| Award Level | Bronze |
|---|---|
| Award Category | Positive Change: Social Good-Brands |
| Campaign Title | ‘Khel Kood aur Khayal’ |
| Brand | K-Electric |
| Client 1 | K-Electric Limited |
| Lead Agency 1 | K-Electric Limited |
| Contributing Agency 1 | The Big Chips |
| Contributing Agency 2 | V Media |
| Contributing Agency 3 | Signature M |
| Individuals Credit | Anusha Syed, Irfan Ali, Noor Afshan, Ahmed Raza, Aliya Idris |
| Summary | |
| Electrocution is one of the leading causes of death among children in hazard prone areas of Karachi. Despite reoccurring incidents, negligence towards safety culture within these communities prevail; children being the most vulnerable. We built upon the insight that children need to be communicated about safe behaviors in child-friendly & playful manner to have a lasting impact. We crafted our campaign ‘Khel Kood aur Khayal’ depicting safe & unsafe behaviors through journey of 2 animated characters Aima & Mahad in form of an interactive storybook and an animated short film. | |
| Award Level | Silver |
|---|---|
| Award Category | Beverages - Cold |
| Campaign Title | 7up - Brand Restage (Identity, Positioning & Promotion Mix) |
| Brand | 7up |
| Client 1 | PepsiCo |
| Lead Agency 1 | Alt Story (Pvt.) Ltd. |
| Lead Agency 2 | BBDO Pakistan |
| Contributing Agency 1 | Starcom |
| Contributing Agency 2 | Walnut Communications Private Limited |
| Summary | |
| Delivered on the objective of successfully transitioning a legacy brand to berelevant with Gen-Z via a holistic refresh across brand identity, brand POV and brand experiences. At the time of immense inflationary pressures and the Carbonated Soft Drinks category on a decline, 7up has held its ground, gaining market share and significant gains on brand imagery & affinity. | |
| Award Level | Silver |
|---|---|
| Award Category | Marketing Innovation Solutions |
| Campaign Title | 7up Strawberry Lemonade (Product & Design Innovation) |
| Brand | 7up |
| Client 1 | PepsiCo |
| Lead Agency 1 | Alt Story (Pvt.) Ltd. |
| Contributing Agency 1 | Starcom |
| Summary | |
| This case is about unlocking the growth for a legacy lemon & lime brand through product innovation. Faced with declining appeal among Gen-Z, we captured the evening social refreshment occasion—43% of carbonated drinks consumption moment—unrelated to meals. Positioned as modern and youth-centric, the brand disrupted the market with an innovative product, achieving 100% of the annual target in mere 3 months. Boasting a remarkable 53% repeat rate, a 3% evening-share gain, and a 5x higher purchase intent than the benchmark, this campaign combines strategy with creative excellence. | |
| Award Level | Silver |
|---|---|
| Award Category | New Product Line Extension |
| Campaign Title | 7up Strawberry Lemonade (Product Innovation) |
| Brand | 7up |
| Client 1 | PepsiCo |
| Lead Agency 1 | Alt Story (Pvt.) Ltd. |
| Contributing Agency 1 | Starcom |
| Contributing Agency 2 | Walnut Communications Private Limited |
| Summary | |
| This case is about unlocking the growth for a legacy lemon & lime brand through product innovation. Faced with declining appeal among Gen-Z, we captured the evening social refreshment occasion—43% of carbonated drinks consumption moment—unrelated to meals. Positioned as modern and youth-centric, the brand disrupted the market with an innovative product, achieving 100% of the annual target in mere 3 months. Boasting a remarkable 53% repeat rate, a 3% evening-share gain, and a 5x higher purchase intent than the benchmark, this campaign combines strategy with creative excellence.¦The 7up Strawberry Lemonade launch showcases seamless integration of business strategy and creative execution. As leader in Lemon & Lime category, it was essential for 7up to diversify its brand portfolio and tap into a new consumption occasion for sustained growth. We identified the ""social refreshment"" occasion, implementing a consumer-centric approach to introduce the new product to Gen-Z in an impactful & effective IMC. Our creative approach resulted in standout-executions across various platforms, making the introduction of the 'first ever pink drink in Pakistan' irresistible and share-worthy for our TG. | |
| Award Level | Silver |
|---|---|
| Award Category | Social Media |
| Campaign Title | 7up x Sapphire West - The Up Collection |
| Brand | 7up |
| Client 1 | PepsiCo |
| Lead Agency 1 | Alt Story (Pvt.) Ltd. |
| Lead Agency 2 | BBPR |
| Contributing Agency 1 | Starcom |
| Summary | |
| Revolutionizing youth engagement, our digital-led campaign, #TheUpCollection, seamlessly integrated with Gen Z's lifestyle through social media. In addition to the influencer-led fashion film, leveraging the influencers for aux content using diverse content formats, including individual fashion reels and store raids, ensured a broader reach. This strategic approach not only redefined perceptions about the branad but also yielded measurable commercial success. The campaign's unique blend of creativity and precision demonstrates its outstanding effectiveness in connecting with the youth demographic, showcasing a direct impact on audience behavior and tangible business outcomes. | |
| Award Level | Silver |
|---|---|
| Award Category | Brand Integration & Entertainment Partnerships |
| Campaign Title | 7up x Sapphire West - The Up Collection |
| Brand | 7up |
| Client 1 | PepsiCo |
| Lead Agency 1 | Alt Story (Pvt.) Ltd. |
| Lead Agency 2 | BBPR |
| Contributing Agency 1 | Starcom |
| Summary | |
