2018 Winners & Shortlists

BRIDAL UNIFORM

Short List
Client/BrandUN WOMEN PAKISTAN
Product/ServicePUBLIC SERVICE
EntrantBBDO PAKISTAN Lahore, PAKISTAN
Type of EntryCampaign
CategoryLow Budget / High Impact Campaign
Idea Creation BBDO PAKISTAN Lahore, PAKISTAN

The Campaign

The Pakistani bride is known to wear an elaborate wedding outfit: bright, colorful, heavily embroidered dresses combined with flashy jewelery. Every year, the bridal-wear fashion industry in Pakistan hosts large events in which new styles are revealed for that year. These shows are typically attended by local celebrities. This year, our idea was to hijack the country's largest bridal-wear fashion show by collaborating with the nation's best known fashion designer and by introducing a new kind of bridal gown that represents the sad state of affairs in Pakistan.

The Brief

A lot of child marriages in Pakistan happen due to financial reasons e.g. debt settlements, so in order to show integrity, it was imperative for us to keep the campaign cost minimal, while gaining as much coverage as possible. The first step was choosing a large platform like the Bridal Couture Week that already had an expansive media coverage, and hijacking it to earn maximum impressions. Our overall budget for this guerrilla campaign was only the material cost of making the actual uniform: the cloth and the embroidery thread motifs cost under $100. Due to our partnership with a leading fashion designer, labor was included in preparing the dress for the bridal fashion show. Zero dollars were spent on media exposure. In a textbook example of high impact from a low budget, for under $100, we managed to gain 1 Billion impressions. Breakdown: Uniform dress: under $100 Media: $0

Creative Execution

In collaboration with the nation's best known bridalwear artist - Ali Xeeshan, we meticulously designed a new kind of a bridal outfit: one that symbolizes the trade-off that takes place when a girl is married young and is deprived of her right to an education, and revealed it on the bridal fashion industry's biggest night. As the showstopper of the night, amidst bejewelled adult brides in elaborate gowns, and with the nation's top fashion bloggers recording, out walked on the ramp a little girl wearing a Pakistani schoolgirl's uniform embellished with beautiful traditional bridal motifs. The Bridal Uniform had been created by merging traditional wedding outfit embroidery patterns with a common government school girl's uniform. The stunt was then followed up by a print piece in a local fashion magazine, and instructional posters printed for on-ground NGOs to showcase in villages.

Results

The shocking stunt went viral and generated almost 1 billion social and news-media impressions, more than any campaign for this cause has ever had in the country. The topic of child marriages started trending, and both the international and local press started reporting on it. A sitting senator of parliament took note and a bill proposing to raise the legal marriage age to 18 has now been sent to the Islamic Council of Pakistan. The same senator has acknowledged the work of this campaign in the efforts to pass the bill. The Bridal Uniform project has also made an appearance on catwalks in Berlin and Los Angeles, and has been adopted by on-ground local NGOs to educate villagers on the importance of keeping girls in schools.

To generate maximum PR around a culturally sensitive subject, we came up with a highly disruptive idea that would produce not only awareness but would bring about real action on the part of the government. To create the biggest impact possible, our stunt was one that was directly witnessed by many, followed by other direct touchpoints. The goal was to maximize earned media through news coverage and bloggers commenting on our project, both of which we achieved.

By disrupting a platform like the Bridal Couture Week, where brides are meant to be celebrated, we were able to exemplify the irony of condoning such practices by asking the important question, if all brides should be celebrated. We also managed to piggyback on the media wave that followed the event, completely hijacking the conversation around it. The stunt was then followed by on-ground educational sessions that addressed the issue where it truly made a difference. The campaign targeted people on two levels. Through the stunt, we first targeted the influencers and media personnel who could start a conversation that built pressure to involve policymakers. And second, through on-ground sessions, directly addressing the masses where these practices were widely prevalent.

Credits

Name Company Position
Ali Rez Impact BBDO / BBDO Pakistan Regional Creative Director
Assam Khalid BBDO Pakistan Creative Director
Hira Mohibullah BBDO Pakistan Creative Director
Assam Khalid BBDO Pakistan Strategic Planning Director
Aamna Rahim BBDO Pakistan Senior Creative Manager
Huma Mobin BBDO Pakistan Creative Manager
Haroon Rashid BBDO Pakistan Head of Design
Haseeb Akram BBDO Pakistan Art Director
Jamayal Tanveer BBDO Pakistan Digital Business Director
Mian Aleem Ali BBDO Pakistan Production Designer
Atif Pasha BBDO Pakistan Production Manager
Eesha Khan BBDO Pakistan Account Executive
Tazeen As'ad BBDO Pakistan Account Manager
Ali Xeeshan Ali Xeeshan Fashion Designer
Fatima Ansari BBDO Pakistan Creative Associate
Raza Shah Stopmotion Digital Production
Ali Rez Impact BBDO / BBDO Pakistan Creative Director
Abdullah Haris Abdullah Haris Photographer
Kinza Razzaq Kinza Razzaq Bride Model
Zara Gul Zara Gul Make up Artist Make Up Artist
Aroush Toor Aroush Toor Child Model
Ali Rez Impact BBDO / BBDO Pakistan Creative Director
Moiz Khan BBDO Pakistan Associate Creative Director
Ahmed Zafar BBDO Pakistan Graphic Designer
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