On August 14th, Pakistan’s Independence Day, EBM (English Biscuit Manufacturers) in collaboration with Impact BBDO, BBDO Pakistan, Seeme Productions, Starcom and Syntax released an awareness campaign called the EBM Incomplete Anthem, calling into focus the growing need to educate children in the country.
For the first time, an Incomplete Anthem was played on air. The campaign included one missing verses, for every few verses of the anthem, highlighting how these verses cannot be read by a child out of school.
The powerful film – showcasing real children off the street, who are all now in school – was broadcast, followed by a print and poster campaign.
EBM has a mission to educate children, and briefed Impact BBDO and BBDO Pakistan to make a powerful film that would move people to donate for their cause.
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“One in four children in Pakistan cannot read – millions of children are out of school,” explained Ali Rez, the Chief Creative Officer at Impact BBDO. “We strategised to target the country’s Independence Day, when one usually sees a plethora of patriotic films with the national anthem playing in full glory. Our insight was around a simple question: is the national anthem of a country even complete if every child cannot read it?”
“The response has been incredible, with the film trending on Independence Day, and donations pouring in.” he added.
EBM remains dedicated to its mission of educating children. The brand has already supported 35,000 children across Pakistan and aims to educate 100,000 children by 2030.
CREDITS
Agency: IMPACT BBDO / BBDO Pakistan
Media: Starcom
PR: Syntax
Director: Jami (Jamshed Mahmood Raza)
Production: Seeme Productions
Executive Producer: Naveed Arshad
Senior Producer: Madiha Majeed
DOP: Nabeel Javeed Qureshi
Assistant Director: Jaffer Kazmi
Second Assistant Director: Hafsa Chaudhry
Art director : Tanya Mirza
Assistant Art director: Khawar Sabir
Line Producer: Shari Raza
Associate Producer: Danish Murtaza
Assistant Producer: Abdul Samad
Production Controller: Shahrukh Khan
Wardrobe Stylist: Mariam Sarwar
Makeup: Bobby & Bobby’s Team
Talent: Fargos & Rozina Talent
Talent junior cast: Rozina
Talent Focus Puller: Saleem Rajput
Gaffer: Anwar Ronin
Operator: Afzal Live
Audio: Faraz
Lights: Light Inn
Camera: Xpose
Post Producer: Hammad Ali Khan
Offline: Arsalan
Post: Crop shop
Grade: Christian Music
Producer: Kami
BTS: Zain
