The group behind Almirah and Junaid Jamshed’s J. lawn has going all out this year, with billboards all across the city. The two coinciding campaigns promote a joint exhibition featuring both brands, and are a collaboration between Circuit, who handled the creatives, and Jump Activations.
Both J. and Almirah have completely different styles, so first let’s take a look at J. (or ‘Jdot’), whose creatives do not feature clothing. They’ve gone with a nautical theme this year, showcasing their lawn prints on sailboats.
While Junaid Jamshed is an established name in the market, this is Almirah’s lawn debut and they’ve kept their creatives consistent with the rest of their branding. Almirah’s Facebook page claims the collection is inspired by Pakistani arts and crafts, Persian art, the Indian Raj and Western hues.
I love the clean lines and fuss-free look of the J. billboards. They stand out in the sea (pun intended) of busy print-filled hoardings, and I appreciate how they’ve done their own thing by using sails, not models, to display their prints. It’s different, it’s memorable, and it doesn’t look messy. However, I feel the billboards only work in locations where they can be seen up close (like Gizri Flyover) because then you can actually see the purpose of the boats. Otherwise, it works better as a print or digital ad.
The Almirah creatives follow a completely different aesthetic style and the rustic look works for them. Their backlit billboards look stunning at night and successfully give consumers and idea of what kind of lawn designs to expect.
It’s interesting to note that both brands have refrained from the use of actual models. In the case of J. it works as by not using stitched clothes they have eliminated the need for human figures altogether, but I’m not a fan of the mannequins in Almirah’s ads. The colours are great and the outfits look interesting enough but the lack of real life models give it a dead look. Had there been an actual model, I feel the billboards would have come to life and looked far more vibrant.