Shan Masala

Category: TVC
With ghee and masala ads all showing us the same feasts, family gatherings and food shots over and over again, it was a change to see a brand thinking differently. This ad was packed with the flavours of a fresh, heartfelt story driven by a strong and relatable insight of missing the taste of home when living abroad. Proof of effective communication when we ditch the clichés!
Agency: Ogilvy & Mather, Pakistan

Homage Inverter UPS (Jail)

Category: TVC
Understated and unexpected – this ad is a testament that at times less really is more. The jail based plot has all the right ingredients – a touch of humour, relatable frustration and a creative plotline. Driven by a strong insight that has been exaggerated in a bold way, this is what happens when clients and creatives have the courage to make brave advertising.
Agency: Arey Wah, Pakistan

7UP

Category: Activation/Digital
In this era of advertising, ideas need to be engaging, interactive and cross-platform. They have to have an x-factor... and that is exactly what 7UP pulled off with this activation. Cool vending machines placed in public areas so that people could cool down with a 7UP in the sweltering Pakistani heat. It was thoughtful creativity well done and gave the brand a viral buzz.
Agency: BBDO Pakistan

Ricola (Cough Drop)

Category: Packaging
When a medium is transformed into an experience that shows a product’s benefit spot on, that is packaging design genius. One of the cleverest packaging ideas used by Ricola cough drops lets users smooth out their sore throats as they unwrap their cough drops. Strong, simple and effective storytelling all in a single twist!
Agency: Jung Von Matt, Germany/The Scope

Greenply Industries

Category: TVC
The best kind of communication is timeless because the core message never loses its relevance. Greenply’s Savitri ad is one example. I love that the promise ‘janam, janam ka saath’ is so tailored to the product and yet seamlessly woven in the story. This one never gets old!
Agency: Lowe Lintas, India

Geico Unskippable

Category: Digital
Smart advertising is innovative. Geico’s unskippable ad campaign is an example of this. The brand countered people skipping over pre-roll YouTube ads with short and quirky spots, in which the characters reveal the key message within five seconds and then the audience is told that the ad is unskippable because it is already over. The lingering freeze frame in each situation is fun and clever and keeps you watching – and NOT wanting to skip – even after the pre-roll time is over.
Agency: The Martin Agency, USA

Hilal Fresh Up

Category: TVC
There is so much going for this ad that works! It is fun to watch, the sound is catchy and most importantly, it is driven by a clever insight translated in a playful way. The expressions are not overdramatic and the story is simple yet effective and leaves you with a smile. It was a refreshing change to see someone pull this off.
Agency: Red Communication Arts, Pakistan

Master Moltyfoam

Category: OOH
I loved the way that Moltyfoam intelligently leveraged their product to do something effective and still take home brownie points for the brand. The convertible billboard bed was made integral to the brand and product in an effortless way. This idea is a testament that sometimes the most creative ideas are the simplest.
Agency: BBDO Pakistan

Zareen Rathor is Creative Director, Red Communication Arts. zareen.rathor@red.com.pk