Gold Effie Pakistan
Most Pakistani cricket fans have a common pain point: a history of fielding blunders by the national cricket team, often highlighted by the regular flak the team receives for not diving or falling enough to save a run, take a catch, or stop a boundary. In the latest edition of a very busy post-pandemic cricket season (think SuperBowl for Pakistan), while every other brand scrambled to find share-of-voice in the traditional media landscape, Surf Excel leveled their sights on something completely unconventional: the ground, where the real dirt was.
The activation was announced with a series of films that demonstrated the desire cricketers would have for this trophy, sometimes to an absurd level – lots of the star players taking unnecessary dives in order to register a stain. Other films amplify the desire of winning the trophy to even the commentators and legendary old cricketers pitching in to claim their share of the trophy. The cricket scoreboard itself was reconfigured with a new leaderboard component that kept the score of all the falls, cricket shows were hijacked, complete with an official ceremony of awarding the trophy to the Champion of Stains in the World Cup, by the real Champion of Stains: Surf Excel!