| Automotive
Alsvin #DriveYourDreams
| Award Level | Gold |
|---|---|
| Award Category | Automotive |
| Campaign Title | Alsvin #DriveYourDreams |
| Brand | Changan Alsvin |
| Client 1 | Master Changan Motors Pvt Ltd |
| Lead Agency | Ishtehari |
| Lead Agency 2 | Ogilvy Pakistan |
| Contributing Agency 1 | Red Tape Media PVT LTD |
| Contributing Agency 2 | Kinetic Pakistan |
| Contributing Agency 3 | Brainchild Communications |
| Individual Credits | Hamza Siddiqui, Shabbir Uddin, Danial Malik, Umair Kazi, Tariq Khan, Naseem Abbass, Asim Naqvi, Imran Qaiser, Tahir Yousuf, Wahib Yousuf, Umair Shaikh, Urooj Hussain, Waleed Ansari, Ali Askari |
| Summary | Considering the automotive industry in Pakistan, where latest technology is not really latest when pitied against global standards; we wanted to highlight this pain point. With its features like cruise control, dynamic reverse parking guidelines, Euro 5 technology, Alsvin was all the audience were paying for and more. Making them believe it was the real challenge. #DriveYourDreams encouraged the idea of not settling when it came to achieving greatness and get back the value for the efforts they put in and not settle for decade old tech while they're at it. Hence making it the most viral campaign of 2021. |
| E-Commerce
No Measure to your Pleasure
| Award Level | Gold |
|---|---|
| Award Category | E-Commerce |
| Campaign Title | No Measure to your Pleasure |
| Brand | Durex |
| Client 1 | Reckitt Benckiser |
| Lead Agency | Adcom Pvt. Ltd. |
| Individual Credits | Humayun Farooq, Shoaib Durrani, Kinza Jawwad, Shayan Ahmed, Nameer Jamillee, Zoya Altaf, Mohammad Owais Ayaz, Tasneem Lakhani, Hasan Adil, Ameen Ahmed Patel, Rasikh Ismail Khan, Pheby Haroon, Maaz Bin Haris, Mahrukh Khan, Haya Naveed Qamar, Aaiza Alam, Shazma Khan, Raza Humayun, Zoha Kazim |
| Summary | At retail shops, customers felt embarrassed when buying/asking-for a product for sexual pleasure. There was also an influx of counterfeit Durex products in the market. 82% of contraceptive users state “birth control” as the primary need, with competition primarily focusing on family planning. During Covid19 Durex noticed a rise in queries for the delay variant and took this opportunity to drive their Daraz e-store growth by launching the delay/Extended-Pleasure variant with a digital campaign, #NoMeasureToYourPleasure. For the first time contraceptives in discreet packaging on ecommerce was introduced. E-commerce Growth: 259% (July – Dec 2020 vs 2019) E-Commerce Contribution Increase: 14.6% |
| Education and Training
Taleemabad
| Award Level | Gold |
|---|---|
| Award Category | Education and Training |
| Campaign Title | Taleemabad |
| Client 1 | Telenor Pakistan |
| Lead Agency | Ogilvy Pakistan |
| Individual Credits | Yasir Yasin, Sarah Tariq, Shadman Khan, Ahmed Saqlain, Mahad Khalid, Naved Qureshi, Gohar Abbas, Hamza Iftikhar, Hamza Amjad, Faisal Nasir, Kumail Jaffery, Ali Taha, Fasih Durrani, Usman Sharif, Basmah Kamran, Hamza Zia, Imran Zafar, Mostafa Khawar, Qasim Pervaiz |
| Summary | Pakistan has the world’s second-highest number of out-of-school children (45% children between the ages of 5-16 not attending school). Taking these figures to heart, Telenor - in collaboration with Orenda - leveraged its transformative tech muscle and laid a firm digital school system, Taleemabad (meaning “education city” in Urdu). A completely new product in the Ed-Tech industry a cartoon-based online application that teaches young children the national curriculum in an engaging, gamified way. By reaching the unreachable, Taleemabad helped bring education to 2 million out-of-school children - a testimony to Telenor's mission of empowering societies through connectivity. |
| Household Supplies and Services
Daaghon Ka Champion
| Award Level | Gold |
|---|---|
| Award Category | Household Supplies and Services |
| Campaign Title | Daaghon Ka Champion |
| Brand | Surf Excel |
| Client 1 | Unilever Pakistan Limited |
| Lead Agency | BBDO Pakistan |
| Lead Agency 2 | Lowe India |
| Contributing Agency 1 | Mindshare (Pakistan) |
| Contributing Agency 2 | Empact Activation Services |
| Individual Credits | Neha Sahljee, Butool Rizvi, Munir Hassan, Ali Rez, Hira Mohibullah, Daniah Ishtiaq, Fatima Ansari, Mahwish Khan, Faahema Asad, Ammar Sadiq, Uzair Asif, Syeda Faryal Ali, Farooq K. Qazi, Asfandyar Khan, Sadaf Javed, Eemaan Ikhlaq |
| Summary | Since renaissance is a category that talks about the turn around of a brand, SXL makes a great case as it has seen a revival across metrices. Operating in a heavily commoditized category the brand has long been losing its spark and differentiation, by understanding the key drivers and adopting them in the most SXL way possible, the brand has been able to turn around its fate and ensure that not only is it the market leader but also growing competitively. |
| Household Supplies and Services
Ariel Work For Home
| Award Level | Gold |
|---|---|
| Award Category | Household Supplies and Services |
| Campaign Title | Ariel Work For Home |
| Brand | Ariel |
| Client 1 | P&G |
| Lead Agency | Symmetry Group |
| Contributing Agency 1 | Starcom Brainchild Communications |
| Individual Credits | Khurram Kidwai, Jaffar Hashim, Tania Bhurgri, Muhammad Osama, Syed Mohammad Ashraf, Jahanzeb Khalid, Uzair Ahmed, Mahrukh Shaikh, Urooj Vohra, Hameed Jaffer, Rabia Nabeel, Omer Khalid, Munira Zanzibarwala, Ali Rizvi, Musadiq Junejo, Maleeha Syed, Ramsha Ali, Amenah Sajid |
| Summary | With the world in lockdown, the care burden had fallen disproportionately on women. Ariel’s focus on driving progress of women made it critical that we ignite a social dialogue at this time to combat this increased load. With a beautifully crafted idea – Work FOR Home – we had the foundation in place but the challenge was creating a sustained conversation around the theme. With data backed influencer selection and a sequentially devised narrative, we not only extended the reach and impact of our main message but also crafted a highly engaging call to action designed to drive business results. |
| Influencers
Meet the survivors
| Award Level | Gold |
|---|---|
| Award Category | Influencers |
| Campaign Title | Meet the survivors |
| Client 1 | Pakistan Polio Eradication Programme |
| Lead Agency | Ogilvy Pakistan |
| Summary | For decades, Pashtun community carried plethora of misperceptions about Polio, Polio Vaccine and Polio Workers on religious and cultural grounds. Nothing really seemed to solve the problem, even the past communications and national celebrities didn’t help the cause as Pashtuns did not trust the messaging that came from them. Since, we wanted to Protect The Future of their children we changed our approach and for the very first time we shot a raw and a real video where the mindset of the polio rejectors changed as they met the polio survivors, who belonged from their own community. |
| Influencers
Pabbo Badmash
| Award Level | Gold |
|---|---|
| Award Category | Influencers |
| Campaign Title | Pabbo Badmash |
| Client 1 | Pakistan Polio Eradication Programme |
| Lead Agency | Ogilvy Pakistan |
| Contributing Agency 1 | Rokhan Studio |
| Summary | For decades, Pashtun community carried plethora of misperceptions about Polio, PolioVaccine and Polio Workers on religious and cultural grounds. Nothing really seemed to solve the problem, even the past communications and national celebrities didn’t help the cause as Pashtuns did not trust the messaging that came from them. So, we changed our approach and for the very first time we shot a raw and a real video where the mindset of the polio rejectors by making them realize that the future of our children and their future is in our hands. |
| Internet and Telecom
Naming The Invisible Pakistanis
| Award Level | Gold |
|---|---|
| Award Category | Internet and Telecom |
| Campaign Title | Naming The Invisible Pakistanis |
| Client 1 | Telenor Pakistan |
| Lead Agency | Ogilvy Pakistan |
| Individual Credits | Naved Qureshi, Hamza Amjad, Gohar Abbas, Faisal Nasir, Hamza Iftikhar, Yasir Yasin, Sarah Tariq, Shadman Khan, Mahad Khalid, Ahmed Saqlain, Huma shahid, Qasim Pervaiz, Imran Mughal, Mir Sachal, Mostafa Khawar, Kumail Jaffery, Ali Taha, Fasih Durrani, Usman Sharif, Basmah Kamran |
| Summary | Telenor capitalized on Pakistan’s transformative 80% Tele-density with an initiative of the utmost importance to Pakistanis to not only gain a foothold in the untapped rural markets but also to gain acceptance at political & community levels. It gave every Pakistani his/her right to identity by leapfrogging outdated, paper-based birth registration systems using an innovative Android application. Today 1.5 million are no longer invisible and births can be registered within hours as opposed to 3 days, for free! Digital Birth Registration is not just an app, it’s a passport of hope for the remaining 58 million invisible Pakistanis. |
| Marketing Disruptors
Polio Roadblock Campaign
| Award Level | Gold |
|---|---|
| Award Category | Marketing Disruptors |
| Campaign Title | Polio Roadblock Campaign |
| Client 1 | Pakistan Polio Eradication Programme |
| Lead Agency | Ogilvy Pakistan |
| Contributing Agency 1 | Not Applicable |
| Contributing Agency 2 | Not applicable |
