Staff Reporters
May 29, 2018

2018 Cannes contenders: 'Celebrating 70 years of Independence' by Gul Ahmed

In celebrating Independence Day, brands across all categories in Pakistan produce short and long-form TVC's that find some way to sneak in their products. The market leader in eastern apparel took a completely different approach.

2018 Cannes contenders: 'Celebrating 70 years of Independence' by Gul Ahmed
We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.

Contender: Celebrating 70 years of Independence
Agency: SOC Films
Client: Gul Ahmed

Nominated by

Sheikh Danish Ejaz, chief brand evangelist, Penumbra

This is how you use the true power of narrative. In Pakistan, where everyone complains about what the country has given to them, often forgetting what they should give to the country. This communication highlights it beautifully. A story of a taxi driver who is just focused on his own small world, and is ignoring the world around him, thanklessly observing Independence Day by criticizing everyone’s excitement and motivation. Placing the focus completely on the theme and not pushing the product even subtly shows how focused the brand was to celebrate the soul of the day.

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