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THE SOUNDS OF FREEDOM
THE SOUNDS OF FREEDOM
THE SOUNDS OF FREEDOM
THE SOUNDS OF FREEDOM
(01)
Project Overview
Pakistan State Oil – PSO is the nation’s leading energy company with a glorious history of fueling every sector of Pakistan’s economy since its inception in 1976. Energizing people across the air, land, and sea with our fuel products and services. For Independence Day of Pakistan, PSO wanted to create a clutter breaking campaign that celebrates freedom, diversity, and inclusion across race, religion, and gender.
| DETAILS | |
|---|---|
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Type |
Launch |
|
Services |
Campaign Design, Dvc, Activation |
|
Contribution |
Creative Director, Ideation, Concept and Campaign Design |
|
Agency |
Convex Interactive |
(02)
Challenge
The core challenge was to take the efforts up a notch by coming up with a much-needed initiative to promote diversity and inclusivity in the country on the occasion of independence. The vision was to imprint the message of acceptance and freedom in the hearts of every Pakistani by showcasing the power of true freedom.
(03)
Evolvement
With so many independence campaigns in the market, I needed to go behind the scenes, immerse myself in the culture, and reimagine how I could translate the true essence of independence in a way that it never has been before in the country. This process clarified the vision, uncovered the DNA, and set the foundation for success of the campaign. My approach gave the brand something to say, not just something to sell.
(04)
Solution
Since the brand has always been at the forefront of keeping the wheels of the nation in motion, I wanted to showcase a nation that is diverse, tolerant, and progressive. Shaping this strategic narrative created a deeper meaning and purpose for the campaign. Instead of featuring top-notch celebrities in my campaign, I selected real common people belonging from different ethnicities, professions, religions. You will also witness brave female bikers, transgender and specially-abled, farmers and laborers, and others humming to the catchy tunes of our prestigious national anthem and owning it. I wanted the campaign to be “real” in its true essence in binding everyone together for the viewers.
CLIENT TESTIMONIAL
(05)
Campaign Strategy
A digital marketing campaign called Sounds of Freedom revolves around the central emotion that every Pakistani citizen can relate to. The authenticity of this was built through the deliberate choice of using the real and unaltered voices of the real people who were part of the campaign, who sang along the national anthem to the peak of their passion.
(06)
Verbal & Visual Identity
The design language tells the stories and connects with journeys. Everything from the campaign identity to the look and feel to the style of art direction was intentionally designed to exude a sense of unity, freedom, and pride on the occasion of independence.
DVC
Digital Amplification
Mobile Advertising
(07)
Impact
The campaigns virality and success was proved with
3 Million+ Views In 3 Days
12 Million+ People Reached In 3 Days
33 Million+ People Interacted With The Ad In 3 Days
15 Million+ People Reached On Twitter In 3 Days