Staff Reporters
May 29, 2018

2018 Cannes contenders: 'What matters is inside' by J. Walter Thompson Pakistan

The first in a series for Shell, this ad shows the journey of a hardened trucker, his story below the surface and the human hidden behind these layers.

2018 Cannes contenders: 'What matters is inside' by J. Walter Thompson Pakistan
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: What Matters Is Inside 
Agency: J. Walter Thompson Pakistan
Client: Shell

Nominated by:

Sheikh Danish Ejaz, chief brand evangelist, Penumbra

This ad depicts the lifestyle of its target audience in a most beautiful way. A life of long distance heavy vehicle driver is a life hidden behind the hustle and bustle of city life. Although they play an integral role in the economy of the country but on an individual level! Their own life is unheard of. Shell Rimula, a product used by these unsung heroes picks up a unique insight of their life and highlights it through its communication. For me, it was a perfect mix of the emotional and functional aspects of the brand that are translated into all mediums effectively,

Danish Ayub, CEO, MWM Studioz

The TVC is narrated from the perspective of the truck driver who laments how the world sees his for his profession, with visuals scoping through his day to day that hardens his appearance even more. The copy then shifts the narration away from the subject and reminds us that what matters most is inside, that every truck driver is also a responsible son, husband, brother, and provider. For Shell to tell the stories of its customer base and for JWT to curate a series of stories for them that shows the less glamorous and truly gritty side of the actual customer base, is commendable.

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