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.”

 

  1. 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.

 

  1. 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.

 

  1. 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.

 

  1. 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.

 

  1. 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.

 

  1. 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.

 

  1. 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.

 

  1. 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.

 

  1. 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.

 

  1. 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.

 

  1. 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.

 

 

  1. 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.

 

  1. 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.

 

  1. 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.

 

  1. 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’.

 

  1. 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.

 

  1. 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.

 

  1. 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.

 

  1. 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.

 

  1. BEST IN DIGITAL

Brand: UN Women Pakistan

Company: UN Women Pakistan

Agency: BBDO Pakistan, The Videographers, Azad Film Company

Campaign Title: #BeatMe

 

  1. 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.

 

  1. 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

 

  1. 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.

 

  1. 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.

 

  1. PASSION FOR PAKISTAN
  2. 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.

 

 

  1. Brand: HBL

Company: Habib Bank Limited

Agency: J. Walter Thompson

Campaign Title:  HBL PSL 2016

 

  1. SEASON SPECIAL

Brand: Surf Excel

Company: Unilever Pakistan

Agency: Lowe Lintas, Mindshare Pakistan, MullenLowe Rauf, Kinetic Pakistan, Absolute Productions

Campaign Title: Madad Ek Ibadat

 

  1. 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

 

  1. 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.

 

 

  1. 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.

 

  1. TOP BRAND 2016

Brand: Coca Cola

Company: The Coca-Cola Company

 

  1. BEST NATIONALLY ORIGINATED CAMPAIGN

Brand: Refree

Company: Evyol Group

Agency: Aray Wah

Campaign Title: Lambay Aur Motay Gannay!

 

  1. 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