A renowned documentary filmmaker and anthropologist, Samar Minallah’s pioneering social initiative in using truck art for social change resonated with the creatives at an ad agency BBDO and they collaborated with her and her team of talented truck artist, in using this indigenous medium for a ground-breaking cause — to find missing children. ‘Truck Art Childfinder’ has now stormed the world by picking up four Cannes Lions at the Cannes International Festival of Creativity.
The Cannes Lions Awards were won across four different categories: a Silver Lion in Design, a Silver Lion in Industry Craft, a Bronze Lion in PR, and a Bronze Lion in Direct. Cannes Lions is the premier creativity festival in the world – this year, more than 30,000 entries were judged.
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.
Samar Minallah Khan said, ‘Beyond the unique aesthetic, it was the idea of a billboard on wheels that blends so seamlessly into any local setting. It is a unique art tool that is able to reach out to the remotest regions of Pakistan, thus spreading its outreach to places where mainstream media or advertisements cannot reach. It is an honor for our team that the campaign has been recognized internationally for its uniqueness and cause.’
Ali Rez, Regional Executive Creative Director at Impact BBDO Middle East and Pakistan, said, ‘It has been an honor to have collaborated with Ms.Khan, Berger and Roshni Helpline, and to have had the opportunity to contribute to this meaningful human rights cause. Our belief is always Acts, not Ads. With this campaign, a real difference has been made.’