CategoryA03. Best Use of Standard Outdoor
EntrantADCOM Karachi, PAKISTAN
Entrant Company:ADCOM Karachi, PAKISTAN
Advertising Agency:ADCOM Karachi, PAKISTAN
Media Agency:MEDIA PULSE Karachi, PAKISTAN


Results and Effectiveness

The billboard created headlines of a different kind. Pakistani blogs were abuzz everywhere with people posting pictures and comments about the billboard; the caption circulated as the “latest-political-joke” via sms, images of it spread like wildfire through mms reaching people throughout Pakistan. The Billboard went up on 3-Oct-2008. The hype surrounding the billboard increased to such an extent that within 10 days, the billboard had to be removed under pressure from the Federal Authorities with threats of arrest and prosecution for making fun of the presidency!

Creative Execution

Nando's advertising is always current & topical, relevant to its audience and ofcourse witty. Those presidential remarks, were tweaked to make them 'brand-relevant' using Nando's signature peri-peri sauces as a verbal pun and used in a billboard outside Nando’s restaurant outlets in Karachi. Following the furore that followed the billboard had to be removed but was replaced promptly with one that read “Its better to eat chicken than to be one”.

Insights, Strategy and the Idea

The President of Pakistan, newly elected and on his first state visit to USA in October 2008, made headlines at home, primarily for his remarks to the Republican Vice-presidential candidate, Sarah Palin. On meeting her, he said that he thought she was gorgeous and asked to hug her. He also mentioned that after seeing her, he knew why she was so popular in the US.


Name Company Position
Adnan Syed Adcom Chief Creative Officer
Zehra Zaidi Adcom Creative Director
Mahrukh Shaikh Adcom Creative Manager
Fasahat Ali Khan Adcom Art Director
Sharmeen Peshimam Adcom Copywriter