Art with a Purpose

The tagline of #Azure is Invent with purpose. Here’s the same for a work of Art.

In this part of the world, it’s quite impossible to take a rural road trip without noticing the ‘Truck Art’ – floral patterns and different quotes beautifully drawn on the trucks.

Berger paints in partnership with Pakistani artists and activist used this famous local artform for a noble cause.

More than 3000 children go missing in Pakistan and are often displaced to those remote areas of the country where there is close to no media coverage.

The Truck Art Childfinder campaign replaced the typical poems, phrases, and pictures of prominent personalities with portraits of lost children.

These trucks (moving billboards) travel across the country, covering almost 50000 KMs. Within four weeks of the launch, three lost children were found.

The successful campaign has bagged awards at the Cannes Lions International Festival of Creativity. 

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