| Summary | For decades, Pashtun community carried plethora of misperceptions about Polio, Polio Vaccine and Polio Workers on religious and cultural grounds. Nothing really seemed to solve the problem, even the past communications and national celebrities didn’t help the cause as Pashtuns did not trust the messaging that came from them. Since, we wanted to Protect The Future of their children we changed our approach and "for the very first time ever" instead of showing logos of any organization, we created raw content with different targeted media channels, by sharing awareness about polio and the need to give children polio drops. |
| Media Innovation
The Veil of Care
| Award Level | Gold |
|---|---|
| Award Category | Media Innovation |
| Campaign Title | The Veil of Care |
| Brand | GENERATION / Greenstar |
| Client 1 | GENERATION |
| Lead Agency | BBDO Pakistan |
| Contributing Agency 1 | Ali Xeeshan Theater Company |
| Contributing Agency 2 | Walnut Communications Private Limited |
| Contributing Agency 3 | Visual Prophecy |
| Contributing Agency 4 | Hot Water Bottle Films |
| Individual Credits | Ali Rez, Hira Mohibullah, Fatima Ansari, Daniah Ishtiaq, Atiya Zaidi, Hasaan Khurshid, Hassaan Aftab, Asma Nabeel, Ali Xeeshan, Khadija Rahman, Dr.Sana Durvesh, Kulsum Khan, Dr. Kiran Asif, Naima Gilani, Sara Manan, Waqas Depilex, Noor ul Ain Ali, Ahmed Mustafa, Umer Adil, Atif Khan, Muhammed Arsalan, Ahmed Qazi, Samra Muslim, Saniya Jouzy, Beenish Parvez, Tapu Javeri, Muhammed Ali, SyedNabi Ahmed Jaffri, Taimoor Khan |
| Summary | Starting from the challenge of preventing breast cancer cases in Pakistan, to choosing an influential breast cancer warrior, to using her own words to draw light to the issue at hand with the help of poetic craft combined with fashion (statement) piece, to reaching the audience through mass-produced veils, drives and organically earned media via film launch, this case is the best example of how a brand could excel in doing social good while keeping their product's usage at core by flipping a culturally sensitive topic into concern-led behavioral change with the right tools and influence resulting in extensive awareness. |
| Non-Profit
Pabbo Badmash
| Award Level | Gold |
|---|---|
| Award Category | Non-Profit |
| Campaign Title | Pabbo Badmash |
| Client 1 | Pakistan Polio Eradication Programme |
| Lead Agency | Ogilvy Pakistan |
| Contributing Agency 1 | Rokhan Studio |
| Summary | For decades, Pashtun community carried plethora of misperceptions about Polio, Polio Vaccine and Polio Workers on religious and cultural grounds. Nothing really seemed to solve the problem, even the past communications and national celebrities didn’t help the cause as Pashtuns did not trust the messaging that came from them. Since, we wanted to Protect The Future of their children we changed our approach and "for the very first time ever" instead of showing logos of any organization, we created raw content with different targeted media channels, by sharing awareness about polio and the need to give children polio drops. |
| New Product and Services
Peek Freans Smile – Happiness starts with a Smile
| Award Level | Gold |
|---|---|
| Award Category | New Product and Services |
| Campaign Title | Peek Freans Smile - Happiness starts with a Smile |
| Brand | Peek Freans Smile |
| Client 1 | EBM |
| Lead Agency | Ogilvy Pakistan |
| Contributing Agency 1 | Msix |
| Individual Credits | Shahzain Munir, Aaminah Saeed, Muhammad Asad Saeed, Maimoona Abdullah Batra, Attiyah Inaam, Uzair Qureshi, Inam Ur Rehman, Naved Qureshi, Sumair Jokhio, Ali Askari, Tahir Yousuf, Zahra Fatima Ali, Rana Waleed Altaf, Farrukh Zaman, Junaid Younus Verka |
| Summary | This is an amazing story of how EBM set out to capture an uncharted space in the Cake segment and increase market share. Smile’s icing-coated, sprinkle covered, cream-filled ring of delight just taste of happiness. And you cannot eat a doughnut cake in any kind of straight-forward, serious way. Smile’s playful product truth connects inherently with positive attitude of tweens, thus our brand name, packaging and campaign, showcased our distinctive proposition in vibrant ways to engage tweens. The results were extraordinary with a milestone of 1.1 billion in sales in the first 7 months and gaining 6% value market share |
| Non-Profit
The Vaccination Experience
| Award Level | Gold |
|---|---|
| Award Category | Non-Profit |
| Campaign Title | The Vaccination Experience |
| Client 1 | Pakistan Polio Eradication Programme |
| Lead Agency | Ogilvy Pakistan |
| Positive Change: Social Good - Brands (Services)
Tum Mazboot Ho
| Award Level | Gold |
|---|---|
| Award Category | Positive Change: Social Good - Brands |
| Campaign Title | Tum Mazboot Ho |
| Brand | Lifebuoy Shampoo |
| Client 1 | Unilever Pakistan Limited |
| Lead Agency | Ogilvy Pakistan |
| Contributing Agency 1 | GroupM Pakistan |
| Contributing Agency 2 | Talking Point |
| Contributing Agency 3 | HuqooqePakistan |
| Individual Credits | Faizan Zaheer, Mohtashim Hussain, Syed Tabish Rizvi, Zaeem Azhar Khan, Tahir Yousuf, Naved Qureshi, Hasaan Jalil, Anosha Islam, Farhan Faisal, Zahra Fatima Ali, Waleed Ansari, Muhammad Murtaza Zaidi, Shamin Ahmad, Maaz Ullah Siddiqui, Hammad Baig, Zakir Bilal, Fareshteh Aslam, Marium Karimi, Harris Javaid, Seema Jaffer |
| Summary | Lifebuoy Shampoo embarked on a journey to strengthen its purpose credentials and equity by building awareness and driving action on an extremely relevant social issue, Domestic Violence. The campaign provides a case study into how a brand can drive positive social change while meeting its business objectives. Partnering with the ministry of Human Rights, Lifebuoy shampoo came up with a message of raising stronger daughters who give mothers the strength to stand up against domestic violence. The message struck a chord with consumers leading to a massive jump across mind measure for the brand and increased awareness/action on the issue. |
| Seasonal Marketing
Ramzan Ki Shan
| Award Level | Gold |
|---|---|
| Award Category | Seasonal Marketing |
| Campaign Title | Ramzan Ki Shan |
| Brand | Shan Foods |
| Client 1 | Shan Foods Pvt Limited |
| Lead Agency | MediaCom |
| Lead Agency 2 | Body Beat Group |
| Individual Credits | Humayun Shaikh, Shoaib Shamim, Yusaira Mapara, Umer Maniar, Abdul Nafay, Mohibullah Hussaini, Ramesha Mujeeb, Hasan Rizvi, Mir Kazim Ali, Raza Syed |
| Summary | Shan wanted to leverage on the most sacred month of the Muslim calendar– Ramzan, with an exhausted budget to boost its brand equity as the fiscal year closed. Broadening our horizon, we designed a powerful message that differentiated us in people’s hearts and minds. With every communication we release, we drive to make a change– we decided to strike a new chord with the Ramzan Campaign. Instead of flowing with the current, with the spotlight on a Muslim family, we expanded the boundaries to be more inclusive, bringing people together within Pakistan– a melting pot of multiple cultures and religions. |
| Seasonal Marketing
Amreli Steels – Mothers’ Strength
| Award Level | Gold |
|---|---|
| Award Category | Seasonal Marketing |
| Campaign Title | Amreli Steels - Mothers' Strength |
| Brand | Steel Rebars |
| Client 1 | Amreli Steels Limited |
| Lead Agency | Arey Wah |
| Contributing Agency 1 | Starcrest Communications |
| Contributing Agency 2 | Mindshare (Pakistan) |
| Contributing Agency 3 | Id Creations |
| Individual Credits | Hadi Akber ali, Mohsin Ali Sadiq, Syed Sohaib ul Hassan, Isma Saeed, Zaheer Uddin, Kamran Sarfaraz, Altamash Kohati, Haider Ali, Zameer Qureshi, Mazhar Suhag, Faizan Tanveer, Mohsin Altaf, Syed Owais Ahmed, Qasim Zia, Agha Zohaib, Raffay Ali Khan, Aeman Naeem, Usra Javed, Warda Jafri, Hamza Imam |
| Summary | How does a steel rebar brand advertise on Mother's Day? More importantly, what do mothers have to do with steel rebars? Even more so, what do the two have in common? Our campaign answered all of the above questions. It depicted our mothers' various contributions that we take for granted and successfully drew an analogy between a mother's hidden strength to that of rebars. It became a showcase for the ultimate form of love. This unique execution resonated with the audiences and resulted in increased engagement on official social media, positive brand sentiments, organic sharing by publications and industry-record sales. |
| Snacks & Desserts
Trust Tou Must Hai
| Award Level | Gold |
|---|---|
| Award Category | Snacks & Desserts |
| Campaign Title | Trust Tou Must Hai |
| Brand | Shoop Instant Noodles |
| Client 1 | Shan Foods Pvt Limited |
| Lead Agency | Fishbowl (Pvt) Ltd |
| Contributing Agency 1 | Echo Digital Marketing Company |
| Contributing Agency 2 | Group M Pakistan |
| Summary | Before Shoop, the category and its connotations were dominated by associations with kids. Shoop was the only brand to identify an untapped segment (13-24 years) and win their hearts and minds with communication that was both relatable and reliable. This was challenging because this TG doesn’t trust explicit branding and big companies in general (93% don’t trust corporations) but due to the novelty of the communications that emphasize on trusting teenagers, despite their unconventional habits, the brand was able to drive business results (69% GOLY) market share gain (30% GOLY) and equity & loyalty growth (28% & 250% respectively). |
| Social Media
