The awards, which honour the best in direct and interactive marketing from around the world, saw the agency pick up across a number of categories, scoring a grand prix in ‘Courageous Client’, a gold in ambient/guerilla, as well as an integrated bronze for client Exotica.
The winning campaign, called ‘Make a move’, attempted to make Valentine’s Day less dispiriting for women in Lebanon, where they outnumber men six to one. Spanning web, outdoor, direct marketing and social networking, the work encouraged women to celebrate their independence and take fate in to their own hands by choosing their Valentine.
The campaign, which was written by Rana Khoury and art directed by Caroline Farra and Natasha Maasari, has previously scored with judges at the 2010 Dubai Lynx and this year’s Mena Cristals. The John Caples Awards was founded in 1978 and is judged by more than 100 active, senior-level, international creative professionals.