Campaign details
Brand: UN Women PakistanBrand owner: UN Women PakistanLead agency: BBDO PakistanCountry: PakistanIndustries: Charities & voluntary organisationsMedia channels: Direct marketing, Public relationsBudget: No budget
Executive summary
To raise awareness of child marriages in Pakistan, we collaborated with Ali Xeeshan – the country's best-known fashion designer – and designed a new form of bridalwear. This design merged a Pakistani schoolgirl uniform with traditional bridal embroidery design.
To launch this dress, we hijacked the nation's biggest bridalwear fashion show. Amongst models decked out in intricate bridal...