#PlaySafe: Pleasurable safe sex
| Award Level | Gold |
|---|---|
| Award Category | Social Media |
| Campaign Title | #PlaySafe: Pleasurable safe sex |
| Brand | Durex |
| Client 1 | Reckitt Benckiser |
| Lead Agency | Adcom Pvt. Ltd. |
| Individual Credits | Humayun Farooq, Shoaib Dhurrani, Kinza Jawwad, Shayan Ahmed, Nameer Jamillee, Yamnah Khan, Mohammad Owais Ayaz, Tasneem Lakhani, Mohibullah Panjwani, Sohaib Kazmi, Lalain Rizvi, Farzana Abdullah, Tauheed Pasha |
| Summary | While other contraceptive brands focus on birth control and family planning Durex is the only brand on the market that promotes sexual well-being. Conversations around the pleasure of sex are considered culturally taboo. Consumers are uncomfortable talking about sex directly. However, they enjoy sexual innuendos embedded in trending topics. Using moment-based marketing around current events and themes provides a unique opportunity to speak about sex in a socially acceptable manner. Durex launched #PlaySafe, a moment-based marketing campaign for always-on social media content that lets the brand promote sexual health, its products, and its variants. |
| Sustained Success - Products
The No.1 Hair Care Brand
| Award Level | Gold |
|---|---|
| Award Category | Sustained Success - Products |
| Campaign Title | The No.1 Hair Care Brand |
| Brand | Lifebuoy Shampoo |
| Client 1 | Unilever Pakistan Limited |
| Lead Agency | Ogilvy Pakistan |
| Contributing Agency 1 | Mindshare (Pakistan) |
| Contributing Agency 2 | Arrows |
| Contributing Agency 3 | Talking Point |
| Individual Credits | Faizan Zaheer, Mohtashim Hussain, Zaeem Azhar Khan, Syed Tabish Rizvi, Naved Qureshi, Tahir Yousuf, Hasaan Jalil, Anosha Islam, Farhan Faisal, Zahra Fatima Ali, Waleed Ansari, Muhammad Murtaza Zaidi, Shamin Ahmad, Maaz Ullah Siddiqui, Hammad Baig, Zakir Bilal, Naveen Ahsan, Kamran Zaheer, Ishtiaq Ahmed Bhatti, Fareshteh Aslam, Marium Karimi |
| Summary | It is unprecedented of for a big brand with a massive volume base to consistently grow double-digit volume YoY in a highly and increasingly competitive and well-penetrated category such as Haircare. Lifebuoy shampoo was not only able to achieve this seemingly impossible feat but also outpace competition by a huge margin and gain 1000 bps of share in the process. This was made possible by first laying down a multi-year strategy to further strengthen functional and emotional positioning of the brand by building on relevant insights and then religiously executing this strategy with back-to-back successful campaigns. |
| Non-Profit
Meet the survivors
| Award Level | Silver |
|---|---|
| Award Category | Non-Profit |
| Campaign Title | Meet the survivors |
| Client 1 | Pakistan Polio Eradication Programme |
| Lead Agency | Ogilvy Pakistan |
| Summary | For decades, Pashtun community carried plethora of misperceptions about Polio, Polio Vaccine and Polio Workers on religious and cultural grounds. Nothing really seemed to solve the problem, even the past communications and national celebrities didn’t help the cause as Pashtuns did not trust the messaging that came from them. Since, we wanted to Protect The Future of their children we changed our approach and for the very first time we shot a raw and a real video where the mindset of the polio rejectors changed as they met the polio survivors, who belonged from their own community. |
| Brand Experience: Live or / & Digital
Blue 3 Chalay 10 Shaves Tak!
| Award Level | Silver |
|---|---|
| Award Category | Brand Experience: Live or / & Digital |
| Campaign Title | Blue 3 Chalay 10 Shaves Tak! |
| Brand | Gillette |
| Client 1 | P&G ( |
| Lead Agency | Adcom Pvt. Ltd. |
| Individual Credits | Khalid Farid, Muhammad Hammad, Anam Parekh, Omer Khalid, Jahanzeb Khalid, Muhammad Sami, Mujtaba Mirza, Yasser Shah, Faraz Shamshad, Sarah mouqim, Zeeshan jilani, Azam Khan, Saad Shamim |
| Summary | To once again occupy space in the mind of the consumer, Gillette needed to strategically develop communication that highlighted Blue 3’s value proposition to justify the overall higher initial cash outlay it charges as opposed to competitors. This campaign successfully managed to communicate the overall value proposition of the product and highlighted its additional features which helped turn the numbers around. A key mega event watched by countless members of our audience being the Pakistan Super League was an opportunity worth leveraging which was supplemented with digital communication granting great campaign results in a short amount of time. |
| Branded Content
Pakistan’s most watched wedding song
| Award Level | Silver |
|---|---|
| Award Category | Branded Content |
| Campaign Title | Pakistan's most watched wedding song |
| Client 1 | Telenor Pakistan |
| Lead Agency | Ogilvy Pakistan |
| Individual Credits | Yasir Yasin, Sarah Tariq, Shadman Khan, Mahad Khalid, Ahmed Saqlain, Hamza Amjad, Faisal Nasir, Hamza Iftikhar, Naved Qureshi, Gohar Abbas, Imran Ayub, Mostafa Khawar, Ali Hassan, Huma Shahid, Kumail Jaffery, Ali Taha, Fasih Durrani, Usman Sharif, Basmah Kamran |
| Summary | Ahead of other Telcos, Telenor became the first voice in entertainment from the industry and completely owned this unchartered territory, the wedding season. This opportunity pivoted Telenor towards the right direction by tripling its brand differentiation on entertainment. With 31.3 million accumulative views across platforms (highest ever for Telenor) our brand consideration rose by 10%, preference by 9%, we got a 60%-point gain in brand trust, retained our VFM value shout throughout the course of the campaign and became the most watched wedding song of Pakistan, also featuring in top 10 viewed YouTube ads in the country for 2021. |
| Construction, Real Estate Companies
Amreli Steels – Mothers’ Strength
| Award Level | Silver |
|---|---|
| Award Category | Construction, Real Estate Companies and Allied Industry |
| Campaign Title | Amreli Steels - Mothers' Strength |
| Brand | Steel Rebars |
| Client 1 | Amreli Steels Limited |
| Lead Agency | Arey Wah |
| Contributing Agency 1 | Starcrest Communications |
| Contributing Agency 2 | Mindshare (Pakistan) |
| Contributing Agency 3 | Id Creations |
| Individual Credits | Hadi Akber ali, Mohsin Ali Sadiq, Syed Sohaib ul Hassan, Isma Saeed, Zaheer Uddin, Kamran Sarfaraz, Altamash Kohati, Haider Ali, Zameer Qureshi, Mazhar Suhag, Faizan Tanveer, Mohsin Altaf, SyedOwais Ahmed, Qasim Zia, Agha Zohaib, Raffay AliKhan, Aeman Naeem, Usra Javed, Warda Jafri, Hamza Imam, Armughan Hassan Nawaz |
| Summary | Rebars have evolved in the last 2 years into an “imagery driven” category i.e. the consumers are more aware about characteristics like strength. Our last campaign made Amreli Steels emotionally relatable for audiences – a massive achievement. To support our flat lining sales, we had to follow up with another emotionally potent communication that deepened our brand's association with “strength”. By showcasing the ultimate incarnation of hidden strength and love, our new campaign resonated with the audiences emotionally and resulted in increased engagement and reach on official social media, positive brand sentiments, organic sharing by other pages and industry-record sales. |
| Corporate Reputation
Super Nahi Tou 4G Nahi
| Award Level | Silver |
|---|---|
| Award Category | Corporate Reputation |
| Campaign Title | Super Nahi Tou 4G Nahi |
| Brand | Jazz Super 4G |
| Client 1 | PMCL JAZZ |
| Lead Agency | Fishbowl (Pvt) Ltd |
| Contributing Agency 1 | Blitz Advertising |
| Contributing Agency 2 | Iris Digital (Symmetry Group) |
| Contributing Agency 3 | Kinetic Pakistan |
| Contributing Agency 4 | O-Media |
| Individual Credits | Shoaib Ehsan Aftab, Sidra Ahmad, Jawad Hassan, Alam Khan, Zainab Hashim, Madiha Sahar, Syed Muhammad Shah, Ifrah Allaudin, Shayan Ehtesham, Shehmeer Ahmed Basha |
| Summary | After becoming #1 data provider in Pakistan, Jazz’s goal was to become the most loved data network. Building brand love is a tall task so we created and rolled out our perception building campaign: #SuperNahiTou4GNahi . #SuperNahiTou4GNahi was rolled out over three occasions: PSL, Ramzan, and 14th August: showcasing Jazz Super 4G heroes enabling themselves, others, and empowering Pakistan as a nation. The campaign remarkably improved the brand's health as Pakistan’s leading and fastest data network which cares about its consumers and understands them. #SuperNahiTou4GNahi became the third most recognised brand line within 3/4 of a year of its introduction. |
| E-Commerce
Maybelline New York – The Perfect Marketing Mix
| Award Level | Silver |
|---|---|
| Award Category | E-Commerce |
| Campaign Title | Maybelline New York - The Perfect Marketing Mix |
| Brand | Maybelline New York - FIT ME Foundation |
| Client 1 | Loreal Paris |
| Lead Agency | Digitz (Pvt) Ltd. |
| Individual Credits | Shazer Baig, Fatima Ahmed, Junaid Murtaza, Hasan Puri, Azam Jalal, Salman Yahya, Zeeshan Sharfi, Muhammad Ahmer, Marium Anwer, Anusheh Tauseef |
| Summary | The makeup category struggled to stay afloat during the nationwide lockdown imposed to curb COVID-19 cases as cosmetic sessions were partially to completely closed. In order to salvage the situation, Maybelline New York launched #OnlineIsSafe campaign to encourage people to stay home and buy online. The campaign that had 5 pillars generated record breaking ecom sales. The beauty of #OnlineIsSafe campaign is how it serves two purposes: - Social cause to reinforce the message to stay home for safety during COVID - Debunk the myth that online buying is not safe (delivery issues/fake products/no exchange policy etc) |
