This category is for efforts that effectively reached their audience through the creation of original branded content that is not advertising. The award honors branded content led ideas that are the heart of the communications program.
While music is the pulse of the Pakistan’s youth and is being exploited by global brands with big-budget platforms, there exists little-to-no functional connect between brand and platform. Amid this content clutter, no brand had a more direct connect with singing than throat-soothing lozenges. So, we got rid of the instruments to focus on what was relevant to our Brand: VOICE. Rather than latching onto an existing trend, we collaborated with a leading artist/label to launch Pakistan’s first Acapella music platform which racked up 14.3 Mn views by Q3 2018
Client: Reckitt Benckiser
Agency: Adcom Zenith
Dundee: A Tourism Campaign In Disguise
We staged the reboot of 1986's Crocodile Dundee in order to show off the unique nature of Australia, and revealed during the Super Bowl it was simply a tourism campaign in disguise. One that became the most successful in Tourism Australia's history.
Brand: Tourism Australia
Client: Tourism Australia
Coke Studio Explorer 2018
With Coke Studio Explorer, we dove deeper into our cultural DNA to introduce our youth to the sounds and music of Pakistan - the 4 provinces and Azad Kashmir. We explored their indigenous sounds, instruments and ethnic music from each region and took it to a global stage. With the immense critical and international acclaim, Coke Studio Explorer was truly an embodiment of Passion for Pakistan – generating immense pride for Pakistan and Coke (Studio) among the Target Audience
Brand: Coke Studio Explorer 2018
Client: Coca Cola Pakistan
Agency: Front Foot Media