Latest news with #AliRez
Campaign ME
08-05-2025
- Business
- Campaign ME
Regional work earns global spotlight at 2025 ANDY Awards
The 2025 ANDY Awards, held at Sony Hall in New York, saw standout entries from the MENA region recognised alongside some of the world's top creative work. Impact BBDO took home Best in Show in the Social Good category for Child Wedding Cards, a campaign developed in partnership with UN Women. The work also received a Gold in the idea category. The agency further picked up three Gold for AnNahar Newspaper's The New President, including one in the Bravery category – marking the third consecutive year AnNahar has won in this classification. The New President was also named Best of Region for Southwest Asia and North Africa (SWANA). FP7 McCann also secured a Gold in the Idea category for Selfless Shelves, developed for Puck. Commenting on the results, Ali Rez, Chief Creative Officer, Impact BBDO, said: 'The ANDYs set one of the highest standards of excellence in the business. The competition is incredibly tough, and the winning list from around the world truly the best of the best. We are honoured to be featured amongst the winners.' Now in its 60th year in 2025, the ANDY Awards continues to highlight work that reflects bold thinking, innovation and creativity across global markets. While the focus remains on ideas rather than format, this year's jury placed strong emphasis on work that challenges conventions. Apart from the regional awards, Canadian agency Courage was named Best New Agency, Rethink repeated its win as Independent Agency of the Year, and production company Smuggler was recognised for its body of work. Network of the Year was a three-way tie between BBDO, DDB and Publicis Groupe.
Campaign ME
08-05-2025
- Business
- Campaign ME
Sting empowers women to ‘energise lazy men' at home in bold campaign
Energy drink brand Sting has launched a bold, yet humorous, campaign titled Lazy Helpline in collaboration with IMPACT BBDO and BBDO Pakistan to 'energise lazy men at home'. The brand identified an unexpected challenge in the market: people weren't drinking Sting at home. While Sting had long been a staple of out-of-home consumption, fueling commutes, street-side hangouts, and late-night study sessions, it remained largely absent inside the home. The brand identified this gap as a growth opportunity, not just for itself, but for the entire energy drink category. 'When you already own 92 percent of the market, growth doesn't come from taking share, it comes from growing the category,' said Hakima Mirza, Senior Director Marketing at PepsiCo Pakistan. 'We plan to do this by creating in-home consumption occasions for Sting.' To tackle this challenge, Sting tapped into a familiar tension in many households: men who are energetic outside their homes often become lazy once they are back inside of it. Rather than speak to them directly, Sting shifted its focus. For the first time in the brand's history, Sting targeted women — the ones who have to live with these lazy men at home, men who delay and deny every chore. Sting created an effortless hotline to help women take control. A single call to the Lazy Helpline triggered the arrival of a fully branded Sting Lazy Squad at the door, armed with bottles of Sting and a zero-tolerance policy for doing nothing. The squad didn't just deliver energy, they delivered a moment of change. The campaign came to life through branded delivery vans, reimagined e-commerce bundles called Lazy Kits, and influencer kits that paired bottles of Sting with chore lists. It was a fully integrated push that brought the experience into homes, screens, and conversations, placing Sting squarely at the centre of in-home disruption. The campaign was proof that category growth doesn't always need a new product — sometimes, it's about shaking up the ordinary. 'The Lazy Helpline campaign is a reflection of how insight-led storytelling can reshape not just messaging, but brand behavior. By giving the audience a new role and a new voice, Sting has strategically stepped outside its traditional lane to create something genuinely fresh and culturally specific,' said Ali Rez, Chief Creative Officer, IMPACT BBDO MENAP. Sting's Lazy Helpline marks a shift in Sting's voice, tone, and audience. By stepping inside the home and speaking directly to women, the brand did something it had never done before. And in doing so, it redefined where energy can show up and who gets to activate it. Syed Hamza, Creative Director at BBDO Pakistan, concluded, 'The idea was simple. We flipped the hero. Instead of marketing to the lazy, we gave power to the ones affected by them,. That's what made it feel real, funny, and honestly, kind of overdue.' CREDITS: Client: Sting / PepsiCo Advertising agency: BBDO Pakistan / IMPACT BBDO PR agency: BBPR Pakistan Film production: Rock n Roll Digital production: Grey Density Media agency: Starcom
