PAS 2014 Best in Media goes to DAWN

The Dawn Media Group won its second ‘Best in Media’ Award for the print campaign ‘Preserving Tradition Spearheading Change’ at the 4th PAS Awards in May. The PAS Awards recognise excellence in creativity and effectiveness in advertising across 27 categories. This year there were three finalists in the Best in Media Category (other nominees included DAWN’s Spelling Bee Campaign: ‘Pakistan’s biggest Spelling Gig’ and Hum TV’s Hum Sitaray launch). The winning campaign, designed by Creative Unit, was conceived as part of the redesign undertaken by DAWN in 2013, and had for objective to leverage the newspaper’s unique association with Quaid-i-Azam, Mr Mohammad Ali Jinnah, by charting the progress of the seven mastheads that have established DAWN’s brand identity. The objective was to demonstrate that the redesign undertaken, far from being radical, was an evolutionary journey across a span of 66 years; a journey firmly anchored in the legacy and traditions that have made DAWN Pakistan’s most credible, influential and widely read newspaper.