As part of a campaign for Berger Paints, BBDO Pakistan/Impact BBDO have collaborated with artist and activist Samar Minallah Khan and Roshni Helpline to put a local form of art, ‘truck art’, to good use.
Transport and goods trucks traveling across Pakistan are customarily painted and decorated with elaborate floral patterns, animals, icons, portraits and calligraphy. The popularity of the messages seen on these, especially by commuters, made way for what became truck art.
These painted works of art often include portraits of famous personalities — actors, sportspeople, military chiefs and politicians.
However, in the case of ‘Truck Art Childfinder’, instead of the usual personality portraits, BBDO collaborated with local truck artists to paint portraits of missing children, along with a helpline number.
One of the key issues around locating missing children in Pakistan is that these children are displaced very quickly to remote parts of the country, where traditional media does not reach. What does travel into these media dark areas, are goods trucks.
This is what makes this campaign highly effective in media innovation that gets the message to distant areas.
Within the first week of the trucks being released, 313 calls have been received on the number from all parts of Pakistan.
Agency: BBDO Pakistan / Impact BBDO Dubai
Marketer: Berger Paints / Roshni Helpline
Executive Creative Director: Ali Rez
Artist: Samar Minallah Khan
Chief Creative Officer: Paul Shearer
Creative Directors: Assam Khalid / Hira Mohibullah
Associate Creative Director: Moiz Khan
Writer: Huma Mobin
Strategic Planning Director: Assam Khalid
Account Manager: Zain Aslam
Managing Director: Irfan Fatmi
Designer: Ahmed Mustafa
Production: Sarah Tareen Productions