PAS Awards is an initiative by Pakistan Advertisers Society (PAS) which acknowledges and celebrates ‘ideas and creativity that works’. The award programme evaluates campigns holistically with special emphasis on effectiveness or results of marketing and advertising efforts against defined objectives. As Qamar Abbas, Executive Director – PAS puts it, “Awards are given to the most creative, innovative and inspiring campaigns that deliver on results that serve as a benchmark for other brands and companies. Serving as a platform that recognizes great work, the award program helps raise the standard of communication in Pakistan. The recognition also encourages the industry professionals to strive for excellence in the field by trying new ideas and strategies and bringing innovation in use of the various communication mediums. PAS Awards creates a healthy competition between companies and their creative/media agencies, challenging them to be better every year.”
Making it bigger and better, in 2017 the awards program had 20 regular and 12 special categories. The jury was led by Ehsan A. Malik, CEO, Pakistan Business Council, and a stalwart of the industry. In addition, there were 3 special awards; ‘Top Brand 2016’, ‘Campaign of the Year’ and ‘Best Nationally Originated Campaign’ in which marketing and advertising professionals competed with their most creative and effective campaigns. Apart from the aforementioned, two new award categories announced this year were ‘Campaign for Good’ and ‘Corporate Campaign’.
“When PAS Awards first started in 2011, we only received 98 entries, but this year we received almost 350 entries, which shows the increasing interest and participation from the industry. Over these seven years, we have seen marked improvement in originality of ideas, innovation, creative execution, which has translated in to making the campaign more effective. I believe that Pakistani brands are continuously improving their marketing and advertising strategies, which will eventually lead to an internationally competitive market. Brands are tailoring their advertisements according to the niche they want to target.”Qamar Abbas further comments about how the program has evolved over the years. “Also, in 2011 we had 13 product/service based categories like Banking & Financial Services, Beverages Cold, Beverages Hot, Breakfast Foods & Dairy etc. PAS has continuously introduced new categories to encourage as well as acknowledge efforts towards marketing and advertising communication and campaigns, with a specific focus. These include purpose-oriented communication and campaigns which goes beyond business objectives, innovative media usage, campaigns that enhance the image of Pakistan, leveraging special events and occasions etc.”
“We have seen immense participation in these newly introduced categories; rather some of them are the most competitive ones. This shows that clients and agencies in Pakistan are responsive towards new and innovative approaches in communication, and are not lagging behind the changing trends. And this is what our award program incentivizes.”
- AGRICULTURE AND RELATED INDUSTRIES
Brand: Refree
Company: Evyol Group
Agency: Aray Wah
Campaign Title: Lambay Aur Mottay Gannay!
About the Campaign: Tallest cricketer in the history of cricket, Mohammad Irfan, featured in this eye catching and creative campaign for Evyol group for their brand Refree which ensures height and strength in the sugarcane crop.
- AUTOMATIVE, TRANSPORT AND ALLIED INDUSTRY
Brand: Shell Rimula
Company: Shell Pakistan
Agency: J. Walter Thompson, Azad Film Company
Campaign Title: Shella Rimula Real Destinations
About the Campaign: The campaign is about the life of truck drivers and farmers of Pakistan, their dreams and aspirations and emphasizes on the hard work they put in every single day. Shell Rimula contributes by providing them with premium oils that ensure engine protection against wear and tear, making the journey towards reaching their dreams smooth, regardless of the driving conditions.
- BANKING AND FINANCIAL SERVICES
Brand: Bank Alfalah
Company: Bank Alfalah Limited
Agency: Mullenlowe Rauf, Azad Film Company
Campaign Title: Bank Alfalah Islamic
About the Campaign: With the tagline, “The Way Forward” Bank Alfalah runs a magnanimous Corporate Social Responsibility Program to contribute to the social developmental process of the communities it serves. From reaching out in the face of natural calamities to contributing to the socio-economic development of the communities, Bank Alfalah stands besides its customer base in every field of life.
