Topical Marketing

This category reconizes cases that effectively leveraged immediate relevance, interest or importance via a targeted marketing/PR strategy around current events (e.g. elections, World Cup, Olympics, economics, etc.)

2021 SILVER

Sunsilk Sundays with Hania Aamir

The new-normal gave way to new consumer behaviors. With more Pakistanis getting on Zoom/Houseparty apps and realizing the importance of gaining a sense of community, #SunsilkGirlsTogether leveraged on immediate interests of these consumers. The campaign was a perfect blend that married brand purpose of 'opening possibilities for girls' with real-time consumer insights. Episodes were designed around home workouts, learning new recipes, and getting ready for Eid without having to step out! #SunsilkGirlsTogether was recognized by Google as the kind of content consumers were looking for.

Brand: Sunsilk Pakistan
Client: Unilever Pakistan
Agency: Team Reactivate Pvt. Ltd
Language: English

2021 SILVER

McDonald's Zalmi Meal

As Zalmi team’s sponsor, we had the option to use players in our communication. McDonald’s was challenged for growth during economic meltdown while customers were hurting with low purchasing power. We strategised giving price-off on a favourite menu item and called it Zalmi Meal. Setting it up as unbelievably low-priced we created highly engaging communication on a shoestring budget. Unable to afford the expensive PSL matches airing, we opted for more affordable airtime. The campaign connected with the customers cutting across PSL clutter and over delivered massively on all KPIs.

Brand: McDonald's Zalmi Meal
Client: McDonald's Pakistan
Agency: Manhattan Communications (Pvt) Ltd
Language: English

2020 SILVER

Warwick - School Lunch Debt

This effort sought to inspire a national push to end “lunch shaming” at the legislative level. Chobani achieved this by acting in real time and parlaying a local news story into a national conversation and legislative action.

Brand: Chobani
Client: Chobani, LLC
Agency: Chobani, LLC
Language: English

FINALISTS

McDonald's Zalmi Deal McDonald's Zalmi Deal

Sensodyne Owning cricket with Sensodyne

Sunsilk Pakistan Sunsilk Wedding Diaries 2.0