| Fashion
The Veil of Care
| Award Level | Silver |
|---|---|
| Award Category | Fashion |
| Campaign Title | The Veil of Care |
| Brand | GENERATION / Greenstar |
| Client 1 | GENERATION |
| Lead Agency | BBDO Pakistan |
| Contributing Agency 1 | Ali Xeeshan Theater Company |
| Contributing Agency 2 | Walnut Communications Private Limited |
| Contributing Agency 3 | Visual Prophecy |
| Contributing Agency 4 | Hot Water Bottle Films |
| Individual Credits | Ali Rez, Hira Mohibullah, Fatima Ansari, Daniah Ishtiaq, Atiya Zaidi, Hasaan Khurshid, Hassaan Aftab, Asma Nabeel, Ali Xeeshan, Khadija Rahman, Dr. Sana Durvesh, Kulsum Khan, Dr. Kiran Asif, Naima Gilani, Sara Manan, Waqas Depilex, Noor ul Ain Ali, Ahmed Mustafa, Umer Adil, Atif Khan, Muhammed Arsalan, Ahmed Qazi, Samra Muslim, Saniya Jouzy, Beenish Parvez, Tapu Javeri, Muhammed Ali, SyedNabi Ahmed Jaffri, Taimoor Khan |
| Summary | Starting from the challenge of preventing breast cancer cases in Pakistan, to choosing an influential breast cancer warrior, to using her own words to draw light to the issue at hand with the help of poetic craft combined with fashion (statement) piece, to reaching the audience through mass-produced veils, drives and organically earned media via film launch, this case is the best example of how a fashion brand could leverage their product's usage to reach the masses by flipping a culturally sensitive topic into concern-led behavioral change with the right tools and influence. |
| Home Furnishings and Appliances
Molty Foam TVC 2021
| Award Level | Silver |
|---|---|
| Award Category | Home Furnishings and Appliances |
| Campaign Title | Molty Foam TVC 2021 |
| Brand | Molty Foam |
| Client 1 | Molty Foam |
| Lead Agency | Ogilvy Pakistan |
| Contributing Agency 1 | Brainchild Communications |
| Contributing Agency 2 | Velocity marketing & Communications pvt. limited |
| Individual Credits | Muzakir Ijaz, Saboor Abdul, Ali Hayat, Basit Rizvi, Natalia Malik, Maham Fatima, Arooj Hussain |
| Summary | Molty foam is a legacy brand with a history of memorable communication primarily focused on the occasion of weddings and the nani pari tagline. While this has done wonders for the brand in the past; however the “Nani Pari” brand space was not connecting with the newer generation of consumers considering the prevailing social constructs of discouraging dowry. Hence, we required refreshing the communication to increase affinity and relevance. This change was achieved with dramatic success in sales and demonstrated the brand values while remaining true to their core in a new, exciting and relevant way. |
| Household Supplies and Services
Mortein- Dengue Ab Nahin
| Award Level | Silver |
|---|---|
| Award Category | Household Supplies and Services |
| Campaign Title | Mortein - Dengue Ab Nahin. |
| Brand | Mortein |
| Client 1 | Reckitt Benckiser |
| Lead Agency | Adcom Pvt. Ltd. |
| Individual Credits | Humayun Farooq, Sana Makhdoom, Mohammad Faisal Mukaddam, Shayan Ahmed, Nameer Jamillee, Yamnah Khan, Mohammad Owais Ayaz, Tasneem Lakhani, Mohibullah Panjwani, Sohaib Kazmi, Lalain Rizvi, Farzana Abdullah, Moiz Uddin |
| Summary | Mosquito repellents were perceived to be an extremely reactive category and not an essential lifestyle or grocery product. Driven by the stimulus of seeing a mosquito, consumers bought household insecticides to deal with the annoyance prevalent. Mortein revolutionized the category’s perception through its Purpose-driven campaign of ‘Dengue Ab Nahi’ highlighting the life-threatening problem mosquitoes were and became a lifesaving product and an essential part of regular purchase and usage. With this, the brand turned around 6 years of negative and low single-digit growth and delivered its highest ever growth of 24% in 2020 and 42% in season 2021 |
| Internet and Telecom
Prosperous Pakistan
| Award Level | Silver |
|---|---|
| Award Category | Internet and Telecom |
| Campaign Title | Prosperous Pakistan |
| Brand | Prosperous Pakistan |
| Client 1 | Telenor Pakistan |
| Lead Agency | Ogilvy Pakistan |
| Individual Credits | Yasir Yasin, Sarah Tariq, Shadman Khan, Ahmed Saqlain, Mahad Khalid, Naved Qureshi, Gohar Abbas, Hamza Iftikhar, Hamaz Amjad, Faisal Nasir, Kumail Jaffery, Ali Taha, Fasih Durrani, Usman Sharif, Basmah Kamran, Qasim Pervaiz, Mir Sachal, Mostaf Khawar, Imran Zafar |
| Summary | The telco ecosystem is evolving with 53% of the overall 180 million base in Pakistan being enabled with smartphones. This has led to an increase in data subscribers and revenue ( ARPU for data subs is 2x more than non-data using subs) and the overall split for data usage/voice usage on telco networks has increased in the favor of data. While it is important to monetize those subscribers, for us those subscribers only constitute 35% of our total base. KW is a platform that has helped retain and engage our rural based by providing an affordable Agri VAS service. |
| Marketing Innovation Solutions
Crushed Pickle Campaign 2021
| Award Level | Silver |
|---|---|
| Award Category | Marketing Innovation Solutions |
| Campaign Title | Crushed Pickle Campaign 2021 |
| Brand | Crushed Pickle |
| Client 1 | National Foods Limited |
| Lead Agency | IAL SAATCHI & SAATCHI |
| Lead Agency 2 | MediaVest |
| Contributing Agency 1 | Digitz |
| Contributing Agency 2 | Nielsen Pakistan |
| Individual Credits | Ali Rashid, Komal Jahangir, Wajahat Eijaz, Rizwan Ali, Aejaz Basrai, Batool Azra, Fizza Shah, Muhammed Uzair Ali |
| Summary | The Pickles category is largely undifferentiated and price sensitive, dominated by traditional mixed pickle formats. National Foods, being the market leader with 76% share (prior to the Crushed Pickle launch), took on the challenge to disrupt the category with an innovative product format that upgraded the consumption experience. National Foods introduced the “Crushed Pickle” format for the first time in the category, revolutionizing the way pickle is perceived and used. The product offers a hassle-free experience that has created consumption possibilities. One year since launch, the product stands at 7.5% market share and is a key driver behind category growth. |
| Packaged Foods
NESTLÉ CERELAC Movement Campaign
| Award Level | Silver |
|---|---|
| Award Category | Packaged Foods |
| Campaign Title | NESTLÉ CERELAC Movement Campaign |
| Brand | NESTLÉ CERELAC |
| Client 1 | NESTLE |
| Lead Agency | Ogilvy Pakistan |
| Summary | NESTLÉ CERELAC, while a packaged food brand, does not compete with any other brand in this category. In fact, what the brand is up against is something that is sacred to our target audience and an innate part of our culture. It is endorsed by the influencers in our target audience's lives and has been for generations - homemade food. Even with such a behemoth of a competitor, NESTLÉ CERELAC was able to drive relevance by creating awareness on the importance of fortified infant cereals which provide the complete nutrition required for a child's healthy development. |
| Packaged Foods
Knorr Noodles Making Waves in the Minds of Gen Z
| Award Level | Silver |
|---|---|
| Award Category | Packaged Foods |
| Campaign Title | Knorr Noodles Making Waves in the Minds of Gen Z |
| Brand | Knorr Noodles |
| Client 1 | Unilever Pakistan Limited |
| Lead Agency | Arey Wah |
| Contributing Agency 1 | Id Creations |
| Individual Credits | Sarah Siddiqui, Munir Hassan, Samir Sultan, Mariam Keshodia, Asad Malik, Farheen Salman, Amal Jafri, Armaghan Hassan, Kamran Sarfaraz, Zaheeruddin Ahmed |
| Summary | The idea behind Knorr Noodles' campaign was to play like a true snacking player that youth can relate to. There is wider acceptance of the product however to stand out in the clutter, we needed to evolve our positioning from a usual magical transformation to a more relatable humor while introducing a new snacking occasion. This concept gave birth to our "billa" campaign, thriving on slapstick humor that Gen Z can relate to. The campaign generated ever highest USG in Q3 42%, brand power increase of +500bps and MS increase of +400bps |
| Personal Care
Always Raha
| Award Level | Silver |
|---|---|
| Award Category | Personal Care |
| Campaign Title | Always Raha |
| Brand | Always |
| Client 1 | P&G ( |
| Lead Agency | Adcom Pvt. Ltd. |
| Contributing Agency 1 | Starcom Media Vest |
| Contributing Agency 2 | Symmetry Group |
| Individual Credits | Amna Shaikh, Khurrum Kidwai, Faryal Hasan, Asim Naz, Jahanzeb Khalid, Muhammad Sami, Tehreem Waheed, Sameet Jivani, Yasser Shah, Faraz Shamshad, Sarah Moquim, Shayan MoinKhan, Ayesha Fariduddin |
| Summary | Despite new competitors in menstrual hygiene products category, 70% of Pakistan’s menstruating female population cannot afford or access pads and are unaware of the importance of menstrual hygiene education. Always wants to be at the forefront of this opportunity to grow the category and convert cloth users. Realizing that girls using cloth were missing school during their period, the communication encouraged mothers to give daughters the comfort and confidence to succeed with Always. It resulted in 112% sales growth vs FY19-20 and 2 points increase in category penetration meaning over 100 million more pads consumed annually. |