- BEVERAGES – COLD
Brand: Coca-Cola
Company: The Coca-Cola Corporation
Agency: Soho Square, Starcom, Digitz, Kinetic, the Vision Factory
Campaign Title: Zalima Coca-Cola Piladay
About the Campaign: The Coco-Cola campaign ‘Zaalima Coca-Cola Pila De’ featured the stars of this generation, Umair Jaswal and Meesha Shafi. The song was the revamped version of Madam Noor Jehan’s ‘Zaalima Coca-Cola Pila De’, with the electrifying voices of the ‘Mor Mahal’ stars enticing all to go and grab their Coca-Cola’s.
- CONFECTIONARY AND SNACKS
Brand: Oye Hoye
Company: United Snacks
Agency: Ogilvy & Mather, Hastag Tribe, Maxus Global, Addymics, Stimulus Production, Soho square
Campaign Title: Oye Hoye Launch Campaign
About the Campaign: Oye Hoye’s campaign showing Fawad Khan in a double role carrying out slapstick antics charmed the audience.
- CONSTRUCTION, REAL ESTATE AND ALLIGED INDUSTRIES
Brand: Diamond Paints
Company: Diamond Paints
Agency: Adcom Leo Burnett, Adcom Zenithoptimedia, Echo Digital Marketing, ID Creations
Campaign Title: Dil Deewar Saaf
About The Campaign: Based on the idea of focusing on relationships more than the material aspects of life, the campaign showed people who live life fully by rising above tense situations, cleansing their hearts just as easily as Diamond Ace Durasilk cleans away all the stains from the walls – Dil, Deewar, Saaf.
- COSMETICS AND PERSONAL CARE (MEN, WOMEN AND CHILDREN)
Brand: Lux
Company: Unilever Pakistan
Agency: JWT, TML, Activations, Mindshare, Creative Chaos, Arrow
Campaign Title: Lux White Re-Launch Campaign
About The Campaign: The lux campaign featured Mahira Khan and Fawad Khan highlighting the sensuality and freshness the brand can deliver.
- CULINARY
Brand: Mezan Cooking Oil
Company: Paracha Textile Mills
Agency: Adcom Leo Burnett, Adcom, Zenithoptimedia, ID Creations
Campaign Title: Mezan Ramadan 2016
About The Campaign: Mezan Oil & Banaspati Ramzan 2016 TVC showed love and family values. Mezan also saluted the purest form of love existing in the world; a mother’s love towards her child.
- OFFICE FURNITURE
Brand: Interwood – Office Furniture
Company: Interwood Mobel (Pvt.) Ltd
Agency: IAL Saatchi and Saatchi
Campaign Title: Flo and Space Workstation Launch
About The Campaign: The campaign showed that a workstation is ideal for use in small offices, FLO workstation tops are linkable, which makes it easy to create more surface. It also highlighted how partitions can be equipped with accessories, its easy installability, and other unique characteristics that blend well with modern lifestyles and choices.
- EVENTS
Brand: FPCCI Focus PK 16
Company: FPCCI Focus PK
Agency: Bond Advertising, Aikman Studios, Talking Point, Mind Map Communications
Campaign Title: Focus PK 16 Entertainment and Production Conference
About The Campaign: The first and only platform which showcased the business of entertainment in its entirety, featuring film, theater, television, music, print and electronic media. The two-day event aimed to connect professionals for the evolution and growth of the industry both locally and globally, as well as including creative, technical and financial experts.
- FABRIC CARE, HOME CARE AND FURNISHING
Brand: Surf Excel
Company: Unilever Pakistan
Agency: Lowe Lintas, Mindshare Pakistan Limited, Mullen Lower Auf, Kinetic Pakistan
Campaign Title: Madad Ek Ibadat
About The Campaign: In Surf Excel’s Madad ek Ibadat campaign, dozens of “Shelters of Kindness” have been set up around major cities to encourage people and children to help others and donate old clothes to the needy. And the best part is the clothes will be washed and dried before being handed out.
