The brutal
book of advertising
LION
No client? No problem. We made ourselves the case study.
A bold middle finger to bloated credentials decks. The Brutal Book of Advertising turned LION’s manifesto into a physical object that says exactly who we are, no fluff, no safe lines. Instead of another 300-slide PDF nobody reads, we sent a sharp, unfiltered point of view straight to marketers’ desks, forcing engagement through honesty, design, and intent. It works because it doesn’t try to impress, it challenges. And that sticks.
HONORABLE HIGHLIGHTS:
• Top CMOs got a copy and couldn’t pretend they didn’t read it
• Made it to the D&AD Grand Reception and basically refused to leave
• Fernando Machado got his copy so yeah, pressure’s on now
Child Wedding
Cards
UN WOMEN // IMPACT BBDO
To motivate lawmakers to pass a bill protecting children from child marriage, UN Women chose to target leaders with a direct mail campaign. Members of the National Assembly of Pakistan received an invitation to a fictional child's wedding. Through a wedding card that would suit a child's wedding, designed entirely by children.
AWARDS:
1X Graphite Pencil – D&AD (Impact / Creative Use of Budget)
1X Grand Prix – Cannes Lions (Cannes Lions for Good – Lions Health)
1X Gold – Cannes Lions (Health & Wellness)
1X Bronze – Cannes Lions (Glass)
1X Bronze – Cannes Lions (Creative Strategy)
1X Gold – Dubai Lynx 2024 (Print & Publishing)
1X Silver – Dubai Lynx 2024 (Outdoor)
1X Bronze – Dubai Lynx 2024 (Print & Publishing)
1X Grand Prix – Mad Stars (Grand Prix of the Year)
1X Gold – Cresta Awards (Direct)
1X Best of Show – The One Show 2025
1X Gold – The One Show 2025 (Direct Marketing)
1X Gold – The One Show 2025 (Print & Promotional for Good)
1X Gold – Cresta Awards 2024 (Direct – Print)
1X Bronze – Clio Awards 2025 (Guerrilla – Experience/Activation)
Waxing
Lady Tutorials
INDUS HOSPITAL // GHAR PAR TECH // IMPACT BBDO
Pakistan has the highest rate of breast cancer in Asia. Women tend not to talk about their bodies with others, even their doctors, due to taboos. As a result, they have no idea how to check themselves, so they fail to detect the disease early. But no matter how conservative Pakistani woman might be, there is always one person they're comfortable discussing their bodies with: their waxing lady. So Impact BBDO trained waxing ladies on how a breast self-exam should be conducted, passing on this valuable training to their customers in the privacy of their homes.
AWARDS:
2X Silver – Dubai Lynx 2023
2X Bronze – Dubai Lynx 2023
2X Grand Prix – Mad Stars 2023
3X Silver – Mad Stars 2023
1X Crystal – Mad Stars 2023
1X Shortlist – D&AD 2023 (Impact – Local Solution)
The Social Distancing Prayer Mat
DETTOL // IMPACT BBDO
A simple idea that solved a real behavioral problem. For Dettol Pakistan, we redesigned the traditional prayer mat into a 180cm-wide “social distancing” version, turning a cultural object into a functional safety tool during COVID. Instead of preaching guidelines people were ignoring, the mat subtly enforced distance through its size and design, embedding the message within Islamic patterns and Urdu calligraphy while keeping branding minimal out of respect. Distributed during Eid and adopted across major mosques, the idea worked because it didn’t interrupt behavior, it redesigned it.
AWARDS:
1X Silver – Dubai Lynx 2022 (Healthcare)
1X Bronze – Dubai Lynx 2022 (Media)
1X Bronze – Dubai Lynx 2022 (PR)
1X Silver – Spikes Asia 2022
1X Bronze – Spikes Asia 2022
1X Bronze – Caples 2022 (Ambient / Guerilla / Out of Home)
IKEAco-workerfor the day
IKEA // MEMAC OGILVY // DUBAI
During peak sales seasons, IKEA's foot traffic surges by over 600%. To handle this, IKEA leveraged a common occurrence: customers wearing yellow shirts resembling IKEA employees. Using the IKEA app, these customers were empowered with knowledge to assist others, effectively boosting staff numbers when needed most.
AWARDS:
3X Gold – Mad Stars 2022
1X Bronze – Caples 2022 (Innovation)
1X Bronze – Caples 2022 (PR)
1X Bronze – Caples 2022 (OOH)
Martian
Ink
THE MARTIAN INK // UAE GOVERNMENT// TBWA/RAAD
To celebrate the UAE's "Hope Probe" successfully reaching Mars, we crafted a special ink named "Martian Ink" using volcanic rocks sourced from the Martian-like landscape of the Mleiha Desert in Sharjah. These rocks were meticulously collected and processed to create this unique ink. Martian Ink was then used to stamp over 50,000 passports of tourists arriving in the UAE, commemorating this historic achievement and connecting visitors to the spirit of exploration and innovation inspired by the mission.
