|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
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.