- FOOD AND DIARY
Brand: Nurpur
Company: Fauji Limited
Agency: Fishbowl (Pvt) Ltd Stimulus Productions
Campaign Title: Nurpur Corporate Thematic
About The Campaign: A wholesome life is what Nurpur stands for with Health, Energy and Taste, being the vital ingredients. The ad showed tempting Nurpur products using amazing creative visualization.
- HOSPITALS, HEALTHCARE AND HYGEINCE
Brand: The Indus Hospital
Company: The Indus Hospital
Agency: Manhattan Communications
Campaign Title: Rishta Nahi Ehsaas Zaroori Hai
About The Campaign: Endorsed by Anwer Maqsood, the campaign asks people to donate their zakat to the Indus Hospital. The ad also communicates the message that Indus Hospital treats people for free and has better equipment for the needy people.
- ICE CREAM AND DESSERTS
Brand: Cornetto
Company: Unilever Pakistan
Agency: BBPR, Empact Activations, Mindshare
Campaign Title: Cornetto 2016
About the Campaign: Zoe Viccaji and Umair Jaswal featured in the campaign, singing the song, “jhoom” that showed fun and excitement at a beach party.
- PUBLIC SERVICE AND CSR
Brand: UN Women Pakistan
Agency: BBDO Pakistan, the Videographers, Azad Film Company
Campaign Title: #Beatme
About The Campaign: #BeatMe campaign showcases a woman inviting a man to beat her, but at things she is good at. The campaign, aims to inspire women to reaffirm that they are stronger than they are made to believe, and aims to shatter the perception that a woman is weak, taking her from someone who is ‘beatable’ to being ‘unbeatable’.
- TELECOMMUNICATION HARDWARE AND CONSUMER ELECTRONICS
Brand: Haier
Company: Haier Pakistan
Agency: Synergy Dentsu Marketing Works
Campaign Title: Sirf DC Nahi, Haier Ka Mukammal DC Inverter
About the Campaign: Featuring Sohai Ali Abro and Adnan Siddiqui, the campaign shows that Haier DC Inverter A/C’s let consumers enjoy summers with high speed cooling at lower electricity costs.
- TELECOMMUINCATION SERVICE PROVIDERS
Brand: Telenor
Company: Telenor Pakistan
Agency: Adcom Leo Burnett, OMD Pakistan, Stimulus Productions
Campaign Title: Sacha Saath
About The Campaign: The campaign “Sacha Saath” represents the motto of enriching the lives of thousands of Pakistanis by connecting them, bringing them together, delighting them, making them laugh, making them smile and making their lives a little more special.
- TEXTILE, FASHION AND ACCESSORIES
Brand: Borjan
Company: Borjan
Agency: Adcom Leo Burnett, Adcom ZenithOptimedia, 9.8 Films
Campaign Title: Join the Fashion Walk
About the Campaign: The campaign shows that shoes are a reflection of an individual, providing style and comfort, featuring Mehwish Hayat.
- BEST IN BTL ACTIVATIONS
Brand: Jazz
Company: Jazz & Lahore Qalandars
Agency: Spark Pakistan, Heptagon, IAL Saatchi & Saatchi, Lahore Qalandars, Jang Group, Geo Network
Campaign Title: Jazz Rising Stars
About the Campaign: Jazz Rising Stars, an initiative by Jazz and Lahore Qalandars, aims to find hidden cricketing talent, provide them a platform and equip them with the right resources to shine.
- BEST IN DIGITAL
Brand: UN Women Pakistan
Company: UN Women Pakistan
Agency: BBDO Pakistan, The Videographers, Azad Film Company
Campaign Title: #BeatMe
- BEST IN PR
Brand: Djuice
Company: Telenor Pakistan
Agency: Adcom Leo Burnett, OMD Pakistan, The Digital Factory, Catwalk, TruBrew Records, Citrus Talent, Google/Youtube Pakistan & Singapore
Campaign Title: #OyeKucchhKarGuzar
About the Campaign: Launching first online Pakistani film, “Oye Kuch Kar Guzar”, djuice took their marketing to the next level and showed Pakistani culture and areas of Pakistan.
