The Covid-19 pandemic has had a severe impact on the world, including Pakistan, where the virus has claimed over 6,000 lives and left a far-reaching socioeconomic crisis in its wake. Every year, on Independence Day (August 14th), the sound of the National Anthem echoes across the country. This year however, in light of the Coronavirus, UniLever Pakistan teamed up with Impact BBDO and BBDO Pakistan to deliver the Anthem in a manner that was never heard before: sung through face masks.
The performance features acclaimed Pakistani singer Shehzad Roy and an accompanying choir – the short and emotionally charged video sees Roy leading the vocals on the anthem with a group of singers, who are all wearing face masks. The anthem appears to have a slightly muffled sound, as vocals usually are when heard through masks, but it retains the same powerful emotions it is designed to bring alive. The visuals also showcase a diverse image of the country, with Pakistanis from all backgrounds, especially minorities, represented performing the anthem together.
Film advertisement created by BBDO, Pakistan for Unilever, within the categories: House, Garden, Public Interest, NGO.
Chief Creative Officer: Paul Shearer
Regional Executive Creative Director: Ali Rez
Executive Creative Director: Hira Mohibullah, Atiya Zaidi, Ali Rez
Senior Creative Executive: Fatima Ansari
Copywriter: Ali Rez
Designer: Qasim Ahmed
Associate Creative Director: Faryal Ali
Production: Red Cape Films
Director: Zeeshan Parwez
Producer: Shahrukh Hayat, Hasan Abidi
Music: Shani Arshad
Editor: Abubakar Saddique
Post production: Studio Rokhan