| Positive Change: Social Good - Brands (Services)
The Dark Secret
| Award Level | Silver |
|---|---|
| Award Category | Positive Change: Social Good - Brands (Services) |
| Campaign Title | The Dark Secret |
| Brand | Women's Day Campaign |
| Client 1 | PMCL JAZZ |
| Lead Agency | Fishbowl (Pvt) Ltd |
| Contributing Agency 1 | Iris Digital (Symmetry Group) |
| Contributing Agency 2 | Blitz Advertising |
| Individual Credits | Shoaib Ehsan Aftab, Sidra Ahmad, Jawad Hassan, Alam Khan, Ifrah Allaudin, Syed Muhammad Shah, Zainab Hashim |
| Summary | Despite making up half of Pakistan’s population, less than 50% of Pakistani women own cellphones. In an era where mobile phones have become a necessity, connecting one with their family and even giving them access to basic literacy, Jazz chose to champion Pakistani women’s right to own a phone. Creating a lasting positive impact on Women’s Day, #JazzChoosesToChallenge triggered conversation around this issue, empowering Pakistani women’s access to mobile phones. Within 24-hours, the campaign amassed over 5.6 million impressions and 2.2k+ mentions, resulting in +40% and +25% sales to women for Jazz’s DIGIT 4G smartphones and SIMs respectively. |
| Positive Change: Social Good - Brands (Services)
Prosperous Pakistan
| Award Level | Silver |
|---|---|
| Award Category | Positive Change: Social Good - Brands |
| Campaign Title | Prosperous Pakistan |
| Client 1 | Telenor Pakistan |
| Lead Agency | Ogilvy Pakistan |
| Individual Credits | Yasir Yasin, Sarah Tariq, Shadman Khan, Ahmed Saqlain, Mahad Khalid, Naved Qureshi, Gohar Abbas, Hamza Iftikhar, Hamaz Amjad, Faisal Nasir, Kumail Jaffery, Ali Taha, Fasih Durrani, Usman Sharif, Basmah Kamran, Qasim Pervaiz, Mir Sachal, Mostaf Khawar, Imran Zafar |
| Summary | The rural common man is the backbone of our economy with over 63% of the total population of Pakistan residing in rural areas. 42.3 % of Pakistan’s labor force is working in agriculture. Even though the country has had 3G/4G for the past 7 years only 53% of the base is using these services. There was a need to uplift the farming community of Pakistan and resolve its problems. KW is a digital platform that aims to do that by providing farmers the necessary knowledge and tools to improve agriculture in Pakistan through its features and services. |
| Influencers
Salon@Home
| Award Level | Silver |
|---|---|
| Award Category | Influencers |
| Campaign Title | Salon@Home |
| Brand | TRESemme |
| Client 1 | Unilever Pakistan Limited |
| Lead Agency | Team Reactivate Pvt. Ltd |
| Contributing Agency 1 | Talking Point |
| Contributing Agency 2 | Mindshare Pakistan |
| Individual Credits | Zoha Akhtar, Suniya Jawaid, zaeem khan, Raza Faisal, Abdullah Ahmed, Sariya Qureshi, Murtaza Zaidi, Maazullah Siddiqui, Asima Haq, mehreen Siddiqui, Bilal khan |
| Summary | A girl's hair plays a major role in boosting her confidence. Salon@Home stepped in, enabling her with hair tutorials by Omayr Waqar starring leading influencers to be equipped and inspired to curate her own style for every occasion This ensured women could make their presence count so that they feel confident enough to show up as the best version of themselves . Each episode broke several industry benchmarks of reach, engagement and brand-lyft since the content that resonated with the audience had educational and entertainment value which resulted in TRESemme being the most searched haircare-brand in Pakistan. |
| Positive Change: Social Good - Brands (Services)
The Veil of Care
| Award Level | Silver |
|---|---|
| Award Category | Positive Change: Social Good - Brands |
| Campaign Title | The Veil of Care |
| Brand | GENERATION / Greenstar |
| Client 1 | GENERATION |
| Lead Agency | BBDO Pakistan |
| Contributing Agency 1 | Ali Xeeshan Theater Company |
| Contributing Agency 2 | Walnut Communications Private Limited |
| Contributing Agency 3 | Visual Prophecy |
| Contributing Agency 4 | Hot Water Bottle Films |
| Individual Credits | Ali Rez, Hira Mohibullah, Fatima Ansari, Daniah Ishtiaq, Atiya Zaidi, Hasaan Khurshid, Hassaan Aftab, Asma Nabeel, Ali Xeeshan, Khadija Rahman, Dr. Sana Durvesh, Kulsum Khan, Dr. Kiran Asif, Naima Gilani, Sara Manan, Waqas Depilex, Noor ul Ain Ali, Ahmed Mustafa, Umer Adil, Atif Khan, Muhammed Arsalan, Ahmed Qazi, Samra Muslim, Saniya Jouzy, Beenish Parvez, Tapu Javeri, Muhammed Ali, SyedNabi Ahmed Jaffri, Taimoor Khan |
| Summary | Starting from the challenge of preventing breast cancer cases in Pakistan, to choosing an influential breast cancer warrior, to using her own words to draw light to the issue at hand with the help of poetic craft combined with fashion (statement) piece, to reaching the audience through mass-produced veils, drives and organically earned media via film launch, this case is the best example of how a brand could excel in doing social good while keeping their product's usage at core by flipping a culturally sensitive topic into concern-led behavioral change with the right tools and influence resulting in extensive awareness. |
| Positive Change: Social Good - Brands (Services)
Domex Back to School
| Award Level | Silver |
|---|---|
| Award Category | Positive Change: Social Good - Brands |
| Campaign Title | Domex Back to School |
| Brand | Domex |
| Client 1 | Unilever Pakistan Limited |
| Lead Agency | Arey Wah |
| Lead Agency 2 | Reactivate |
| Individual Credits | Ammar Sadiq |
| Summary | In an unprecedented crossroad between children’s health & safety vs education, Domex stepped up to bridge the gap and contribute to Pakistan’s children, for Pakistan’s future. This echoes with the global mission of Domex (Domestos) i.e. by 2030, make 50 million people gain access to clean and safe toilet in schools and communities. |
| Renaissance
NESCAFÉ Ready to Drink #TurnUpYourChill
| Award Level | Silver |
|---|---|
| Award Category | Renaissance |
| Campaign Title | NESCAFÉ Ready to Drink #TurnUpYourChill |
| Brand | NESCAFÉ |
| Client 1 | NESTLE |
| Lead Agency | RED Communication Arts (Pvt) Ltd |
| Contributing Agency 1 | GROUP M (MAXUS AND ESP) |
| Contributing Agency 2 | Stimulus Productions Worldwide |
| Individual Credits | Zainab Mehmood, Fuad Ghazanfar, Zareen Rathor, Hamza Amjad, Minhaj Rafi, Mobeen Akhtar, Zohaib Burki, Abdus Sami Baig, Jeremiah Edgar, Rashid Subhani, Huma Shahid, Faisal Rana, Ali Imran, Hamza Butt, Sikander Ali, Umar Hayat, Fahad Babur, Sabene Saigol, SyedHammad Hasan, Saba Rabia, Muhammad Azeem, Ali Taha |
| Summary | Dominated by already established giants, the cold beverages category offers tough competition to any new contender. In 2012, NESCAFÉ Cold Coffee launched a smooth and indulgent beverage; providing millennials the much-needed sensorial uplift to get through the day. Unfortunately, the product didn’t perform, and production stopped in 2016. However, in 2020 the brand aimed to redefine the niche cold coffee category with minimalistic, vibrant packaging, exceptional taste and a new flavor. Also, breaking in with a new wave of Gen-Z centric communication to offer its cool coffee vibe to consumers to eventually become one of the fastest growing beverages. |
| Restaurants
KFC Feel Good
| Award Level | Silver |
|---|---|
| Award Category | Restaurants |
| Campaign Title | KFC Feel Good |
| Brand | KFC |
| Client 1 | KFC Pakistan |
| Lead Agency | Synergy Dentsu |
| Contributing Agency 1 | Starcom Brainchild Communications |
| Individual Credits | Noor Alam, Natasha S. Meherhomji, Sana Malik, Danish Anwar Wali, Faran Tariq, Zain Naqvi, Emaad Khan, Saman Farook, Sidra Salman, Sumbul Ateeq Chaudhry, Mohammad Yasir Ali Khan, Ramis Khan, Sahr Amin Ali, Abbas Mehdi, Maryam Tajalli, Ella Hussain, Fatima Nasir, Zeeshan Rasheed, Henry Lucas, Fahad Tariq, Umer Hussain |
| Summary | COVID-19 had shutdown dine-in for over a year in Pakistan, restricting the youth’s access to socialization and entertainment. When dine-in reopened in July '21, the air in the category was of uncertainty. As Pakistan’s #1 QSR, KFC took charge to celebrate the youth’s “homecoming” to their favorite comfort food with an unabashed campaign- #KFCFeelGood. Ours was the first full 360-campaign in the industry post-lockdown, single-mindedly focused on our irresistible chicken through tantalizing product shots. #KFCFeelGood cemented KFC as market leader with highest ever +81% overall sales growth. While competition closed down restaurants during COVID-19, we expanded with 10 new outlets! |
| Seasonal Marketing
Creating a Digital Pakistan
| Award Level | Silver |
|---|---|
| Award Category | Seasonal Marketing |
| Campaign Title | Creating a Digital Pakistan |
| Brand | Jazz Business |
| Client 1 | PMCL JAZZ |
| Lead Agency | Fishbowl (Pvt) Ltd |
| Contributing Agency 1 | Iris Digital (Symmetry Group) |
| Individual Credits | Shoaib Ehsan Aftab, Sidra Ahmad, Alam Khan, Jawad Hassan, Mahmmad Qureshi, Ifrah Allaudin |
