Babar Khan Javed
Aug 14, 2017

5 campaigns for Pakistan's Independence Day 2017

Teamwork, diversity, inclusion, hard work and perhaps inevitably, cricket, feature in our look at some of this year's brand campaigns and promotions.

5 campaigns for Pakistan's Independence Day 2017

In honor of Pakistan's 70th independence day, we take a look at some of the brand campaigns and promotions celebrating the only country to have been created in the name of Islam.

Bonanza: Starting off with the rhetorical "What is freedom?" the best ad on this list is from the point of view of Bismah Maroof, a 26-year-old international cricketer for the Pakistan national women's cricket team. The ad goes over various examples of how women in Pakistan act on their freedom. The ad concludes with a montage and voice-over saying: "Freedom is someone's voice, it's someone's mindset, it's my perseverance." The creative agency is Ogilvy & Mather. The account is managed by Naved Qureshi and Haniya Hasan, while the creative direction came from Ali Askari, Rabiya Hamid, Shehryar Ali, and Sameed Anees. The TVC was produced by Pixel Perfect Films, led by Seher Usman-Alavi and Kamal Khan.

Habib Metro Bank: Produced by Alia Chughtai and Javed Jabbar, this advert focus on the diversity of Pakistan. A patriotic track by Pakistan-based EDM duo SomeWhatSuper plays over the four-minute ad, cycling through every example the creators could find to represent the symphony of Pakistan's united and rich identity.

Yayvo: The online marketplace has made it clear and simple. Green and white imagery, and discounts related to the number 70. Enough said.

Khaadi: The second best ad on this list communicates a very deep message, taking in metaphors from the core portfolio of Khaadi, without ever showing the product or attempting to make a buck off the day. It then features a montage of people across Pakistan, all proclaiming "I am also Pakistan". The ad celebrates inclusion, diversity, and independence.

Wall's Pakistan: Using the ingredients from a National Day recipe to tell the story of how teamwork, patience, and hard work created a nation from nothing, this light-hearted ad from Wall's is both eye candy and heartwarming. The advert was directed by Imran Taighoon Shah of Pixel Perfect Films while the agency was MullenLowe Rauf, with the account led by Muhammad Saeed Durrani, Nabil Nasir, and Mahreen Pasha. At the time of campaign conceptualization, the brand was led by Asad Malik, assisted by Azka Waqar and Khaula Hafeez.

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