| Revolutionizing youth engagement, our digital-led campaign, #TheUpCollection, seamlessly integrated with Gen Z's lifestyle through social media. In addition to the influencer-led fashion film, leveraging the influencers for aux content using diverse content formats, including individual fashion reels and store raids, ensured a broader reach. This strategic approach not only redefined perceptions about the branad but also yielded measurable commercial success. The campaign's unique blend of creativity and precision demonstrates its outstanding effectiveness in connecting with the youth demographic, showcasing a direct impact on audience behavior and tangible business outcomes. | |
| Award Level | Bronze |
|---|---|
| Award Category | Finance |
| Campaign Title | Asaan Mobile Account |
| Brand | State Bank of Pakistan Asaan Mobile Account |
| Client 1 | State Bank of Pakistan |
| Lead Agency 1 | Synergy Advertising |
| Contributing Agency 1 | Synchronized Media |
| Summary | |
| SBP’s Asaan Mobile Account campaign yielded impactful results by addressing financial exclusion that not only enhanced Pakistan’s banking population but left a positive mark on its reputation as well. In a landscape where financial inclusion was a significant challenge, the campaign strategically addressed the mission of the State Bank of Pakistan to promote financial accessibility. The outstanding results, including the opening of 5,753,459 new accounts and a shift in public perception towards digital banking directly correlate with the challenge of overcoming barriers to financial inclusion. | |
| Award Level | Silver |
|---|---|
| Award Category | New Product Line Extension |
| Campaign Title | Asaan Mobile Account – Apka Account, Apka Ikhtiyar |
| Brand | State Bank of Pakistan Asaan Mobile Account |
| Client 1 | State Bank of Pakistan |
| Lead Agency 1 | Synergy Advertising |
| Summary | |
| SBP’s Asaan Mobile Account campaign yielded impactful results by addressing financial exclusion that not only enhanced Pakistan’s banking population but left a positive mark on its reputation as well. In a landscape where financial inclusion was a significant challenge, the campaign strategically addressed the mission of the State Bank of Pakistan to promote financial accessibility. The outstanding results, including the opening of 5,753,459 new accounts and a shift in public perception towards digital banking directly correlate with the challenge of overcoming barriers to financial inclusion. | |
| Award Level | Bronze |
|---|---|
| Award Category | Marketing Innovation Solutions |
| Campaign Title | Asaan Mobile Account – Apka Account, Apka Ikhtiyar |
| Brand | State Bank of Pakistan Asaan Mobile Account |
| Client 1 | State Bank of Pakistan |
| Lead Agency 1 | Synergy Advertising |
| Contributing Agency 1 | Synchronized Media |
| Summary | |
| SBP’s Asaan Mobile Account campaign yielded impactful results by addressing financial exclusion that not only enhanced Pakistan’s banking population but left a positive mark on its reputation as well. In a landscape where financial inclusion was a significant challenge, the campaign strategically addressed the mission of the State Bank of Pakistan to promote financial accessibility. The outstanding results, including the opening of 5,753,459 new accounts and a shift in public perception towards digital banking directly correlate with the challenge of overcoming barriers to financial inclusion. | |
| Award Level | Bronze |
|---|---|
| Award Category | Positive Change: Social Good - Non Profit |
| Campaign Title | Awaz Uthao – Child Abuse Awareness |
| Brand | Sindh Government |
| Client 1 | Government of Sindh |
| Lead Agency 1 | Digital Disruption |
| Contributing Agency 1 | M&C SAATCHI World Services |
| Contributing Agency 2 | Chamak Patti Films |
| Individuals Credit | Alina Anas, Sabiha Jafri, Syed Sheraz Ali, Asghar Ghungro, Anas Mohiuddin, Faraz Haider, Ahmed, Hassan |
| Summary | |
| The Government of Sindh launched a groundbreaking campaign addressing child abuse amid rising cases in Pakistan. Championing "Mein Masoom Hoon" ("I am innocent") as its ethos, this initiative, televised extensively across 41 channels, broke the norm of celebratory advertising on World Children's Day. This unconventional approach stood apart, highlighting a crucial issue rather than conformity. With no prior benchmarks, this effort aimed to drive mass awareness, signaling a departure from typical marketing endeavors. Its impact was marked by increased helpline engagement, sparking crucial societal conversations on an otherwise silenced topic | |
| Award Level | Bronze |
|---|---|
| Award Category | Brand Integration & Entertainment Partnerships |
| Campaign Title | Bigger and better: Daraz X Cricket |
| Brand | Daraz |
| Client 1 | Daraz |
| Lead Agency 1 | Daraz |
| Summary | |
| We introduced 3 different cricketing events of different stature, namely Asia Cup, the World Cup, and HBL PSL 8. This move revolutionized the industry, drawing attention from local and global players seeking to replicate our success. This innovative strategy not only fulfilled our objective of enhancing user retention but also positioned Daraz as a trailblazer, setting a benchmark in the industry for creating multifaceted, engaging online experiences like physical retail spaces. | |
| Award Level | Silver |
|---|---|
| Award Category | Media Innovation |
| Campaign Title | Child Wedding Cards |
| Brand | Un Women |
| Client 1 | UN Women |
| Lead Agency 1 | BBDO Pakistan |
| Contributing Agency 1 | Shiny Toy Guns Films |
| Summary | |
| In order to influence lawmakers to speak up against child marriage, we used a medium never used before to convey an emotional message. Wedding cards designed entirely by children were mailed directly to lawmakers, who then responded by posting them online, and in the parliament, in order to action a law against child marriage. | |
