UAE agency Impact BBDO Dubai has won the MENA region’s first Cannes Grand Prix with The Blank Edition for Lebanese Newspaper An-Nahar.
The work was a reaction to the Lebanese people’s frustration with political inactivity. “To cut through the growing apathy we decided to do exactly what the politicians were doing: Nothing at all,” said the agency. “An-Nahas printed an entirely blank newspaper to send shockwaves throughout the country.”
”It is a first; it has never been done before,” said Paul Shearer, chief creative officer of Impact BBDO. “It was bold an brave, and did exactly what newspapers are meant to do.”
The award – considered by many to be advertising’s greatest honour – was announced on Monday evening at the Cannes Lions International Festival of Creativity, the biggest annual celebration of advertising in the world.
“It means we can make the region proud,” said Shearer. “If it was another agency I’d feel proud. I hope it helps us all do better work.”
Other regional winners from day one included The Toxic Flag, also by Impact BBDO, for Waste Management Coalition. It won bronze in the Health and Wellness category.