Staff Reporters
Jun 6, 2019

2019 Cannes contenders: 'Truck Art Childfinder' by BBDO Pakistan

Work for Berger Paints created a new form of media and a very good reason for using it.

2019 Cannes contenders: 'Truck Art Childfinder' by BBDO 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: Truck Art Childfinder
Agency: BBDO Pakistan
Client: Berger Paints 

Nominated by:

Jamal Hamidi, executive creative director, global, DDB Group Hong Kong:

In recent years, we’ve seen brands shoehorning themselves into social purpose conversations where they just don’t belong. And sure, doing good for the world is a noble cause. But in so many cases, their efforts feel inauthentic because they haven’t found a natural reason to be involved. Hats off, then, to Berger Paints for creating a campaign that is not only a good cause, but one where they play a unique role. The idea of creating media where there is no media by using Pakistan’s traditional painted truck art, and then using it to help find missing children, is simple, elegant, and more importantly, is a case of a company using its products to help solve a social problem.

Joakim Borgström, CCO, BBH Singapore:

Brilliant use of classic Pakistani truck art for a cause. It’s like the classic milk carton kids, but on wheels. I wish ideas like this were done on scale.

Source:
Campaign Asia

Related Articles

Just Published

8 hours ago

Brands plan for a quiet Pride Month

Agencies report dwindling projects and an overall lack of communication from clients regarding Pride Month plans.

8 hours ago

Bosch partners with Amnet and Samsung for weather-ac...

The initiative harnesses weather API and CTV to boost awareness of Bosch's new machines, with impressive results in Mumbai.

8 hours ago

Havas Worldwide retains Durex creative duties

As reported earlier by Campaign India, the pitch had several big-ticket agencies vying for the plum account alongside the incumbent.

9 hours ago

Queer Ad Folk: Good allies must call out the ...

Deborah Whitfield, head of production and executive producer, Factory Studios, shares her experience.