| Summary | On Independence Day, Jazz Business celebrated the many tech-based businesses in Pakistan that are actively improving the life of Pakistanis. By choosing diverse businesses dedicated to making Pakistan a better place, we created a heartfelt viral campaign on social media that showed the positive social impact of Mahnush, Bykea, and Bioniks. Our campaign instilled a sense of pride in our audience and despite our modest budget, we reached 8mn Pakistanis(0.005 cost per view). The raw content’s power helped us grow the social media presence aforementioned businesses' following by 58,000(collectively), the campaign achieving 35% engagement rate, 45% completion. |
| Youth Marketing
NESCAFÉ Ready to Drink #TurnUpYourChill
| Award Level | Silver |
|---|---|
| Award Category | Youth Marketing |
| Campaign Title | NESCAFÉ Ready to Drink #TurnUpYourChill |
| Brand | NESCAFÉ |
| Client 1 | NESTLE |
| Lead Agency | RED Communication Arts (Pvt) Ltd |
| Contributing Agency 1 | GROUP M (MAXUS AND ESP) |
| Individual Credits | Zainab Mehmood, Fuad Ghazanfar, Zareen Rathor, Hamza Amjad, Jeremiah Edgar, Minhaj Rafi, Abdus Sami Baig, Zohaib Burki, Rashid Subhani, Mobeen Akhtar, Faisal Rana, Ali Imran, Hamza Butt, Sabene Saigol, SyedHammad Hasan, Fahad Babur, Saba Rabia, Muhammad Azeem, Sikander Ali, Umar Hayat |
| Summary | Dominated by established giants, the cold beverages category offers tough competition to any new contender. However, a demand for on-the-go cold coffee existed within the Gen Z and millennials who wanted variety in coffee and consume it on the go. The only available options were imported options (Starbucks) or coffeeshops/cafés; both were quite expensive. In 2020, NESCAFÉ launched cold coffee to cater to the young adults with a Gen Z centric communication and taste that mirrors the café style cold coffee as an ideal beverage which soon became one of the fastest growing beverages where coffee is associated with winters. |
| Youth Marketing
Trust Tou Must Hai
| Award Level | Silver |
|---|---|
| Award Category | Youth Marketing |
| Campaign Title | Trust Tou Must Hai |
| Brand | Shoop Instant Noodles |
| Client 1 | Shan Foods Pvt Limited |
| Lead Agency | Fishbowl (Pvt) Ltd |
| Contributing Agency 1 | Echo Digital Marketing Company |
| Contributing Agency 2 | Group M Pakistan |
| Summary | Prior to Shoop, the instant noodles category was associated solely with kids. Shoop was the only brand to identify the untapped youth segment (13-24 years) through a consumption mapping research as an avid consumer of instant noodles, and won their hearts and minds with age-specific communication that was both relatable and reliable. Despite this TG’s lack of trust in explicit branding and big companies, our targeted insight and novel communication that emphasized on trusting teenagers, enabled Shoop to drive business results (69% GOLY) market share gain (30% GOLY) and equity & loyalty growth (28% & 250% respectively). |
| Beverages - Hot
Tapal Green Tea | Khanay Kay Baad Tapal Green Tea Please
| Award Level | Bronze |
|---|---|
| Award Category | Beverages - Hot |
| Campaign Title | Tapal Green Tea | Khanay Kay Baad Tapal Green Tea Please |
| Brand | Tapal Green Tea |
| Client 1 | Tapal Tea |
| Lead Agency | IAL SAATCHI & SAATCHI |
| Summary | Green Tea had a problem solution approach, consumers would purchase it because of the product affinity it has with fitness and diet regime. Weight-loss being the primary benefit with most consumers seeking quick hacks to accomplish their goals which the product couldn’t deliver. As a result, the majority of green tea consumers were diet-seekers and fitness enthusiasts, however this alone was not enough to drive sales volume. Decision was taken to reposition the brand and cater to a wider audience beyond the health and wellness seekers in order to increase usage by building everyday consumption occasions through post meal association. |
| Education and Training
More se zyada safe online Pakistan
| Award Level | Bronze |
|---|---|
| Award Category | Education and Training |
| Campaign Title | More se zyada safe online Pakistan |
| Client 1 | Telenor Pakistan |
| Lead Agency | Ogilvy Pakistan |
| Individual Credits | Yasir Yasin, Sarah Tariq, Shadman Khan, Ahmed Saqlain, Mahad Khalid, Naved Qureshi, Gohar Abbas, Hamza Iftikhar, Hamza Amjad, Faisal Nasir, Kumail Jaffery, Ali Taha, Fasih Durrani, Usman Sharif, Basmah Kamran, Imran Mughal, Qasim Pervez, Mir Sachal, Mostafa Khawar |
| Summary | Telenor capitalized on Pakistan’s transformative Tele-density to not only sustain its position as a brand that cares for the societies it operates in, but as an enabler and empowerer in the truest sense. We wanted to ensure the internet is a safer place for all. To educate Pakistani children, parents, and teachers about safe use of internet, Telenor Pakistan, successfully built capacity of 900,000+ students around safe use of the internet in 14,000+ public & private schools. Utilizing fun and interactive learning methods we equipped almost a million children against cyberbullying, harassment and other dangers that exist online. |
| Finance
Roshan Digital Account
| Award Level | Bronze |
|---|---|
| Award Category | Finance |
| Campaign Title | Roshan Digital Account |
| Brand | Roshan Digital Account |
| Client 1 | State Bank of Pakistan |
| Lead Agency | Adcom Pvt. Ltd. |
| Contributing Agency 1 | OneZero Films |
| Individual Credits | Awais Dhakan, Mubeshar Aziz, Mustafa Awan, Sukaina Moosavee, Saad Saleem, Abid Qamar, Rehan Talat, Harris Rasheed |
| Summary | Roshan Digital Account (RDA) was an unprecedented initiative at the state level led by the State Bank of Pakistan, in collaboration with commercial banks operating in Pakistan, to integrate the Pakistani diaspora fully into the Pakistani banking and digital payments system. For the first time in Pakistan’s history, Non-resident Pakistanis were able to remotely open a bank account in Pakistan through an entirely digital and online process, providing attractive banking and investment opportunities. RDA was able to attract USD 2.67 Billion worth of foreign remittances, which accounted for 9% of the county’s total remittance in-flow of USD 29.4 Billion. |
| Finance
Bank Alfalah Remittance
| Award Level | Bronze |
|---|---|
| Award Category | Finance |
| Campaign Title | Bank Alfalah Remittance |
| Brand | Remittance |
| Client 1 | Bank Alfalah Limited |
| Lead Agency | Ogilvy Pakistan |
| Individual Credits | Raheel Yousuf, Ali Saif, Noman Zubair, Mehwish Fatima, Naved Qureshi, Farhan Faisal, Zain Khan, Anosha Islam, Zahra Ali |
| Summary | Growing 3 times faster than last year with the highest growth rate of 141% in the category against big banks, that too in a very competitive sector which is the second largest contributor of foreign exchange income for Pakistan. Bank Alfalah established itself as the clear 2nd position holder climbing up from the 8th rank through an emotionally driven multi-channel campaign, Bank Alfalah challenged remittance giants & gained an additional 6.66% of market share (FY2020-2021) |
| Household Supplies and Services
Ariel Washing Machine Partnerships
| Award Level | Bronze |
|---|---|
| Award Category | Household Supplies and Services |
| Campaign Title | Ariel Washing Machine Partnerships |
| Brand | Ariel |
| Client 1 | P&G ( |
| Lead Agency | Adcom Pvt. Ltd. |
| Contributing Agency 1 | Starcom Media Vest |
| Contributing Agency 2 | Symmetry Group |
| Individual Credits | Khurram Kidwai, Jaffar Hashim, Tania Bhurgri, Syed Muhammad Ashraf, Muhammad Osama, Jahanzeb Khalid, Muhammad Sami, Mujtaba Mirza, Sameet Jivani, Uzair Ahmed, Sarah Moquim, Yaseer Shah, Faraz Shamshad, Shayan moin, Ali Malik, Ayesha Fariduddin, Rabia Nabeel, Urooj Vohra |
| Summary | Converting users in a segment where the market leader has significant equity and first-mover advantage is extremely challenging and takes years. Surf Excel Matic had hegemony in the machine wash segment with a first-mover advantage with leading market share and multiple offerings. By leveraging a moment of truth of washing machine buyers and credentials from top washing machine manufacturers - #1 recommended for their machines, we were successful in growing value share 3 times our target, gain category penetration in households equal to the market leader within 6 months and grow our TOM among machine users by 57%. |
| Influencers
Commander Safeguard Hero Force
| Award Level | Bronze |
|---|---|
| Award Category | Influencers |
| Campaign Title | Commander Safeguard Hero Force |
| Brand | Safeguard |
| Client 1 | P&G ( |
| Lead Agency | Adcom Pvt. Ltd. |
| Contributing Agency 1 | Starcom Media Vest |
| Individual Credits | Muhammad Sami, Mujtaba Mirza, Ayesha Fariduddin, Amenah Sajid, khalid Farid, Asim Naz, Habib Ullah, Sarah Moquim, Yaseer Shah, Faraz Shamshad, Shayan moin, Ali Malik, Ijlal Malhi |
| Summary | When the world faces challenges, people turn to trusted heroes – government, celebrities, professionals. When Pakistan faced COVID crisis, people turned to Commander Safeguard! Online posts sprung up saying “Only Commander can save us”, “I trust his words blindly” and more! Safeguard leveraged this unique opportunity to marry Brand, Community and Influencer, using its very own Brand Ambassador Commander Safeguard, supported by a movement consisting of celebrity endorsers, bloggers and authorities. Strong 1-9-90 (creator-sharer-listener) framework enabled stellar results despite lower media spends vs. competition: Growing target category (+26%), sales (+38%), profit, equity, awareness, recognition on Youtube Most Watched List. |
| Marketing Disruptors
Drive, Camera, Action!
