Industry Craft > Art Direction

TRUCK ART CHILDFINDER

BBDO PAKISTAN, Lahore / BERGER PAINTS / 2019

Awards:

Silver Cannes Lions
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Supporting Images
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Overview

Credits

Overview

Cultural/Context information for the jury

Every year, more than 3000 children go missing in Pakistan, a large number of whom are kidnapped and trafficked quickly to various parts of the country. There are few mechanisms to aid in the recovery of children, including the fact that traditional media to raise awareness does not penetrate into remote regions.

To help locate missing children in Pakistan, we used a unique form of Pakistani art: "Truck Art," in which 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, politicians.

This was the unique platform we used: in place of famous personalities, we illustrated portraits of missing children on these trucks in the style of truck art, with a helpline number.

Translation. Provide a full English translation of any text.

The Urdu sentences accompanying the illustrations are clear messages such as "Missing child" along with the child's name and instructions on calling the hotline.

Tell the jury about the art direction.

We collaborated with conceptual artist Samar Minallah Khan - a painter who specialises in the unique skill of illustrating on trucks. Using paints supplied by Berger Paints, the artists replicated the last photograph of the missing child and painted the backs of these trucks with the portrait, a helpline number and information about the child.

The illustration form was carefully kept within the distinct style of traditional truck art, yet maintained a likeness good enough to identify the child.

Trucks were selected to ensure the routes would be covered in every direction possible, starting from the original location where the child went missing; the vehicles drove through both urban and rural areas.

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