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.
