| Award Level | Silver |
|---|---|
| Award Category | Positive Change: Social Good - Brands |
| Campaign Title | #ChangeTheCourse |
| Brand | Lifebuoy Shampoo |
| Client 1 | Unilever Pakistan Limited |
| Lead Agency 1 | JWT-GREY |
| Lead Agency 2 | Talking Point |
| Contributing Agency 1 | - |
| Contributing Agency 2 | - |
| Contributing Agency 3 | - |
| Contributing Agency 4 | - |
| Individuals Credit | Asima Haq, Marium Khan, Faizan Zaheer, Adil Hussain, Sara Koraishy, Mushtaq Abdullah, Yawar Iqbal, Fareshteh Aslam, Mariyam Taqi |
| Summary | |
| Lifebuoy Shampoo collaborates with Ministry of School Education Punjab to promote girl child education. This collaboration builds on the shared ambition of the partners to raise stronger daughters through education and help girls fulfill their potential through inclusive school experiences & curriculum. LBS has built a longstanding commitment to the cause of girl child education to address challenges of girls? dropout and barriers to entry. Motivated by the immense potential which can be unlocked by addressing this challenge, the partnership aims to secure a better future for girls in Pakistan | |
| Award Level | Silver |
|---|---|
| Award Category | Small Budget |
| Campaign Title | #VatikaChahiye |
| Brand | Vatika Shampoo |
| Client 1 | Dabur Amla |
| Lead Agency 1 | BODYBEAT GROUP |
| Lead Agency 2 | - |
| Contributing Agency 1 | RED Communication Arts (Pvt) Ltd |
| Contributing Agency 2 | GROUP M (MAXUS AND ESP) |
| Contributing Agency 3 | - |
| Contributing Agency 4 | - |
| Individuals Credit | Abeer Fatima, Mustansir Salim, Hasan Rizvi, Zainab Shahid, Ammarah Haroon, Arwa Jawaid, Qurat-ul-Ain Sarwat, Ahad Motiwala |
| Summary | |
| Every woman is guilty of hair crimes! It doesn?t matter if it?s straightening, curling, or coloring. But with all shampoo giants spending billions and claiming to deliver beautiful hair, how does Vatika stand out? Vatika made its consumers come to terms with their worst hair crimes and presented itself as the one true natural solution. To amp up the idea, the hair crimes were shown in a mug shot ? because messing with your hair is a real crime! | |
| Award Level | Gold |
|---|---|
| Award Category | Construction, Real Estate Companies and Allied Industry |
| Campaign Title | 50 Years SOLID |
| Brand | Amreli Steels |
| Client 1 | Amreli Steels Limited |
| Lead Agency 1 | Azad Films |
| Lead Agency 2 | Starcrest Communications |
| Contributing Agency 1 | Mindshare Pakistan |
| Contributing Agency 2 | T.A. Communications (pvt) ltd |
| Contributing Agency 3 | - |
| Contributing Agency 4 | - |
| Individuals Credit | Mohsin Ali Sadiq, Sohaib Hassan, Ut Kh, Kiran Hussain, Jami Mehmood, Saima Saleem, Zameer Qureshi, Agha Zohaib, Shahan Shakeel, Isma Saeed, Syed Zill-e-Ahmed, Mohsin Altaf, Shaban Mubashir, Zawar Mustafa, Faizan Tanveer, Shayan Khan Zia, Qazim Zia, Azhar ul Hasan, Hassan Zia, Aeman Naeem Warind, Sikandar Ali Ghumro, Owais Jaliawala, Nabeel Pasha, Tabish Sheikh, Asif Butlail, Faiza Iqtadar, Altamash Kohati |
| Summary | |
| Our emotive campaign flipped the self-congratulatory formula of celebrating anniversaries, established the importance of strong foundations and subtly communicated that Amreli Steels has turned 50 years old. Steel market historically contracts in Q3 due to the cold weather. We sold an additional 3081 tons rebar in Q3 as compared to Q2 in FY 21-22; a growth of 12% YoY during the same period. Even as demand shrunk in Q4 due to political instability and global macroeconomic factors, we matched our last year?s sales volume which still remains an industry record. | |
| Award Level | Silver |
|---|---|
| Award Category | Performance Marketing |
| Campaign Title | Always On Performance Marketing |
| Brand | Always On |
| Client 1 | Daraz |
| Lead Agency 1 | Daraz |
| Lead Agency 2 | - |
| Contributing Agency 1 | Daraz |
| Contributing Agency 2 | - |
| Contributing Agency 3 | - |
| Contributing Agency 4 | - |
| Summary | |
