Cannes Contenders: BBDO Pakistan
How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges…
BBDO Pakistan
To protest against child marriages in Pakistan, UN Women collaborated with the most famous fashion designer in the country to design the world’s first Bridal Uniform: a schoolgirl’s uniform merged with traditional Pakistani bridal gown embroidery. They then hijacked the nation’s biggest bridal wear fashion show to launch the dress on the catwalk as worn by a schoolgirl.
BBDO Pakistan
Olympic medalist boxer Amir Khan, knocked out in a fight, had been written off by experts. Until Sting, an energy drink, stepped in with the goal of bringing him back. They invited him to train in Lahore, an old Mughal city, turning it into a gym for him. Responding to a highly integrated media campaign, the people of Pakistan contributed on social media to challenge Khan, to which he responded in turn with videos. 30% increase in sales and after becoming the largest energy drink in the country, Sting also helped Khan get back in the ring: in his comeback fight, the remade boxer knocked out his opponent in under 40 seconds.
Knowledge is Bulletproof/SOC Outreach
BBDO Pakistan
In 2012, Malala, Shazia and Kainat, three brave schoolgirls were shot by the Taliban. Their crime? The decision to go to school. To tell their story, and to honor the courageous spirit of girls who fight for the right of education, SOC Outreach produced the world’s first bulletproof book: a novel bound by Kevlar fiber. Sales proceeds of the books go to help orphans of victims of Taliban.
BBDO Pakistan
In Pakistan, transgender people are often insulted using an abusive gesture called the “Clap,” a specific way of striking one’s palms together. APTN turned this local negative insight into a positive one by transforming insult into applause using the action of clapping. Urging people to change their mindset, the campaign started with a hashtag #ChangeTheClap, turning into a movement, and resulted in the government changing the law to protect transgender people.
We are inviting agencies to showcase your agency’s best chances at Cannes this year. Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year’s festival. Include a link to the case study/TVC or supply jpegs if it is print.