Truck Art Childfinder
Berger Paints
Issue 51 | June 2019
Agency
BBDO Pakistan, Impact BBDO
Creative Team
Chief Creative Officer Paul Shearer Executive Creative Director Ali Rez Creative Directors Hira Mohibullah, Assam Khalid Associate Creative Directors Ahmed Mustafa, Moiz Khan Copywriter Huma Mobin Designer Ahmad Zafar Truck Artist Tahir Khan
Production Team
Artist/Film-maker Samar Minallah Khan Producer S. Izmerai Durrani Director Sarah Tareen
Other Credits
Managing Director Irfan Fatmi Account Manager Zain Aslam Strategic Planning Director Assam Khalid
Date
January 2019
Background
Every year, more than 3,000 children go missing in Pakistan, many kidnapped and trafficked to various parts of the country.
Roshni Helpline was dedicated to recovering missing children and in partnership with Berger Paints went in search of a practical solution.
Idea
Truck Art is unique to Pakistan. These brilliantly painted works of art often include portraits of famous people - actors, sportspeople, military chiefs and politicians, including one instance of a truck bearing the portrait of Canadian Prime Minister Justin Trudeau.
Instead of famous personalities, portraits of missing children were painted on these trucks, with a helpline number.
Results
Within only the first four weeks of 20 painted trucks setting out on Pakistan’s roads, three children were recovered and reunited with their parents.
The helpline answered 1,015 phone calls in these four weeks from 39 different cities across Pakistan.
The aim is to extend the campaign to a total of 500 trucks.
For the Berger brand itself, visits to their Facebook page rose by 395% in the first week alone.
Our Thoughts
Most ads look like ads and that’s a problem for a lot of advertisers because it means they are almost subconsciously identified and ignored.
This ingenious idea succeeds on so many levels, starting with the fact that it is the first use of truck ends as a media.
And, for those stuck behind a truck on a narrow road for a few miles, then it is a lot harder to ignore than a press ad or a poster. Lastly, being executed in the manner and style of traditional truck art, it insinuates itself into popular culture.
Three big ticks. And a fourth in that Berger Paints seem to be getting sizable brand lift for their role.