| With millions of rupees, it is generally hard to have efficient results because of the campaign?s bandwidth and the increase in efficiencies of CPO and CPB proved our segmentation also giving results in terms of month-on-month retention % and OPAS ratio now at 6.9?Daraz sustained its ownership of 11.11 by tapping on a simple consumer insight: Pakistanis make purchases based on value for money and convenience. Hence it created Pakistan's biggest discount ecosystem with 500mn+ in discounts YOY with 35,000+ sellers, brands, banks, and logistic partners, leveraging which, Daraz saw 7X increase in 11.11 sales volume, 7X+ increase in MAU, +25% contribution of prepayment. | |
| Award Level | Silver |
|---|---|
| Award Category | Ariel Touch of downy |
| Campaign Title | Household Supplies and Services |
| Brand | Ariel |
| Client 1 | P&G |
| Lead Agency 1 | Adcom Pvt. Ltd. |
| Lead Agency 2 | - |
| Contributing Agency 1 | - |
| Contributing Agency 2 | - |
| Contributing Agency 3 | - |
| Contributing Agency 4 | - |
| Individuals Credit | Zara Nadeem, Amna Shaikh, Tania Bhurgri, Maham Hasnain, Ovais Yousuf, Raza Ayoub, Mujtaba Mirza, Sarah Moquim, Yaseer Shah, Ayesha Fariduddin, Raj Kheraj, Ali Malik, Sameer Ali, Saad Shamim, Muhammad Arif, Zeeshan Jillani |
| Summary | |
| Driving growth via consumer switching in detergents is challenging. Consumers have a laundry experience preference making switching unlikely. We identified a niche of freshness seekers- a segment that considers clean and fresh as the base benefits of post-wash fragrance. Ariel TOD came with differentiated formula providing a fragrance preferred by consumers during a 24h test post-wash giving benefit of 2-in-1. It serves as a strong marketing effectiveness case because it grew the Ariel franchise through a new need and established them in a novel benefit space. | |
| Award Level | Bronze |
|---|---|
| Award Category | Household Supplies and Services |
| Campaign Title | Brite sab right kardega |
| Brand | Brite Maximum Power |
| Client 1 | Colgate Palmolive |
| Lead Agency 1 | Spectrum VMLY&R |
| Lead Agency 2 | - |
| Contributing Agency 1 | - |
| Contributing Agency 2 | - |
| Contributing Agency 3 | - |
| Contributing Agency 4 | - |
| Individuals Credit | Asrar Alam, Uzma Akhtar, Hyder Ali, Osman Ahmed, Mahmood Ali, Omer Qadri, Khurram Vohra, Rafay Siddiqui |
| Summary | |
| Brite has been a troubled brand since early 2000, and despite multiple communication attempts to establish itself a superior stain removal brand, it still remained behind the two giants (Arial & Surf Excel) in volume and value shares. As of Sep 21, the brand stood at 11. 7% value share, trailing behind the leader - Surf Excel (25.3%) and Ariel (21.2%)1. Brite sab right kardega 2.0 came along with a relatable insight and built around Pakistani food and their stubborn stains and was able to reach to 13.5% value share. | |
| Award Level | Bronze |
|---|---|
| Award Category | Seasonal Marketing |
| Campaign Title | Cadbury Occasion - Eid Gifting |
| Brand | Cadbury Occasions - Eid |
| Client 1 | Mondelez |
| Lead Agency 1 | Ogilvy Pakistan |
| Lead Agency 2 | - |
| Contributing Agency 1 | - |
| Contributing Agency 2 | - |
| Contributing Agency 3 | - |
| Contributing Agency 4 | - |
| Individuals Credit | Javeria Siddiqui, Syed Gohar Hasaan Naqvi, Fizza Tariq, Naved Qureshi, Sadia Qutubuddin, Sumaira Mirza, Sarwat Muzaffar, Hasaan Jalil, Farhan Faisal |
| Summary | |
| Pakistanis celebrate multiple occasions with tokens and gifts like traditional sweets or mithai with no play for chocolates. In 2022, CDM embarked on a journey to create inroads for itself into gifting occasions in Pakistan, starting with Eid. It was critical for us to build awareness for Cadbury Occasions and make it a part of our consumer?s consideration set. A complete sell-out of 6mT in 2 cities along with sales of 8k boxes via website served as concrete evidence regarding the campaign's success and consumer hunger for similar product offerings. | |
| Award Level | Bronze |
|---|---|
| Award Category | Topical Marketing |
| Campaign Title | Careem Food - WorldCup Campaign 2021 |
| Brand | Careem Food |
| Client 1 | Careem |
| Lead Agency 1 | Careem |
