Best Animation of the Year Award 

The winner of the Pakistan Digital Awards 2025 in the Best Animation of the Year category
was EBM for its lyrical animated campaign for Peek Freans Sooper Soft Bakes Classic
Chocolate. Designed to connect with Gen Z and millennial audiences, the campaign celebrated
individuality, diversity, and shared human experiences through a highly creative hand-sketched
animation style. By blending cultural and social contrasts with a unifying narrative, the brand
positioned its product as a symbol of joy in everyday connections.
The campaign’s centerpiece was a lyrical video, crafted with split-screen visuals and handcrafted
frames, highlighting how people across different backgrounds find happiness in their own unique
ways. With uplifting music, inclusive storytelling, and subtle product integration, the animation
stood out as an emotionally resonant piece of branded content. By choosing YouTube and
digital-first platforms, EBM ensured the campaign reached digitally savvy youth who value
authenticity, creativity, and relatable storytelling.
What made this campaign stand out was not just its visual innovation, but its deeper message of
celebrating diversity and individuality. By moving beyond traditional advertising and embracing
a values-driven narrative, EBM created a piece of content that resonated emotionally while
strengthening its connection with younger consumers. This award-winning animation
demonstrates the power of creativity in building meaningful brand engagement in today’s digital
era.