| Award Level | Gold |
|---|---|
| Award Category | Social Media |
| Campaign Title | #PlaySafe: Pleasurable safe sex |
| Brand | Durex |
| Client 1 | Reckitt Benckiser |
| Lead Agency 1 | Adcom Pvt. Ltd. |
| Individuals Credit | 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. | |
| Award Level | Gold |
|---|---|
| Award Category | Automotive |
| Campaign Title | Alsvin #DriveYourDreams |
| Brand | Changan Alsvin |
| Client 1 | Master Changan Motors Pvt Ltd |
| Lead Agency 1 | Ishtehari |
| Lead Agency 2 | Ogilvy Pakistan |
| Contributing Agency 1 | Red Tape Media PVT LTD |
| Contributing Agency 2 | Kinetic Pakistan |
| Contributing Agency 3 | Brainchild Communications |
| Individuals Credit | 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. | |
| Award Level | Bronze |
|---|---|
| Award Category | Youth Marketing |
| Campaign Title | Always Azad |
| Brand | Always |
| Client 1 | P&G ( |
| Lead Agency 1 | Adcom Pvt. Ltd. |
| Contributing Agency 1 | Starcom Mediavest Pakistan |
| Contributing Agency 2 | Symmetry Group |
| Individuals Credit | 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%. | |
| Award Level | Silver |
|---|---|
| Award Category | Personal Care |
| Campaign Title | Always Raha |
| Brand | Always |
| Client 1 | P&G ( |
| Lead Agency 1 | Adcom Pvt. Ltd. |
| Contributing Agency 1 | Starcom Media Vest |
| Contributing Agency 2 | Symmetry Group |
| Individuals Credit | 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. | |
| 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 1 | Arey Wah |
| Contributing Agency 1 | Starcrest Communications |
| Contributing Agency 2 | Mindshare (Pakistan) |
| Contributing Agency 3 | Id Creations |
| Individuals Credit | 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. | |
| Award Level | Gold |
|---|---|
| Award Category | Seasonal Marketing |
| Campaign Title | Amreli Steels - Mothers' Strength |
| Brand | Steel Rebars |
| Client 1 | Amreli Steels Limited |
| Lead Agency 1 | Arey Wah |
| Contributing Agency 1 | Starcrest Communications |
| Contributing Agency 2 | Mindshare (Pakistan) |
| Contributing Agency 3 | Id Creations |
| Individuals Credit | 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. | |
| Award Level | Bronze |
|---|---|
| Award Category | Household Supplies and Services |
| Campaign Title | Ariel Washing Machine Partnerships |
| Brand | Ariel |
| Client 1 | P&G ( |
| Lead Agency 1 | Adcom Pvt. Ltd. |
| Contributing Agency 1 | Starcom Media Vest |
| Contributing Agency 2 | Symmetry Group |
| Individuals Credit | 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%. | |
| Award Level | Gold |
|---|---|
| Award Category | Household Supplies and Services |
| Campaign Title | Ariel Work For Home |
| Brand | Ariel |
| Client 1 | P&G |
| Lead Agency 1 | Symmetry Group |
| Contributing Agency 1 | Starcom Brainchild Communications |
| Individuals Credit | 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. | |
| Award Level | Bronze |
|---|---|
| Award Category | Finance |
| Campaign Title | Bank Alfalah Remittance |
| Brand | Remittance |
| Client 1 | Bank Alfalah Limited |
| Lead Agency 1 | Ogilvy Pakistan |
| Individuals Credit | 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) | |
| 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 1 | Adcom Pvt. Ltd. |
| Individuals Credit | 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. | |
| Award Level | Bronze |
|---|---|
| Award Category | Packaged Foods |
| Campaign Title | Blue Band Chotu |
| Client 1 | Upfield Pakistan PVT Ltd |
| Lead Agency 1 | JWT GREY Pakistan |
| Contributing Agency 1 | JWT GREY Pakistan |
| Contributing Agency 2 | Mindshare Pakistan |
| Individuals Credit | 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. | |
| Award Level | Bronze |
|---|---|
| Award Category | Influencers |
| Campaign Title | Commander Safeguard Hero Force |
| Brand | Safeguard |
| Client 1 | P&G ( |
| Lead Agency 1 | Adcom Pvt. Ltd. |
| Contributing Agency 1 | Starcom Media Vest |
| Individuals Credit | 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. | |
