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.)

2022 GLOBAL GRAND CONTENDER

Mobily #Everyone'sKingdom

Approximately 10% of the population in Saudi Arabia have some form of disability, and social awareness and understanding of persons with disabilities is lacking amongst the general population leading them to feel some sense of social exclusion from society. Mobily wanted to connect with the Kingdom during Saudi National Day to promoting a message of social inclusion. The #EveryonesKingdom initiative was designed to spark a conversation to bring forward a change in societal stereotypes towards people with disabilities, as well as empowering those with disabilities to explore their potential.

Brand: Mobily #EveryonesKingdom
Client: Mobily
Agency: M&C Saatchi UAE
Language: English

2022 GLOBAL GRAND CONTENDER

One Last Goodbye

Being the leading Argentine sports channel, at TyC Sports we felt the obligation to pay him a tribute worthy of Maradona's stature.  And amid countless farewells following his death, we realized that the most important one was missing: that of the ball, his great love. In only 2 weeks, "One last goodbye" had a highly positive impact, crossing borders and setting a precedent in the channel's history. With +13M organic reproductions in 78 countries, it has become the most watched commercial in TyC Sports' history.

Brand: TyC Sports
Client: TyC Sports
Agency: Mercado McCann
Language: English

2021 GOLD

Surf PSL

Surf excel leveraged the biggest sporting event PSL to the fullest in 2 ways. Firstly, instead of going down the beaten path of advertising alone, we went one step further to pick the tournament’s most popular team ‘Karachi Kings’ , building on the media and general public’s interest around them. Secondly and more notably, when the tournament resumed in November, we regrouped and ended up betting on the winning horse, we gave the team another title of Daaghon kay Champions through a mass media campaign.

Brand: Surf PSL
Client: Unilever Pakistan
Agency: MullenLowe Rauf
Language: English

FINALISTS

McDonald's Zalmi Deal McDonald's Zalmi Deal

Sensodyne Owning cricket with Sensodyne

Sunsilk Pakistan Sunsilk Wedding Diaries 2.0