Campaign details

Brand: Berger Paints
Brand owner: Berger Paints
Lead agency: BBDO Pakistan
Country: Pakistan
Industries: Home improvement
Media channels: Outdoor, out-of-home
Budget: Up to 500k

Executive summary

Every year, more than 3,000 children go missing in Pakistan, a large number of whom are kidnapped and quickly trafficked to various parts of the country. There are few mechanisms to aid in the recovery of these children, and traditional media to raise awareness does not penetrate into remote regions.

To help locate missing children in Pakistan, we collaborated with conceptual artist and anthropologist Samar Minallah Khan and used a unique form of Pakistani art – truck art – in which 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 or politicians.