Campaign ME
10-04-2025
- Entertainment
- Campaign ME
Cheetle-covered fingers? BBDO's Cheetos Pants double up as a towel
The Cheetos® brand has taken mischief to new heights with the launch of its latest campaign: Cheetos Pants, the first-ever pair of trousers designed to solve the eternal snacking dilemma: where do I wipe my Cheetle-covered fingers? The fashion-forward trousers are the exact same shade of orange as the iconic Cheetos snack and feature a towel-like texture on the thighs, designed specifically to wipe away any leftover Cheetle®, making every snack session a cleaner experience. The pants are also equipped with pockets sized perfectly to hold a bag of Cheetos. Ali Rez, Regional Chief Creative Officer for IMPACT BBDO, said, 'Gone are the days when I had to type a quote with my Cheetle-covered fingers, and subsequently lick my keyboard. Now we have the dignified solution the world needed: Cheetos Pants. What a time to be alive when we see the world of high fashion design collide with snacking.' The project was made in collaboration with IMPACT BBDO, BBDO New York, Almap BBDO and Omnicom Productions. Cheetos consulted some of the world's top design minds to ensure these pants were both stylish and practical. The team collaborated with Max Siegelman and Karoline Spenning of Siegelman Stable, creating a truly global effort in both fashion and design, alongside legendary designer Zang Toi, founder of House of Toi. Cheetos Pants dropped on April 7 on However, this is a first-come, first-serve offer, so fans need to act fast to get their hands on a pair. Once they're gone, though, there's still hope for those who miss out. Cheetos is giving fans access to an array of other orange-colored pants from around the globe, sourced from different designers and brands. This feature makes all orange pants across the internet easily shoppable, allowing every Cheetos lover to find their perfect pair of Cheetle-wiping pants. The global collection can be accessed directly on CREDITS: Client: Cheetos PepsiCo Creative agencies: IMPACT BBDO BBDO New York Production houses: Almap BBDO Omnicom Productions Product manufacturing: Another Place
Campaign ME
25-02-2025
- Entertainment
- Campaign ME
Don't like watching ads? Easypaisa campaign offers consumers cat reels, instead
In a bold move, Easypaisa, a fintech that recently revealed its evolution into Pakistan's first digital bank, has launched its Easy Wala Bank broadcast and digital campaign – in collaboration with BBDO Pakistan and Impact BBDO – that gives consumers exactly what they want to see. In one of the most candid moves within the advertising industry, Easypaisa offers an alternative to people who don't like watching advertisements – similar to people who don't like difficult or complicated banking. Instead, Easypaisa takes a social-first approach to broadcast media, showcasing vertically shot reels of cars, travel and celebrities which, at first, seemingly have nothing to do with the brand. A voiceover at the end of the collection of reels explains, 'Just like you don't like to see ads, we don't like to see difficult banking. Which is why easypaisa is now a digital bank.' The reels were produced by Tall Man Films in partnership with vlogger team Patangeer. Rifah Qadri, Executive Director Marketing for Easypaisa digital bank, said:, 'Easypaisa's transition into a digital retail bank is a game-changer for Pakistan's financial sector. But we're not just launching digital banking, we're making it effortless, inclusive,and actually fun. The Easy Wala Bank campaign is bold, brave, different, and it's exactly what no other bank has dared to do. 'We're saying: Don't want to watch ads? Cool, don't! Go enjoy cat memes, travel vlogs, or behind-the-scenes celebrity clips instead. Why? Because we get it, people want to see what they like, not what brands think they should. This isn't just a campaign, it's a whole new way of doing things. A promise to make banking easier, more entertaining and completely on your terms.' View this post on Instagram A post shared by Tall Man Films (@tallmanfilms) The campaign has been met with overwhelmingly positive responses – especially because of the cat reels, as one would expect. Also, consumers have openly shared their frustrations about regular banking. Ali Rez, Regional Chief Creative Officer for Impact BBDO, said, 'Most people don't like things being sold to them constantly. But they like entertainment. And they like cats. And travel. Bravo to a brand partner that recognises that understanding of its audience and chooses the entertainment path.' Easypaisa has already started noticing an uptick in accounts being opened on their platform.
