Brand | BERGER PAINTS |
Product/Service | BERGER PAINTS |
Entrant | BBDO PAKISTAN Lahore, PAKISTAN |
Category | Special Build |
Idea Creation
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BBDO PAKISTAN Lahore, PAKISTAN
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Idea Creation 2
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IMPACT BBDO Dubai, UNITED ARAB EMIRATES
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Media Placement
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BBDO PAKISTAN Lahore, PAKISTAN
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PR
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BBDO PAKISTAN Lahore, PAKISTAN
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Production
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SARAH TAREEN PRODUCTIONS Lahore, PAKISTAN
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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 conceptual artist Samar Minallah Khan - a painter who specializes 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
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 |
Conceptual Artist / Anthropologist |
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 |
Links
Video URL