| Award Level | Bronze |
|---|---|
| Award Category | Marketing Disruptors |
| Campaign Title | Drive, Camera, Action! |
| Brand | Drive In Cinema |
| Client 1 | PMCL JAZZ |
| Lead Agency | Fishbowl (Pvt) Ltd |
| Contributing Agency 1 | Iris Digital (Symmetry Group) |
| Contributing Agency 2 | Blitz Advertising |
| Contributing Agency 3 | Activemedia |
| Contributing Agency 4 | Kinetic Pakistan |
| Individual Credits | Shoaib Ehsan Aftab, Sidra Ahmad, Jawad Hassan, Alam Khan, Ifrah Allaudin, Shehmeer Ahmed Basha, Muhammad Hamza Sheikh, Amna Anjum, Zainab Hashim, Madiha Sahar |
| Summary | COVID-19 catalysed Pakistan’s uptake of digital financial services with safety concerns around cash transactions. Jazz took this opportunity to be disruptive for good: choosing to induct users not just through communication, but by creating Pakistan’s first COVID-19 compliant drive-in cinema. With people cooped up in their homes for over a year, the drive-in cinema was an instant hit. The entire ticketing system and entertainment were enabled by JazzCash in a completely contactless ecosystem. Reinventing the drive-in cinema culture with JazzCash as its backbone, we achieved +40% JazzCash activations, 6+ million digital reach, 5000+ user generated posts, entertaining 50,000 Pakistanis. |
| Sustained Success - Products
Tapal Danedar | Tum Mein Aur Aik Cup Chai
| Award Level | Silver |
|---|---|
| Award Category | Sustained Success - Products |
| Campaign Title | Tapal Danedar | Tum Mein Aur Aik Cup Chai |
| Brand | Tapal Danedar |
| Client 1 | Tapal Tea |
| Lead Agency | IAL SAATCHI & SAATCHI |
| Individual Credits | Hamza J. Sheikh, Batool Azra, Nida Haider, Fizza Shah, Rashna Abidi, Amna Afshin, Adil Hussain, Iman Afridi, Tarab Majaz, Usman Naqvi |
| Summary | Tapal as brand firmly stands for sharing and not serving, a symbol of equal partnership between husband/wife, where husbands can make their wives feel seen, appreciated and acknowledged. It is the smallest of acts in a relationship which makes the most difference. Went beyond the relationships between a husband and wife to building intimacy between any relationship. It is often those close to you that go neglected in the hustle and bustle of every day life. Making/sharing a cup of Danedar with someone a powerful device to show love and appreciation that results in a meaningful moment of closeness. |
| Marketing Disruptors
First-Ever Online Used Car Gala
| Award Level | Bronze |
|---|---|
| Award Category | Marketing Disruptors |
| Campaign Title | FIRST-EVER ONLINE USED CAR GALA |
| Brand | Suzuki Used Car Gala |
| Client 1 | Suzuki Pakistan |
| Lead Agency | Synite Digital (Pakistan) |
| Summary | Suzuki Pakistan is the only automotive brand conducting a Used Car Gala for the past 8 years. Now it has become the first automobile manufacturing brand in the country to sell Used Cars online. Our efforts to promote the Used Car Gala Online resulted in 96,407 website visitors and 259 successful conversions. We were also able to attract 1,625 visitors to Suzuki’s dealerships across Pakistan and received 3,808 online chat queries. |
| Packaged Foods
Blue Band Chotu
| Award Level | Bronze |
|---|---|
| Award Category | Packaged Foods |
| Campaign Title | Blue Band Chotu |
| Client 1 | Upfield Pakistan PVT Ltd |
| Lead Agency | JWT GREY Pakistan |
| Contributing Agency 1 | JWT GREY Pakistan |
| Contributing Agency 2 | Mindshare Pakistan |
| Individual Credits | Fariyha Subhani, Dawood Ghazali, Mehr Hamid, Mushtaq Abdullah, Haider Ali |
| Summary | BlueBand has always operated in the chilled business. This was a huge barrier in making it accessible to people in the rural areas of Pakistan, as it was too expensive, and the availability of fridges were bare minimum. Hence, BlueBand launched ambient format in a sachet – it was far more affordable and also did not need refrigeration! This was a game-changer in the category as now ‘BlueBand Chotu’ was an affordable and accessible nutritional product for everyone. Punjab experienced repeat sales upto 80%. 56% of the volume came from homemade butter – our biggest competitor. |
| Packaged Foods
Sunridge Fortified Chakki Atta – Taaqat Sab Karne Ki!
| Award Level | Bronze |
|---|---|
| Award Category | Packaged Foods |
| Campaign Title | Sunridge Fortified Chakki Atta – Taaqat Sab Karne Ki! |
| Brand | Sunridge |
| Client 1 | Unity Foods Limited |
| Lead Agency | Adcom Pvt. Ltd. |
| Contributing Agency 1 | Adcom Pvt. Ltd. |
| Individual Credits | Mubeshar Aziz, Alifia Dairkee, Zarmina Khan, Farrukh Amin, Nimra Saeed, Usama Qasmi |
| Summary | Driving conversion in a commoditized market like flour is a big challenge, where buying unbranded atta from chakkis and kiryana is a tradition bound habit for decades. In context of value-added fortification to create differentiation, the challenge is that the consumer starts to doubt the purity of the product rather than valuing additional benefits of the product. Sunridge was successful in driving growth in sales through conversion in a commoditized market, recon textualizing adulteration in unbranded atta to poor nutrition rather than just hygiene and reinforcing the nutritional benefits with value-added fortification. |
| Personal Care
Salon@Home
| Award Level | Bronze |
|---|---|
| Award Category | Personal Care |
| Campaign Title | Salon@Home |
| Brand | TRESemme |
| Client 1 | Unilever Pakistan Limited |
| Lead Agency | Team Reactivate Pvt. Ltd |
| Contributing Agency 1 | Mindshare Pakistan |
| Contributing Agency 2 | Talking Point |
| Contributing Agency 3 | Reactivate |
| Contributing Agency 4 | Empact Activation Services |
| Individual Credits | Zoha Akhtar, Suniya Jawaid, Zaeem Khan, Raza Faisal, Abdullah Ahmed, Sariya Qureshi, Zainab Jafri, Maazullah Siddiqui, Murtaza Zaidi, Asima Haq, Mehreen Siddiqui, Bilal khan, Furqan Mukaddam, Mahwish Parveiz |
| Summary | TRESemme launched during Covid when all relevant avenues were a dead end. With salons closed, malls and stores operating during fixed hours, TRES capitalized on increased digital consumption by leveraging digital influencers and a hair expert to curate contextually relevant hair-tutorial webisodes for girls to get the salon look at home. It further hammered professional credentials through consistent messaging on TV, digital and outdoors. It embraced the new normal and brought the brand to life by designing mall activations and instore visibility drives to engage the consumer, TRESemme also hacked penetration by unconventional sampling through e-commerce, hotels, airlines and retail-outlets |
| Personal Care
Firebrand of the New Era
| Award Level | Bronze |
|---|---|
| Award Category | Personal Care |
| Campaign Title | Firebrand of the New Era |
| Brand | Glow & Lovely |
| Client 1 | Unilever Pakistan Limited |
| Lead Agency | MullenLowe Rauf |
| Contributing Agency 1 | GroupM |
| Contributing Agency 2 | Kinetic Pakistan |
| Contributing Agency 3 | Empact Activation Services |
| Individual Credits | Shaheryar Khan, Zahra Millwala, Fizza Ijaz, Hassan Ahmed, Kiran Murad, Nabeel Danish, Alizae Munawer Hussain, Talal Qureshi, Shamin Ahmed, Saviya Atiq |
| Summary | It’s rare to see a single brand dominate a category for years with a legacy that is passed down generations. It’s even rarer to see that brand risk this legacy and evolve for the betterment of society to turnaround how the category shapes the lives of its consumers. Glow & Lovely is such a story – A bold step to go where no brand dares! Successfully turning around brand identity that encompasses name, personality, proposition and packaging. Evolving the accepted standards of beauty for consumers to realize there is beauty in all skin tones - Abh Har Chehra Karey Glow. |
| Branded Content
National Ketchup Factory – Fun Kay Saath Learning Zaroori
| Award Level | Bronze |
|---|---|
| Award Category | Branded Content |
| Campaign Title | National Ketchup Factory – Fun Kay Saath Learning Zaroori |
| Brand | National Ketchup |
| Client 1 | National Foods Limited |
| Lead Agency | MediaVest |
| Lead Agency 2 | Ailaan Advertising |
| Contributing Agency 1 | Digitz (Pvt) Ltd. |
| Individual Credits | Izhar Khan, Danish Aslam, Samra Ansari, Aun Raza, Rizwan Ali, Wajahat Eijaz, Ali Rashid Khan, Hatif Yousuf, Mushahid Khan, Faiza Azam Bachani, Sanna Ansari, Armenay Shehzad, Hasnain Muhammad, Sana Shakeel, Abeera Qazi, Hira Saleem, Zobia Hakim, Muhammad Aslam, Syed Harris, Owais Ahmed |
| Summary | The goal was to grow Brand Equity Index which grew from 8 to 8.4 by increasing 'most preferred' (+2) and 'recommended' (+5). Key Brand Imagery parameters grew by upto 6pts. Additionally, Primary sales grew by 27% and secondary sales by 29% vs. same period last year. Market Share gained by 3.1% pre vs. post. National Ketchup is an established brand in terms of Awareness and Consideration. National Ketchup Factory, a branded content series helped the brand grow its brand equity as well as drive sales and market share. To sustain the success, National Ketchup will be launching Season2 as well. |
| Positive Change: Social Good - Brands (Services)
Taleemabad
| Award Level | Bronze |
|---|---|
| Award Category | Positive Change: Social Good - Brands |
| Campaign Title | Taleemabad |
| Client 1 | Telenor Pakistan |
| Lead Agency | Ogilvy Pakistan |
| Individual Credits | Yasir Yasin, Sarah Tariq, Shadman Khan, Ahmed Saqlain, Mahad Khalid, Naved Qureshi, Gohar Abbas, Hamza Iftikhar, Hamza Amjad, Faisal Nasir, Kumail Jaffery, Ali Taha, Fasih Durrani, Usman Sharif, Basmah Kamran, Hamza Zia, Imran Zafar, Mostafa Khawar, Qasim Pervaiz |
