Mohamed Hamdalla, executive creative director at Leo Burnett Cairo and winner of a silver and bronze Lion at this year’s Cannes Lions festival
“I learned something at Cannes this year. Something that I would like to tell to every talented young creative in the Middle East that dreams about winning at Cannes: you can win at Cannes without playing the game.
The game I’m referring to we all know too well. The game wherein the win is the objective, not great advertising. The game where we have to borrow from the West – their culture, imagery and even tonality – so that they will accept and understand us (and give us a Lion). But that kind of win doesn’t benefit the region, it only
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you are right
maybe a lot of us started from their culture but it is the time to stop the game and to start the Reality …
our culture Reality ….