Samar Minallah’s truck art campaign has won an award at London International Awards (LIA) 2019. The unique idea of using truck art as a moving billboard has not only resonated in the creative circles but is making Pakistan proud.
LIA is one of the world’s most prestigious global award shows, has announced its winners and several agencies and campaigns from Asia are proud recipients of its metals. Created for creatives, LIA has the highest calibre of jurors in all disciplines. Asian countries included in the LIA winners list are the following: China, Hong Kong, Japan, Korea, Philippines, Singapore, Thailand, United Arab Emirates, and the Philippines.
Impact BBDO in the United Arab Emirates wins 2 Silvers for its Truck Art Child Finder. The project was done in collaboration with renowned conceptual artist and anthropologist Samar Minallah Khan. They were in the list of top winning campaigns from each Asian country.
Truck Art is a very popular art form in Pakistan where traditionally portraits of celebrities are painted on the back of trucks that travel up and down the country. As part of this campaign, Samar Minallah Khan and her team of truck artists replaced celebrity images with paintings of missing children. The trucks then travelled across Pakistan to help spread awareness in remote parts of the country where regular media coverage is almost non-existent.