CANNES: The award winners for this year’s Cannes Lions International Festival of Creativity have been announced.
This year saw 25,464 entries from 87 countries competing to become the global benchmark for excellence in creativity and effectiveness.
“This is always such a pivotal moment for us because the work entered provides a compelling insight into the global creative marketing landscape,” said Simon Cook, the festival’s CEO.
The Middle East region bagged more than 20 awards, including two Grands Prix for the UAE. “The Election Edition,” a campaign by Lebanese newspaper An-Nahar and Dubai-based marketing communications group Impact BBDO, won the highest number of trophies in the region.
The campaign, which won eight awards, including a Grand Prix in the print and publishing category, had “the kind of genius simplicity that we often see in Grand Prix-winning work,” said jury president Natalie Lam, who is Publicis Groupe’s chief creative officer for Asia Pacific, the Middle East and Africa.
“The irony is that it’s a Grand Prix in print and publishing when there was no printing at all — something that shows that the power of an idea can transcend design,” said Dina Richa, the CEO of Impact BBDO.
Havas Middle East Dubai followed closely with seven trophy wins, all for Adidas. The campaign “Liquid Billboard” won a Grand Prix, one gold, two silver and one bronze in the outdoor category as well as a silver trophy in the media category.
The agency also won a silver trophy in the Entertainment Lion for Sports category for Adidas.’ “I’m Possible Billboards” campaign.
Horizon FCB Dubai’s innovative use of a new technology resulted in the campaign “Breakchains with Blockchain” for the Children of Female Prisoners Association, which won three silver trophies in the digital craft, media and creative commerce categories.
In Egypt, thousands of women are sent to prison every year for being unable to repay loans often worth only a few hundred dollars.
Working with global artists, the agency and the association created non-fungible tokens, each designed to tell the story of why a woman was sentenced to prison and priced at the amount it would cost to free them.
Other winners from the region include TBWA\RAAD Dubai for its “Chickenstock” campaign for KFC, which won a silver trophy, the UAE Government Media Office for “The Warm Winter Livestream” campaign, which won a bronze trophy, and VMLY&R Commerce MENA Dubai’s “Twitter Feminine Arabic” campaign for Twitter, which won a silver trophy.
Carla El-Maalouli, head of marketing for Twitter in the MENA region, said the company was honored to be recognized at the festival for a campaign “that captures our ethos of inclusivity.”
“As a company, Twitter is continuously exploring new ideas and projects to ensure the platform is representative of the diverse voices that shape the conversation and the Arabic Feminine language setting is a continuation of our work around inclusive language,” she added.
The special awards of the night included:
Creative Company of the Year (previously Holding Company of the Year): WPP
Network of the Year: Ogilvy
Independent Network of the Year: Serviceplan Group
Agency of the Year: Dentsu Creative, Bengaluru
Independent Agency of the Year: We Believers, Brooklyn, USA
Creative Brand of the Year: Burger King
The Regional Network of the Year for Europe, Middle East and Africa was awarded to Publicis Worldwide.