Eight campaigns from the MENA region, all created by UAE agencies, took home a total of 22 Lions from Cannes this year, including an unprecedented two Grands Prix. Here’s who won what.
Liquid billboard
Client: Adidas
Agency: Havas Middle East
Lions: Grand Prix (Outdoor); Gold (Outdoor); 3 Silvers (2 in Outdoor, 1 in Media); Bronze (Outdoor)
The judges said: “First and foremost, I’d like to congratulate and welcome Adidas back to the game. For too long, the brand has been napping on the sidelines while Nike runs rings around it. Liquid Billboard is Adidas waking up and telling the world with a megaphone: Impossible Is Nothing. It’s a billboard that makes you stop and gawk in wonder. It’s a classic traffic stopper. A spectacle in the genre of Vertical Football – a billboard Adidas did 20 years ago and that I still remember fondly. Talk about return on media investment.”
Eugene Cheong, chief creative officer, DDB Asia and Outdoor Lions Jury President
The Elections Edition
Client: An Nahar newspaper
Agency: Impact BBDO
Lions: Grand Prix (Print & Publishing); Gold (Direct); 4 Silver (Print & Publishing, Direct, Media, Outdoor); 2 Bronze (Outdoor, PR)
The judges said: “The Elections Edition has the kind of genius simplicity that we often see in Grand Prix winning work. The best work is the least complicated. It cuts through the clutter and hits straight at your heart. The element of innovative thinking also pushes the category ahead.”
Natalie Lam, chief creative officer, Publicis Groupe APAC & MEA, and Print Lions Jury President
Breakchains with Blockchain
Client: Children of Female Prisoners’ Association
Agency: Horizon FCB
Lions: 3 Silver (Creative Commerce, Digital Craft, Media)
Chickenstock
Client: KFC
Agency: TBWA\Raad
Lions: Silver (Direct)
I’m Possible Billboards
Client: Adidas
Agency: Havas Middle East
Lions: Silver (Entertainment Lions for Sport)
Twitter Feminine Arabic
Client: Twitter
Agency: VMLY&R Commerce MENA
Lions: Silver (Social & Influencer)
Drive2Extremes
Client: Porsche
Agency: Keko
Lions: Bronze (Film Craft)
The Warm Winter Livestream
Client: UAE Government Media Office
Agency: UAE Government Media Office; Galaxy Racer
Lions: Bronze (Media)
