The 2019 Dubai Lynx Grand Prix winners are:
Design Grand Prix I Direct Grand Prix I Print & Outdoor Craft Grand Prix BBDO PAKISTAN / IMPACT BBDO, DUBAI, ‘Truck Art Childfinder’, Berger Paints
THE IDEA
Every year, more than 3000 children go missing in Pakistan. A large number of these children are kidnapped and trafficked, with countless cases of abuse and mutilation. There are few mechanisms to aid in their recovery. Roshni Helpline is an NGO that is dedicated to recovering missing children and reuniting them with their families. It needed a unique communication tactic which would help them with their mission. It collaborated with Berger Paints, a brand with a vision to contribute to social good through a relevant use of their products. This is how the idea of “Truck Art” came to life. It is a unique form of art found in Pakistan where transport and goods trucks traveling 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. Truck owners and drivers routinely compete with each other to build the most ornate truck possible, as it drives business. It is a distinctively Pakistani cultural icon: much loved and well followed. This was the unique media platform used: in place of famous personalities, portraits of missing children were painted on these trucks in the style of truck art, with a helpline number. Local truck artists and regional trucking companies worked on this project to ensure that not only would the art look authentic, but would be properly disseminated.
When you sit in a jury room looking at hundreds of case studies, you can become desensitised to the results sections. But you can’t argue with the result of reuniting three children with their parents. We will be talking about the beautiful ‘Truck Art Childfinder’ idea for many years to come. Outdoor Jury President, Alan Kelly, Executive Creative Director, Rothco Accenture Interactive