2019 Winners & Shortlists

THE BRIDAL UNIFORM

BrandUN WOMEN
Product/ServiceANTI-CHILD-MARRIAGES
EntrantBBDO PAKISTAN Lahore, PAKISTAN
CategoryArt Direction
Idea Creation BBDO PAKISTAN Lahore, PAKISTAN
PR MINT PR Lahore, PAKISTAN
Production ALI XEESHAN THEATRE STUDIO Lahore, PAKISTAN

Cultural/Context information for the jury.

To raise awareness against rampant child marriages in Pakistan, we created a first-of-its-kind "Bridal Uniform" — one that highlighted the true cost of an early marriage for girls: education. Collaborating with the country's leading bridal-wear designer, Ali Xeeshan, we designed a dress which merged a school uniform with traditional embroidery patterns shown by Pakistani brides on their elaborate outfits. The dress was art-directed down to recognizable bridal-wear motifs, in addition to a school bag with a garland of wedding flowers. We then launched the dress by hijacking the country's largest bridal-wear fashion show. Amidst model after model walking out in elegant wedding gowns, out walked a little girl in The Bridal Uniform as the showstopper. The PR resulted in members of parliament taking notice and the country eventually raising the minimum marriageable age to 18.

Credits

Name Company Role
Ali Rez BBDO Pakistan / Impact BBDO Executive Creative Director
Ali Xeeshan Ali Xeeshan Theater Company Designer
Hira Mohibullah BBDO Pakistan Creative Director
Assam Khalid BBDO Pakistan Strategic Planning Director
Aamna Rahim BBDO Pakistan Associate Creative Director
Moiz Khan BBDO Pakistan Associate Creative Director
Assam Khalid BBDO Pakistan Creative Director
Ali Rez BBDO Pakistan Creative Director
Haroon Rashid BBDO Pakistan Art Director
Haseeb Akram BBDO Pakistan Art Director
Jamayal Tanweer BBDO Pakistan Digital Creative Director
Mian Aleem Ali BBDO Pakistan Production Designer
Tazeen Asaad BBDO Pakistan Account Director
Eesha Khan BBDO Pakistan Account Manager
Fatima Ansari BBDO Pakistan Writer
Raza Shah Stopmotion Digital Editor
Ahmed Zafar BBDO Pakistan Designer
Maida Azmat Mint PR Public Relations