EBM / Pakistan / 2024Film
Incomplete Anthem.
Ahead of Independence Day, EBM released Pakistan's national anthem with every few lines missing, standing for the one in four children who can't read it.
- Brand
- EBM
- Agency
- IMPACT BBDO
- Market
- Pakistan
- Region
- Global
- Year
- 2024
The challenge
Biscuit maker EBM wanted to turn awareness of Pakistan's literacy crisis into donations, and to alter a national symbol without causing a backlash.
The idea
IMPACT BBDO and BBDO Pakistan cast real children, some of whom had never been to school, and filmed them without scripts as the anthem played with verses removed. Jami Azad of Azad Films directed. A print ad with a QR code led to donation pages, and influencers and media carried the film. The entry says the children who were out of school are now in school.
Results
- PKR 60 million in donations and 6,500 new school enrolments, according to the Dubai Lynx entry
- 39.1 million impressions and 86% TV reach in three days, by the entry's figures
- The entry says the campaign led to an official government action plan on child literacy
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2025Entertainment – Fiction & Non-Fiction Films up to 5 minutesSilver
Credits
- Creative agency
- IMPACT BBDO Dubai
- Production
- SeeMe Production
- Production
- BBDO Pakistan
- PR
- Syntax Communications
- PR
- Volk Active
- Media placement
- Brainchild Communications
- Chairman and CEO, Impact BBDO
- Dani Richa
- Chief Creative Officer, Impact BBDO
- Ali Rez
- CEO UAE, Impact BBDO
- Ghassan Kassabji
- Managing Director, Impact BBDO
- Jad El Rabahi
- Creative Director, Impact BBDO
- Rana Sadek
- Traffic Manager, Impact BBDO
- Grenald Alves
- Executive Creative Director / CEO, BBDO Pakistan
- Atiya Zaidi
- Senior Creative Group Head, BBDO Pakistan
- Amar Ali
- Senior Account Manager, BBDO Pakistan
- Maria Haider
- Business Director, BBDO Pakistan
- Idrees Hussian
- Media Manager, Syntax
- Maaz Siddiqui
- Head of corporate communications, Sustainability, and PR, EBM
- Attiyah Inam Khan
- GM Marketing, EBM
- Aaminah Saeed
- Executive Director, EBM
- Shahzain Munir
- Editor, Impact BBDO
- Sanil Chandran
- Head of Audio Visual, Impact BBDO
- Benjamin DeSouza
- Director, Azad Films
- Jami Azad
- Writer, Impact BBDO
- Archna Singh
- Designer, Impact BBDO
- Shabir Shahan
- Motion Designer, Impact BBDO
- Muhammad Jan-e-Alam
