Sweet Creme – Ab Sweet Creme era mei ajayen

Agency: In-house

I was left in stitches after this ad – a parodic take on the use (and overuse) of ‘Gen Z’ lingo in advertisements. This video, with its earnest ‘actors’ and their playful delivery of the dialogue really made it feel super real and honest. It legitimately made me want to go and buy Sweet Creme after I watched (and re-watched) it multiple times.

Yango – Illustrated rickshaws

Agency: In-house

I really loved this campaign by Yango. Calling upon local illustrators to ‘represent Pakistan in their style,’ Yango introduced stunning and vibrant artwork that added a dash of colour to an increasingly greyscale city. I always find it so exciting to see one on the road. Brilliant and memorable.

Noms Nachos – Elevate your taste, not your waist

Agency: Ajeeb Studios

The stunning visuals of this campaign shot it directly into my top 10 list. They are absolutely gorgeous! I love how they have taken a few basic elements and colours and used them to paint an entire story based on a bright, bold and punchy desi nacho-filled universe, and I found it really refreshing in the Pakistani-chip landscape. The subtle but prevalent presentation of their product as a guilt-free and healthy snack is done just right.

Fahad Hussayn – Ashk-o-Atar CASBAH Wedding Series S/S2025 fashion film

Agency: In-house

This campaign featured a short fashion film that was stunning in both its visual and sound design. With its use of dramatic lighting, gorgeous sets and opulent jewellery, the film gives off a luxurious feel that helps elevate the outfits. With its use of desi elements, such as the architecture, rose petals and colour, the film helps connect audiences to the ‘Pakistani wedding’ experience while also creating an almost fantastical, story-like narrative that helps give their design an otherworldly feel.

Safeguard – Commander Safeguard

Agency: IAL Saatchi & Saatchi

A campaign worthy of mention is Safeguard Pakistan’s animated TV series promoting their soap. To this date, I can quote every episode word for word. With characters like the Commander Safeguard, Germander, Dirtoo, his wife Dirtee and Kachra Rani, the campaign was an iconic addition to our childhoods. The music, the dialogue, the drama and of course the underlying message that asked us to wash our hands and be clean, helped strengthen the impact of this series.

Charli XCX – Brat summer

Agency: Special Offer

This album campaign has to go down as one of the greatest of all time and the cultural impact it created is staggering – going as far as having the Collins English Dictionary announce ‘brat’ as their word of the year for 2024. It is one of my favourites because I love how it transcends traditional media and advertisement formats to promote Charli XCX’s most recent album. Taking a page from 2023’s ‘Barbenheimer’ phenomenon, Brat managed to make its way into multiple avenues ranging from fashion, to design and even politics (throwback to when Kamala Harris’ socials were renamed ‘Brat HQ’).

Chamberlain Coffee – The Circus Collection

Agency: In-house

I absolutely adore the mad scientist vibes this brand’s campaign gives. They make it seem like their coffee is an otherworldly creation that bears no reference to normal, plain old boring coffee. Their unique selection of flavours, such as their animal cracker blend, described as ‘all the circus charm without the clowns,’ is a delightful take on contemporary flavour profiles. It cuts through an otherwise sea of mundane and rather safe design strategies that dominate the visual landscape these days.

Fenty Beauty – Fenty Hair

Agency: Seen Group

There is something about this ad that captivates from the get-go. Perhaps it is the homemade vibe that the production exudes which removes most of the corporate aloofness many ads contain. Or, maybe it’s the soft colour palette that overlays everything. But it makes the products feel very carefully designed, and all the funky hairstyles and the set design effortlessly convey the idea that Fenty hair makes you stand out.

Zoha Shahzad is Creative Manager at Finqalab.