Title | STING "REMAKE THE BOXER" |
Brand | PEPSICO |
Product / Service | STING ENERGY DRINK |
Category | A03. Casting |
Entrant | BBDO PAKISTAN Lahore, PAKISTAN |
Idea Creation | BBDO PAKISTAN Lahore, PAKISTAN |
Media Placement | BBDO PAKISTAN Lahore, PAKISTAN |
PR | MINT PR AND IMAGE CONSULTANCY Lahore, PAKISTAN |
Production | LASHARI FILMS Lahore, PAKISTAN |
Name | Company | Position |
---|---|---|
Faisal Durrani | BBDO Pakistan | General Manager |
Ali Rez | Impact BBDO | Regional Creative Director |
Assam Khalid | BBDO Pakistan | Strategic Planning Director |
Assam Khalid | BBDO Pakistan | Creative Director |
Omer Azeem | BBDO Pakistan | Head of Strategy |
Jamayal Tanweer | BBDO Pakistan | Business Director |
Moiz Khan | BBDO Pakistan | Creative Group Head |
Hamza Amjad | BBDO Pakistan | Creative Manager |
Ayesha Akram | BBDO Pakistan | Account Manager |
Ahmad Zafar | BBDO Pakistan | Senior Visualizer |
Alize Munir | BBDO Pakistan | Community Manager |
Syeda Faryal Ali | BBDO Pakistan | Content Writer |
Shahzaib Hussain | BBDO Pakistan | Group Art Director |
Aneera Fareed | BBDO Pakistan | Community Manager |
Ali Zaidi | BBDO Pakistan | Account Director |
Ahmed Wohaib | BBDO Pakistan | Account Manager |
Khairaza Khan | BBDO Pakistan | Content Writer |
Tazeen Asa'ad | BBDO Pakistan | Senior Account Executive |
Haseeb Akram | BBDO Pakistan | Art Director |
Tariq Khan | BBDO Pakistan | Graphic Designer |
UK boxing legend Amir Khan, considered by many at the time to be at the end of his career after a massive defeat, is invited to the old Mughal city of Lahore in Pakistan. The city is his to train in. The film begins with Khan starting his run at Delhi Gate, which is the entrance to the old, cramped city. Through the city he runs, using local tools and techniques to help him train. He climbs the scaffolding on 17th century Wazir Khan mosque, jumps over rickshaws, spars with laundry lines, engages in parkour on the cramped rooftops, wrestles with local "pehelwaans" (wrestlers), and jogs through the narrow lanes to emerge with a crowd at the historic Tower of Pakistan.
With an impeccable career of 31 wins and the title of world’s youngest Olympic boxing medalist, UK boxing legend Amir Khan faced a setback after being defeated by Canelo Alvarez. The news claimed his career was over. At a time when nobody backed Khan, Sting decided to remake the boxer's reputation and to re-energize him back into the ring. Tapping into Khan's Pakistani heritage, Sting invited him to Pakistan and showcased an entire city as a gym and its people as coaches. The Mughal city of Lahore, and its residents, stepped up. Khan is a well-loved figure in Pakistan, and at great risk, the brand remained loyal to bringing him back into the ring.