AWARDS:
1X Silver – Dubai Lynx 2021 (Outdoor)
1X Bronze – Dubai Lynx 2021 (Brand Experience)
3X Bronze – Cresta 2021 (Ambient / Direct / Media Magic)
1X Bronze – Loeries 2021 (PR & Media Communication)
1X Gold – MEPRA 2021 (Best Launch / Live Event / Stunt)
TRADITIONAL
VIRGINITY
TEST
TRADITIONAL VIRGINITY TEST // M.A.L.I // TBWA/RAAD
On Valentine’s Day, we partnered with M.A.L.I. to launch sets of blank bedsheets in support of the "Traditional Virginity Test" campaign in the Middle East & North Africa. Visit our E-store at www.traditionalvirginitytest.com to learn more and join the movement to combat this harmful ritual. We also introduced Virginity Test kits that challenge misconceptions surrounding this cultural myth. Together, let's take a stand to #StopVirginityTest.
AWARDS:
1X Grand Prix – Dubai Lynx 2022 (Outdoor)
1X Bronze – Loeries 2021 (PR)
1X Silver – Dubai Lynx 2021 (Outdoor)
Top 20 – Campaign Magazine Campaigns 2021
KFC
NAPKINIZED
KFC NAPKINIZED // KFC // TBWA/RAAD
At KFC, we transformed our stores into a ‘Finger-Lickin' good’ celebration by Napkinizing every touchpoint. From placemats to food bags and posters, everything became a napkin, inviting customers to enjoy our delicious chicken with their hands. Our special biodegradable paper is ink-resistant, eco-friendly, and designed to handle grease while remaining thin enough for printing with chemical-free ink. It's our unique way of bringing our ‘Finger-Lickin' good’ slogan to life like never before.
IKEA Couch
counselling
IKEA // IMPACT BBDO
Research indicates that disagreements about furniture often extend beyond mere preferences. That's why IKEA is introducing a unique initiative: couples can now reserve sessions with professional marriage counselors and therapists to discuss any relationship issues, including those related to decision-making about furniture.
Tearable Togetherness Mats
7UP // IMPACT BBDO
In today's urban hustle, the cherished Ramadan tradition of communal dining has faded, leaving a yearning for connection and tradition among families and communities. Introducing Togetherness Mats – transforming tearable billboards into communal mats to reignite the spirit of togetherness. Let's bridge gaps and unite communities during this sacred time.
Tabs For Freedom
AMNESTY INTERNATIONAL // TABS FOR FREEDOM
Introducing Tabs For Freedom by Amnesty International, a powerful Google Chrome Extension that champions Freedom in Journalism. Each time you open a new tab, Tabs For Freedom delivers a bold news article, ensuring unrestricted access to vital information. By leveraging your browser, we empower you to stay informed and support press freedom in every click.
young lynx
gold winner
2019
DUBAI YOUNG LYNX 2019 // PRINT // DFWC
The brief was to create an engaging print ad for Dubai Foundation For Women and Children which raises awareness amongst parents about the signs and symptoms of bullying and motivates them to attend Dubai Foundation for Women and Children hosted events at National Week for the Prevention of Bullying.
NISSAN
SAFE
NISSAN SAFE // NISSAN // TBWA/RAAD
Introducing NISSAN's "SAFE" campaign: Educating drivers on the critical 5-meter safe distance to prevent accidents, as identified by Dubai Police and UAE’s Ministry of Interior. With tailgating ranking as the third most common cause of accidents, this campaign aims to visually illustrate what 5 meters looks like on the road. Because it's not just about distance—it's about saving lives.
LOUVRE
See You Soon
On February 15th, Louvre Abu Dhabi announced its temporary closure due to COVID-19, urging everyone to prioritize health and safety by staying home. In a poignant visual campaign, iconic paintings from the museum were reimagined with all human figures removed, delivering a powerful message: Stay Home, Stay Safe.
LOUVRE SEE YOU SOON // LOUVRE ABU DHABI // TBWA/RAAD
ACTUAL PAINTINGS
du
HALLOWEEN
We created a series of finely crafted print ads showcasing the appeal of staying home with du Telecommunication's exclusive packages. Each ad depicted different indoor activities for Halloween—from movie marathons to virtual gatherings—emphasizing safety, comfort, and entertainment at home with du.
DU // HALLOWEEN // TBWA/RAAD
WETRANSFER // WETRANSGENDER // UNIVERSITY PROJECT
Wetransfer
Wetransgender
On International Transgender Day (March 31st), WeTransfer transforms into "WeTransgender" to stand in solidarity with the endangered transgender community worldwide. All communications on the platform are exclusively curated by Amsterdam's transgender artist community, celebrating their voices and experiences. Join us in honoring and amplifying their stories on this important day.
