2019 Winners & Shortlists

TRUCK ART CHILDFINDER

Grand Prix

Demo Film

Presentation Image

Client/BrandBERGER PAINTS
Product/ServiceBERGER PAINTS
EntrantBBDO PAKISTAN Lahore, PAKISTAN
Type of EntryAmbient
CategoryTransit
Idea Creation BBDO PAKISTAN Lahore, PAKISTAN
Idea Creation 2 IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Media Placement BBDO PAKISTAN Lahore, PAKISTAN
PR BBDO PAKISTAN Lahore, PAKISTAN
Production SARAH TAREEN PRODUCTIONS Lahore, PAKISTAN

Cultural/Context information for the jury.

Thousands of children go missing in Pakistan every year, efforts to recover them are limited as they are displaced quickly to areas where traditional media does not penetrate. To raise awareness of missing children in Pakistan, we utilized a very local media device that had never been used before: "Truck Art," a unique form of art found in Pakistan in which transport and goods trucks traveling across the country are customarily painted and decorated with elaborate floral patterns, animals, icons, portraits and calligraphy. These brilliantly painted works of art often include portraits of famous personalities - actors, sportspersons, military chiefs, politicians. In place of personalities, local truck artists replicated the last photograph of the missing child and painted these trucks with not only the portrait, but a helpline number and information about the child. The trucks so far have recovered 3 children in 4 weeks, through 1,015 calls received.

Write a short summary of what happens in the ambient or digital execution or campaign.

We collaborated with a renowned artist who in turn worked with local "truck artists" - painters who specialize in the unique skill of drawing on trucks. Using paints supplied by Berger Paints, the artists replicated the last photograph of the missing child and painted the backs of these trucks with not only the portrait, but a helpline number and information about the child. Trucks were selected to ensure the routes would be covered in every direction possible, starting from the original location where the child went missing and radiating outwards. The vehicles drove through both urban and rural areas.

Credits

Name Company Position
Ali Rez BBDO Pakistan / Impact BBDO Executive Creative Director
Paul Shearer Impact BBDO Chief Creative Officer
Hira Mohibullah BBDO Pakistan Creative Director
Huma Mobin BBDO Pakistan Writer
Samar Minallah Khan Samar Minallah Khan Artist / Filmmaker
Assam Khalid BBDO Pakistan Strategic Planning Director
Moiz Khan BBDO Pakistan Associate Creative Director
Assam Khalid BBDO Pakistan Creative Director
Ali Rez BBDO Pakistan Creative Director
Irfan Fatmi BBDO Pakistan Managing Director
Zain Aslam BBDO Pakistan Account Manager
S. Izmerai Durrani Sarah Tareen Productions Executive Producer
Sarah Tareen Sarah Tareen Productions Director
Abubakar Khalil Sarah Tareen Productions Editor
Ahmed Mustafa BBDO Pakistan Associate Creative Director
Ahmed Zafar BBDO Pakistan Designer
Tahir Khan Truck Artist Artist
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