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Cannes 2022: Regional winners

Cannes Winners - Regional

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)



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)



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)