetics India


Mee Mee India

PVR Cinemas

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We Are Yuvaa

Step Set Go

Kaya Skin Clinics

Bobbi Brown India


Admission Tree

Velgi Global

Baskin Robbins Bhopal

Arena Animation, Fort

Parle Products

If you spot more #ShortestDistance creatives that should be on the list, drop us an email at [email protected]