The COVID-19 pandemic has had a severe impact on the world, including Pakistan, where the virus has claimed over 6,000 lives and left a far-reaching socioeconomic crisis in its wake. Every year, on Independence Day (August 14th), the sound of the national anthem echoes across the country. This year however, in light of the coronavirus, Unilever Pakistan teamed up with Impact BBDO and BBDO Pakistan to deliver the anthem in a manner that was never heard before: sung through face masks.
The performance features acclaimed Pakistani singer Shehzad Roy and an accompanying choir–the short and emotionally charged video sees Roy leading the vocals on the anthem with a group of singers, who are all wearing face masks. The anthem appears to have a slightly muffled sound, as vocals usually are when heard through masks, but it retains the same powerful emotions it is designed to bring alive. The visuals also showcase a diverse image of the country, with Pakistanis from all backgrounds, especially minorities, represented performing the anthem together.
Directed by Zeeshan Parwez and created by Ali Rez and his team at Impact and BBDO Pakistan, the aim of the anthem is to communicate the personal responsibility every Pakistani has, to fight against COVID-19. Among recommend safety protocols, wearing a face mask, according to the W.H.O greatly reduces the chances of spread of the virus. This can be further complemented with ensuring hand hygiene and physical distancing. The powerful call-to-action in the performance connects to the first lines in the anthem itself: Pak sur zameen, which means This pure land, and asks Pakistanis to wear a mask in order to purify the country of coronavirus.
CreditsClient Unilever Pakistan Agency Impact BBDO Dubai/BBDO Pakistan Ali Rez, regional executive creative director/writer; Atiya Zaidi, Hira Mohibullah, executive creative directors; Fatima Ansari, Faryal Ali, creatives; Qasim Ahmed, designer. Production Red Cape Films Zeeshan Parwez, director; Shahrukh Hayat, Hasan Abidi, producers; Haider Hassan line producer; Sadiq Azeem, DP; Attire Khatri, 1st AD; Hassan Abidi, line producer; Bazey Khan, art director; Hina Aijaz, assistant art; M. Asad, wardrobe stylist; Sajid, Alam, hair & makeup. Music Shani Arshad, music producer; Shahzad Roy, singer and voiceover. Postproduction Studio Rokhan Abubakar Saddique, editor/colorist.
Barilla, LePub Navigate Subway Commute To “Togetherness”
On World Pasta Day, October 25, Barilla partnered with the NYC subway to turn its iconic “Spaghetti n°5” pasta boxes into “Togetherness Tickets,” offering free subway rides. At a special Barilla newsstand near Hudson Yards station, commuters could pick up a pasta box that, with a tech insert, worked like a regular subway ticket to open the turnstiles.
More than just a ticket, Barilla’s campaign was an invitation for individuals to step out of their solitary routines and connect with their loved ones over a delicious pasta meal. According to a global survey commissioned by Barilla in August 2023, 60% of respondents confessed to eating alone more frequently over the past two years, forsaking shared meals for a quick bite on their own.
The primary reason cited for this shift toward solitary dining is busy work schedules. A significant 48% of people surveyed lamented that their working hours kept them from sharing meals with their loved ones, highlighting the impact of our on-the-go lifestyles on quality time spent with family and friends. Additionally, geographical distances from family and friends contributed to the rise of solitary meals, with 37% acknowledging it as a growing obstacle.
Although people are increasingly eating alone, as a resounding 63% of people admitted to eating solo during the week, a remarkable 93% believe that regularly sharing meals has a positive impact on relationships with friends and family. Building on this emerging desire, Barilla wanted to remind us of the impact of food and more specifically pasta, in fostering better human connections.
Sometimes a friend or family member is just a few subway stops away. So get together and share a pasta meal with a box of Barilla, which also serves as a... Read More