- CAMPAIGN FOR GOOD
Brand: Jazz
Company: Jazz & Lahore Qalandars
Agency: Spark Pakistan, Heptagon, IAL Saatchi & Saatchi, Lahore Qalandars, Jang Group, Geo Network
Campaign Title: Jazz Rising Stars
- CORPORATE CAMPAIGN
Brand: HBL
Company: HBL
Agency: J. Walter Thompson, Mindshare Pakistan
Campaign Title: HBL PSL 2016
About the Campaign: The campaign featured HBL sponsored Pakistan Cricket team stars Ahmed Shehzad, Shahid Afridi and Umar Gul.
- MEDIA INNOVATION
Brand: Jang
Company: Jang Media Group
Agency: IAL Saatchi & Saatchi, Seeme Productions
Campaign Title: Jang Classified Barson Ka Aietmad – QR Code
About the Campaign: Jang Media Group is the first to introduce Augmented Reality for news and editorial purposes in Pakistan. The group has introduced QR codes in Jang classified and launched Jang Real Application allowing customers to showcase their product in a more elaborate way through pictures and videos.
- PASSION FOR PAKISTAN
- Brand: Coca-Cola
Company: The Coca-Cola Export Corporation
Agency: Soho Square, Kinetic, Starcom, Digitz, the Vision Factory
Campaign Title: Pakistan Kay Naam
About the Campaign: Coca-Cola pays tribute to Pakistan and Pakistani’s across the world, by changing its color from Red to Green and printing hundreds of Pakistan Ke Naam on its bottles. The ad features celebrity Fawad Khan.
- Brand: HBL
Company: Habib Bank Limited
Agency: J. Walter Thompson
Campaign Title: HBL PSL 2016
- SEASON SPECIAL
Brand: Surf Excel
Company: Unilever Pakistan
Agency: Lowe Lintas, Mindshare Pakistan, MullenLowe Rauf, Kinetic Pakistan, Absolute Productions
Campaign Title: Madad Ek Ibadat
- PLATFORM AWARD – BEST IN TV
Brand: Coca-Cola
Company: The Coca-Cola Export Corporation
Agency: Soho Square, Starcom, the Vision Factory
Campaign Title: Zalima Coca-Cola Pila Day
- PLATFORM AWARD – BEST IN OOH
Brand: Lux
Company: Unilever Pakistan
Agency: Kinetic Pakistan
Campaign Title: LUX Style Awards Experiential Billboard
About the Campaign: For the first time in Pakistan, an exclusive billboard was put up promoting the LUX Style Awards that showered people with glitter.
- PLATFORM AWARD – BEST IN PRINT
Brand: Soneri Bank
Company: Soneri Bank
Agency: Adcom Leo Burnett, Adcom ZenithOptimedia
Campaign Title: 14th August
About the Campaign: Soneri Bank’s Independence Day print campaign was embedded with a QR Code which when scanned, directed readers to the recording of the radio broadcast transmission announcing the independence of Pakistan on 14th August 1947 at 12 am by Mustafa Hamdani on Radio Pakistan. This award represents Soneri Bank’s innovative and breakthrough approach to communication.
- TOP BRAND 2016
Brand: Coca Cola
Company: The Coca-Cola Company
- BEST NATIONALLY ORIGINATED CAMPAIGN
Brand: Refree
Company: Evyol Group
Agency: Aray Wah
Campaign Title: Lambay Aur Motay Gannay!
- CAMPAIGN OF THE YEAR
Brand: Surf Excel
Company: Unilever Pakistan Limited
Agency: Lowe Lintas, Mindshare Pakistan Limited, Mullen Lowe Rauf, Kinetic Pakistan
Campaign Title: Madad Ek Ibadat