Brand | UN WOMEN |
Product/Service | ANTI-CHILD-MARRIAGES |
Entrant | BBDO PAKISTAN Lahore, PAKISTAN |
Category | Art 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
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 |