Instep Today

Pakistan’s The Bridal Uniform campaign wins at the Cannes Lions festival

Instep Today
By NewsBytes
Mon, 06, 18

One of the most prestigious award ceremonies that honour creativity in advertising, Cannes Lions 2018 recently took place from June 18 till June 22. The festival holds special significance for Pakistan as BBDO Pakistan, a renowned advertising company, brought two trophies home for its campaign called The Bridal Uniform, amidst over 32,000 entries from around the world.

Put together in collaboration with Ali Xeeshan Theatre Studio, the campaign for UN Women aimed to raise awareness on the prevalent issue of child marriage by hijacking the Bridal Couture Week in Lahore.

This is the third time in a row that BBDO has won the award and it is the only advertising company to have been recognized at the festival. Prior to this, they have brought four trophies home.

Reflecting on the subject, Ali Rez, Regional Creative Director, BBDO Middle East and Pakistan, said, “This is further proof that Pakistan can compete and win on a global level when it comes to creativity in advertising. BBDO is extremely proud to have brought these trophies home, and we hope that this accomplishment will inspire the industry to raise the bar overall.”

Aside from winning the award for The Bridal Uniform, two other projects from the agency also won Lion shortlists – a tremendous honor at a highly selective festival that only recognizes the best work in the world. One of them is called ‘Remake the Boxer’, Pakistan’s first FMCG campaign to be recognized at Cannes Lions; and the other one is Knowledge is Bulletproof, the world’s first bulletproof book bound with Kevlar that tells the story of Malala, Shazia and Kainat.

Cannes Lions, the International Festival of Creativity, is the most established and coveted award for the creative and marketing communications industry. It is a proud moment for Pakistan to win at such a prestigious ceremony where Jang Media Group represented the country.