Hobby home page
Electriclime gif
IPA Banner Global Recognition
jw collective
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

Berger Paints Uses Classic Pakistani Truck Art to Help Find Missing Children

Creative 1.0k Add to collection

BBDO Pakistan/Impact BBDO team up with artist Samar Minallah Khan and Roshni Helpline to launch 'Truck Art Childfinder'

Berger Paints Uses Classic Pakistani Truck Art to Help Find Missing Children

As part of a campaign for Berger Paints, BBDO Pakistan/Impact BBDO have collaborated with artist/activist Samar Minallah Khan and Roshni Helpline to find an ingenious use for a local form of art called ‘Truck Art’, in which transport and goods trucks travelling across the country are customarily painted and decorated with elaborate floral patterns, animals, icons, portraits and calligraphy.

These brilliantly painted works of art often include portraits of famous personalities - actors, sportspersons, military chiefs, and politicians. However, in the case of 'Truck Art Childfinder', instead of the usual personality portraits, BBDO collaborated with local truck artists to paint portraits of missing children, along with a helpline number. 

One of the key issues around locating missing children in Pakistan is that these children are displaced very quickly to remote parts of the country, where traditional media does not reach. What does travel into these parts are goods trucks, which is what makes this campaign highly effective in media innovation that gets the message to distant areas.

Within the first week of the trucks being released, 313 calls have been received on the number from all parts of Pakistan. 

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Creative Agency

Creative Agency: BBDO Pakistan/Impact BBDO

Genres: People

Categories: Home, Decorating

BBDO Asia, Mon, 18 Feb 2019 10:08:24 GMT