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.)

2023 GLOBAL GRAND

The Currency of Corruption

In Lebanon, a country that was plagued with every political, economic, and social crisis imaginable, women gender-based-violence (GBV) survivors were not seeking help, believing that their safety isn’t a priority versus the other problems they faced. So, with women’s rights NGO, ABAAD, we reminded women their safety from domestic abuse was a PRIORITY TOO. Using an effective mix of social media, influencers, and on-ground engagements, we offered help by providing ABAAD’s helpline. In doing so, we shifted women’s safety against gender-based violence from not a priority to a priority too.  

Brand: Lebanese Transparency Association (LTA)
Client: Transparency International Lebanon (TI-LB)
Agency: Publicis Groupe - Leo Burnett Middle East
Language: English

2022 BRONZE

Zalmi Wrap Meal

McDonald’s wanted to drive trial of its Wraps, where competition already had established offerings. A Zalmi Meal was created for promotion during PSL. As sponsor of the team, we roped in players to announce a Wrap Battle playing on the homophone Rap to create confusion. The hilarious execution had target audience in fits. McDonald’s wraps became talk of the town. Blow came with cancellation of PSL and dine-in due to Covid19. We re-strategized, pushing deliveries and drive-thru, and went on, not only to meet, but exceed our sales targets.

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

2022 BRONZE

Drive, Camera, Action!

COVID-19 had dulled Pakistan’s spirits as people suffered medically, economically, and were starved for entertainment during the lockdowns. Jazz took this opportunity to lift Pakistan’s spirits by being disruptive for good: Creating Pakistan’s first COVID-19 compliant drive-in cinema. With people cooped up indoors for a year, the drive-in cinema provided a safe opportunity to have fun. Entire experience was enabled by JazzCash in a completely contactless ecosystem. We brought back the cinema experience to Pakistan, achieving +40% JazzCash activations, 6+ million digital reach, 5000+ user generated posts, entertaining 50,000 Pakistanis.

Brand: Drive In Cinema
Client: PMCL JAZZ
Agency: Fishbowl (Pvt) Ltd
Language: English

FINALISTS

McDonald's Zalmi Deal McDonald's Zalmi Deal

Sensodyne Owning cricket with Sensodyne

Sunsilk Pakistan Sunsilk Wedding Diaries 2.0