| Lead Agency 2 | - |
| Contributing Agency 1 | - |
| Contributing Agency 2 | - |
| Contributing Agency 3 | - |
| Contributing Agency 4 | - |
| Individuals Credit | - |
| Summary | |
| Careem Food was in its infancy & eagerly looking to up it's brand awareness. In the T20 World Cup, we found the perfect opportunity to piggyback off of the ongoing online cricket conversation, particularly Pakistan's rivalry with India, England & New Zealand to deliver on a food campaign offering refunds to customers if Pakistan won the match on that particular day. The campaign took off better than we ever imagined, propelled by Pakistan's phenomenal performance against India (152-0) and put Careem at the center of the celebratory meme conversations online. | |
| Award Level | Gold |
|---|---|
| Award Category | Beverages - Hot |
| Campaign Title | Chai Chahiye |
| Brand | Lipton |
| Client 1 | Lipton Pakistan Limited |
| Lead Agency 1 | Bulls Eye DDB |
| Lead Agency 2 | Empact Activation Services |
| Contributing Agency 1 | Team Reactiavte |
| Contributing Agency 2 | Mindshare Pakistan |
| Contributing Agency 3 | Symmetry Digital |
| Contributing Agency 4 | - |
| Individuals Credit | Yasir Qzai, Khan Saeed |
| Award Level | Gold |
|---|---|
| Award Category | Youth Marketing |
| Campaign Title | Coke Studio Season 14 |
| Brand | Coke Studio |
| Client 1 | Coca Cola |
| Lead Agency 1 | Ogilvy Pakistan |
| Lead Agency 2 | - |
| Contributing Agency 1 | Giraffe Pakistan |
| Contributing Agency 2 | Lotus PR |
| Contributing Agency 3 | Digits |
| Contributing Agency 4 | MediaCom Pakistan |
| Individuals Credit | Imran Qaiser, Zehra Zaidi, Zeeshan Sikander, Venus Ozdemir, David Halegua, Hamza Ahmed, Ahmed Wahab Shah, Maeen Zafar, Muhammad Tallal, Junaid Younas, Ahmad Mukhtar, Furqan Mohyuddin, Muhammad Ibrahim, Wajeeha Badar |
| Summary | |
| Coke studio to date, has been through several generational shifts. This year, along with the launch of the new brand positioning ?real magic?, Coke studio instead of growing older is now getting even younger with younger artists and their modern-day music catering to the gen-Z of Pakistan on a national level. Season 14 was able to gather 603 million views on social media since its launch in January and has proved to be a newer brand experience for the audience across the globe. | |
| Award Level | Gold |
|---|---|
| Award Category | Brand Experience: Live or / & Digital |
| Campaign Title | Coke Studio Season 14 |
| Brand | Coke Studio |
| Client 1 | Coca Cola |
| Lead Agency 1 | Ogilvy Pakistan |
| Lead Agency 2 | - |
| Contributing Agency 1 | Giraffe Pakistan |
| Contributing Agency 2 | Lotus PR |
| Contributing Agency 3 | Digits |
| Contributing Agency 4 | MediaCom Pakistan |
| Summary | |
| Coke studio to date, has been through several generational shifts. This year, along with the launch of the new brand positioning ?real magic?, Coke studio instead of growing older is now getting even younger with younger artists and their modern-day music catering to the gen-Z of Pakistan on a national level. Season 14 was able to gather 603 million views on social media since its launch in January and has proved to be a newer brand experience for the audience across the globe. | |
| Award Level | Gold |
|---|---|
| Award Category | Topical Marketing |
| Campaign Title | Cricket T20 WorldCup |
| Brand | Live Streaming |
| Client 1 | Daraz |
| Lead Agency 1 | Daraz |
| Lead Agency 2 | - |
| Contributing Agency 1 | Daraz |
| Contributing Agency 2 | Address: Sky tower 18th floor Block 4 Clifton, Karachi, Karachi City, Sindh |
| Contributing Agency 3 | Address: Sky tower 18th floor Block 4 Clifton, Karachi, Karachi City, Sindh Pakistan |
| Contributing Agency 4 | - |
| Summary | |
| Daraz increased buyer conversion from 6.5% to 11%. To date, Daraz 11.11 Sale of Nov?21 is the biggest, most successful sale of Pakistan because of the participation of 14 banks, 15 logistic partners (domestic + nationwide), 200+ brands, and 36000+ sellers, resulting in 6.2million number of items sold and Pakistanis saving 470 million rupees in discounts. | |