| Summary | Pakistan has the world’s second-highest number of out-of-school children (45% children between the ages of 5-16 not attending school). Taking these figures to heart, Telenor - in collaboration with Orenda - leveraged its transformative tech muscle and laid a firm digital school system, Taleemabad (meaning “education city” in Urdu). A completely new product in the Ed-Tech industry a cartoon-based online application that teaches young children the national curriculum in an engaging, gamified way. By reaching the unreachable, Taleemabad helped bring education to 2 million out-of-school children - a testimony to Telenor's mission of empowering societies through connectivity. |
| Positive Change: Social Good - Brands (Services)
Pampers for Paternity
| Award Level | Bronze |
|---|---|
| Award Category | Positive Change: Social Good - Brands |
| Campaign Title | Pampers for Paternity |
| Brand | Pampers |
| Client 1 | P&G ( |
| Lead Agency | Adcom Pvt. Ltd. |
| Contributing Agency 1 | Starcom Mediavest Pakistan |
| Contributing Agency 2 | Symmetry Group |
| Individual Credits | Khurrum Kidwai, Azmeenay Arshad, Hussain Ali, Jahanzeb Khalid, Muhammad Sami, Tehreem Waheed, Uzair Ahmed, Urooj Vohra, Sameet Jivani, Shafia Naseer, Omer Khalid, Sabih Siddiqui, Rabia Nabeel, Yasser Shah, Faraz Shamshad, Ayesha Fariduddin, Sarah Moquim, Saad Shamim, Shayan Moin Khan, Haris Paracha |
| Summary | Childbirth is one of the most memorable moments for a parent, but working fathers sometimes miss this occasion while at work. Most organizations in Pakistan do not provide adequate paternity leave and fathers are made to feel guilty for availing this leave. #PampersForPaternity was a campaign designed to change the work norms of Pakistan providing better work-life balance for fathers. Leading by example, Pampers announced 8 weeks of paid paternal leave which created waves across corporate Pakistan and numerous companies followed their lead. The campaign was a trending topic and increased fathers trust in the brand arresting Pampers’ share decline. |
| Seasonal Marketing
Sooper Dua-e-Shukr
| Award Level | Bronze |
|---|---|
| Award Category | Seasonal Marketing |
| Campaign Title | Sooper Dua-e-Shukr |
| Brand | Peek Freans Sooper |
| Client 1 | EBM |
| Lead Agency | Adcom Pvt. Ltd. |
| Contributing Agency 1 | Syntax Communication |
| Contributing Agency 2 | m/SIX |
| Individual Credits | Humair Kandhari, Asad Saeed, Aaminah Saeed, Sundus Altaf, Shahzain Munir, Alifia Dairkee, Ayesha Fariduddin, Ali Malik, Nadeem Paracha, Mustafa Awan, Attiyah Inaam, Syed Inam Ur Rehman, Sidra Khan, Mubeshar Aziz, Saad Saleem, Mehdi Siddiq, Usama Qasmi, Tehreem Samad, Osama Haseeb Khan |
| Summary | Ramadan is considered an opportunity for food brands as the month is about food and communal festivity. For the snacking category, biscuit consumption drops dramatically in Ramadan as people fast during the day and iftaar is dominated by traditional snacks. Most biscuit brands don’t advertise aggressively on mainstream media during Ramadan. Sooper turned around the seasonal sales decline, by identifying and owning a unique consumption moment in Ramadan; the first cup of tea post-iftar. A seasonal campaign built on the Ramadan-relevant sentiment of gratitude, successfully helped increase purchase intent, drive sales, grow brand affinity and solidified the brand’s Seedhi-Saadi-Khushi-Ka-Maza platform. |
| Seasonal Marketing
Pampers for Paternity
| Award Level | Bronze |
|---|---|
| Award Category | Seasonal Marketing |
| Campaign Title | Pampers for Paternity |
| Brand | Pampers |
| Client 1 | P&G ( |
| Lead Agency | Adcom Pvt. Ltd. |
| Contributing Agency 1 | Starcom Mediavest Pakistan |
| Contributing Agency 2 | Symmetry Group |
| Individual Credits | Khurrum Kidwai, Azmeenay Arshad, Hussain Ali, Jahanzeb Khalid, Muhammad Sami, Tehreem Waheed, Uzair Ahmed, Urooj Vohra, Sameet Jivani, Shafia Naseer, Omer Khalid, Sabih Siddiqui, Rabia Nabeel, Yasser Shah, Faraz Shamshad, Ayesha Fariduddin, Sarah Moquim, Saad Shamim, Shayan Moin Khan, Haris Paracha |
| Summary | For baby care brands, Mother’s Day was the occasion of choice with the assumption that personal care decision-making rests with the mother. Father’s Day is generally overlooked by most baby care brands. Faced with a 70% price increase that was eroding market share in modern trade, Pampers realized Father’s Day could be an opportunity to connect with millennial fathers, who were key decision makers but were missing out on being with the family due to inadequate paternity leave. #PampersForPaternity connected with fathers by promoting paternity leave, successfully creating brand affinity with fathers, and reducing sales decline in Modern Trade. |
| Social Media
HBL PersonalLoan via HBL Mobile
| Award Level | Bronze |
|---|---|
| Award Category | Social Media |
| Campaign Title | HBL PersonalLoan via HBL Mobile |
| Client 1 | HBL |
| Lead Agency | Symmetry Group |
| Individual Credits | Nida Jafri, Mashal Mansoor Qasim, Ghulam Qadir, Ramsha Arif, Hameed Jaffer, Arsalan Salim, Hasan Sandila, Ali Habib, Nadia Jaffer, Muddassir Niazi, Sobia Mehmood, Fahad Ahmed, Mishal Khan, Ameen Patel, Uzair Ahmed, Urooj Fatima, Samahir Aijaz |
| Summary | HBL took a bold step by challenging the industry-wide communication dynamic for this product i.e., emotional appeal showing weddings and a bright future. Instead, HBL used relatable scenarios that tickled the funny bone showing daily life needs being met through instant loans. This campaign was rated ‘best in class’ through YouTube BLS study (Awareness)– 21.18% relative lift achieved, becoming the top engaged content by HBL with an average 10% ER% on FB, 26% view rate on YouTube and resulted in 2X more growth in loan disbursements compared to last year. |
| Topical Marketing
Zalmi Wrap Meal
| Award Level | Bronze |
|---|---|
| Award Category | Topical Marketing |
| Campaign Title | Zalmi Wrap Meal |
| Brand | McDonald's Pakistan |
| Client 1 | McDonald's Pakistan |
| Lead Agency | Manhattan Communications (Pvt) Ltd |
| Contributing Agency 1 | MediaCom |
| Contributing Agency 2 | Kinetic Pakistan |
| Individual Credits | Jamil Mughal, Raza Ali, Viquas Jaleel, Shamail Farhat, Adeeba Khan, Tehmina Siddiqi, Sharjeel Khan, Yasir Aslam, Shumaila Firdous, Shahbaz Mirza, Ahmed Hassan, Rafay Khan, Nivyan Rehmani, Arsalan H. Quereshi, Asher Khan, Shahzeb Ahmed, Muhammad Maaz Hanif, Abdul Rasheed, Hilal Mir, Fahad Ali |
| Summary | McDonald’s wanted to drive trial of its Wraps, a late entrant in the category, where competition had established offerings. A special Zalmi Meal was created for promotion during PSL. Being a sponsor of the team, players were roped in to announce a Wrap Battle playing on the homophone Rap to create confusion. In a hilarious execution resonating with the target audience, McDonald’s wraps become talk of the town. Blow came with cancellation of PSL and stopping of dine-in due to Covid19. We re-strategized pushing deliveries and drive-thru sales and went on, not only to meet, but exceed our sales targets. |
| Topical Marketing
Drive, Camera, Action!
| Award Level | Bronze |
|---|---|
| Award Category | Topical Marketing |
| Campaign Title | Drive, Camera, Action! |
| Brand | Drive In Cinema |
| Client 1 | PMCL JAZZ |
| Lead Agency | Fishbowl (Pvt) Ltd |
| Contributing Agency 1 | Iris Digital (Symmetry Group) |
| Contributing Agency 2 | Blitz Advertising |
| Contributing Agency 3 | Activemedia |
| Contributing Agency 4 | Kinetic Pakistan |
| Individual Credits | Shoaib Ehsan Aftab, Sidra Ahmad, Jawad Hassan, Alam Khan, Ifrah Allaudin, Shehmeer Ahmed Basha, Muhammad Hamza Sheikh, Amna Anjum, Zainab Hashim, Madiha Sahar |
| Summary | COVID-19 had dulled Pakistan’s spirits as people suffered medically, economically, as well as starved for entertainment during the lockdowns. Jazz took this opportunity to lift Pakistan’s spirits by being disruptive for good: Creating Pakistan’s first COVID-19 compliant drive-in cinema. With people cooped up indoors for over a year, the drive-in cinema provided a safe opportunity to have fun. The entire experience was enabled by JazzCash in a completely contactless ecosystem. Reinventing the drive-in cinema culture we brought back the cinema experience to Pakistan, achieving +40% JazzCash activations, 6+ million digital reach, 5000+ user generated posts, entertaining 50,000 Pakistanis. |
| Youth Marketing
Always Azad
| Award Level | Bronze |
|---|---|
| Award Category | Youth Marketing |
| Campaign Title | Always Azad |
| Brand | Always |
| Client 1 | P&G ( |
| Lead Agency | Adcom Pvt. Ltd. |
| Contributing Agency 1 | Starcom Mediavest Pakistan |
| Contributing Agency 2 | Symmetry Group |
| Individual Credits | Khurrum Kidwai, Faryal Hasan, Amna Shaikh, Jahanzeb Khalid, Asim Naz, Muhammad Sami, Tehreem Waheed, Sameet Jivani, Sarah Moquim, Faraz Shamshad, Yasser Shah, Shayan Moin Khan, Ayesha Fariduddin |
| Summary | Young girls today are constantly connected and socially active. They look up to influential women in media as strong role models and opinion leaders on societal issues and safeguarding women’s rights. Recognizing that 1 in 5 girls skips school during her period, Always initiated a pad donation drive using influencers and the power of social activism. With the objective of making every girl #AlwaysAzad to pursue her dreams, it created both brand and business value in the process. The campaign reached 11 million online users, pads donated to 150,000 girls, and month-on-month sales growth of 40%. |