Dubai Lynx, MENA’s leading platform for creative excellence and effectiveness, has revealed its first round of shortlists for the 2025 Awards.
The Work shortlists recognise outstanding creativity and innovation across multiple categories. All shortlisted pieces of work will now compete to be awarded MENA’s most prestigious creative communications accolade. View the:
- 10 shortlisted entries (out of 48) in the Audio and Radio category, which recognises creativity wired for sound.
- 31 shortlisted entries (out of 151) in the Brand Experience and Activation category, which recognises the use of experience design, activation, immersive, retail and 360-degree customer engagement.
- 14 shortlisted entries (out of 49) in the Creative Commerce category, which celebrates the innnovative and creative approach to online and offline commerce, payment solutions and transactional journeys.
- 9 shortlisted entries (out of 20) in the Creative Effectiveness category, which evaluates the measurable impact of creative work.
- 17 shortlisted entries (out of 64) in the Creative Strategy category, which delves into the idea behind the idea; and how strategic planning can redefine a brand, reinvent its business and influence consumers or wider culture.
- 13 shortlisted entries (out of 42) in the Design category, which celebrates visual craftsmanship.
- 10 shortlisted entries (out of 31) in the Digital Craft category, which evaluates technological artistry.
- 17 shortlisted entries (out of 92) in the Direct category, which delves into targeted and response-driven creativity.
The Film shortlist will be announced Tuesday, 8 April at 9am (GST, while the Entertainment, Glass: The Award for Change, Healthcare and Integrated shortlists will be announced Wednesday, 9 April at 9am (GST).
Winners will be announced at the Dubai Lynx Awards Ceremony taking place at the Emirates Golf Club on Wednesday, 9 April, bringing together the industry to celebrate the region’s outstanding achievements.
Ian Fairservice, Vice Chairman, Dubai Lynx, said, “Every year, Dubai Lynx celebrates the extraordinary talent driving the creative economy in the region. The first wave of shortlists sets the stage for what promises to be an exceptional awards season, spotlighting work that challenges conventions and redefines brand storytelling.”
The 2025 Awards has seen a remarkable surge in brand participation, with entries from brands up by 122 per cent year-on-year, reflecting the region’s growing creative ambitions.
The newly introduced ‘Use of Humour’ category saw 3 per cent of all entries submitted, highlighting a renewed appetite for humour and levity across the region.
Marian Brannelly, Global Director of Awards, LIONS, said, “The Dubai Lynx Awards continue to be a benchmark for creative brilliance in the MENA region. This year we’ve seen a remarkable 122% year-on-year increase in brand entries, reflecting the growing creative ambitions of marketers in MENA. It’s also exciting to see humour making a comeback, with 3% of all submissions entered into the new ‘Use of Humour’ category. We congratulate all those who have been shortlisted so far and look forward to unveiling the rest of the shortlists.”
Majed Al Suwaidi, Senior Vice President of Dubai Media City part of TECOM Group PJSC, said, “This year’s Dubai Lynx Awards shortlists represents an exceptional calibre of work that captures the innovation driving the region’s thriving creative economy.”
Suwaidi added, “Our strategic partnership with Dubai Lynx cements the vital role of Dubai Media City’s vibrant ecosystem in nurturing such talent and strengthening Dubai’s position as a global centre of excellence, in line with the Dubai Economic Agenda ‘D33’. We look forward to recognising the region’s most creative minds at the Dubai Lynx Awards Ceremony.”
The Dubai Lynx Debrief, taking place tomorrow Tuesday 8 April, 9am GST at Dubai Knowledge Park, will offer a comprehensive analysis of the key trends, insights and award-winning creativity emerging from this year’s entries from Dubai Lynx Jurors.
The Debrief brings together leading industry experts to examine the region’s most impactful work, providing valuable takeaways for brands, agencies and marketers looking to navigate the evolving MENA communications landscape. Further information on registering for the event is available here.
