Sunsilk

Category: Print

Just when showing hair was mandatory in this category, Sunsilk came up with a strategic shift. They created a product for people whose hair you never see, and who happen to be a considerable chunk of our market. Clean imagery, crisp copy and powerful execution has not only convinced hijab wearers to try this variant but also inspired many non-hijabis to use it.

Agency: JWT Pakistan

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Kit Kat

Category: Poster

Kit Kat’s brand idea of ‘a break’ was to make people experience a break.

These chair posters were placed strategically at the entrance of parks and squares and can be assembled into chairs to ‘have a break’. What I like about this simple idea is that it’s solving a human need, which is ‘to sit in the middle of a crowded concert’. You can ‘play’ with this idea. You can ‘participate’ as you build the chairs. And ‘share’ this with anyone. The personal ‘experience’ you get from this chair is far more powerful than an advertising message trying to sell you a product.

Agency: JWT Auckland, New Zealand

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Missing Children Europe

Category: Print

This ad was created for Missing Children Europe for De Standaard Solidariteitsprijs, an annual competition for ‘good causes’. Using a crossword puzzle to communicate a message isn’t new, what makes this ad believable is the accurate choice of the medium to trigger an emotional response effectively. Simply brilliant!

Agency: 10, Antwerp, Belgium

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Omoré Desi

Category: TVC

Omoré Desi takes Wall’s Badami head-on and how! An entertaining ad with an even more entertaining jingle that appeals to the general public of the country. It is desi to the core, vibrant imagery or colloquial tone this ad will make you pause. The tagline doodh nay mayway say chakkar chalaya sticks in your head for its cheesy, quirky zing.

Agency: IAL Saatchi & Saatchi, Pakistan

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Collective of Dutch Relief Organisations: Pakistan Earthquake Aid

An awakening print advertisement designed to raise funds during the 2005 Earthquake. The clever use of typography renders a strong message leading to an emotional call for action. Simplicity at it’s best.

Agency: Ogilvy, Amsterdam, Netherlands

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Aquafina

Category: TVC

Nothing succeeds like success, and the latest Aquafina ad accomplishes just that. The hottest faces from Pakistan can be used to sell just about anything under the sun right now. Specifically, bottled water in this case, and telling a story about it with a powerful jingle that instantly gives so much meaning to the entire campaign is noteworthy. Hats off to the agency for their timely thinking and the brand for striking while the iron is hot.

Agency: Walter, Pakistan

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Lego

Category: Outdoor

If you have ever been a Lego lover at some point in your childhood, this ambient will make you nostalgic. The clever use of the surrounding environment as part of the composition is what makes this ambient unique. These three creative bus shelter ads, titled ‘whale’, ‘caterpillar’, and ‘monster’, are an ingenious example of turning the ordinary into the extraordinary.

Agency: Ogilvy, Malaysia

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Lipton

Category: Print

An ad released right after Pakistan made history in the test match against England, employs clever use of copy to pass a sublime message. Lipton has always been bold in its choice of words, a perfect example of how one can pull off a good show without visual clutter and yet end up strengthening the brand’s positioning.

Agency: BE DDB, Pakistan