DUBAI: Leo Burnett Riyadh was the big winner at this year’s Cresta Awards ceremony, an annual event held to recognize creativity in advertising and marketing.
The agency collected five silver and five bronze awards in various categories — including Print Craft, Print and Out-of-Home, and The Media Magic Award — for its campaigns for client Ikea.
The Middle East region as a whole won 36 awards in the competition, which saw entries from more than 70 countries.
A total of 347 entries were shortlisted, of which 58 were from the Middle East.
The UAE was also a big winner thanks to its push toward digitization and innovation.
The UAE Government Media Office picked up two silver and seven bronze awards for its three campaigns: “The Donation Plate,” which promotes the “100 Million Meals” scheme, “The Warm Winter Livestream” tourism campaign and “The Visitor from the Future” for the Dubai Museum of the Future.
Advertising agency Saatchi and Saatchi MEA won one gold, one silver and four bronze awards for its “Empty Plates” campaign for the UAE Government Media Office.
Horizon FCB Dubai picked up four gold, two silver and two bronze awards for its “Breakchains with Blockchain” campaign for the Children of Female Prisoners’ Association.
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, Horizon FCB and the association created non-fungible tokens, each designed to tell the story of a woman sent to prison and priced at the amount it would cost to free her.
Among the other winners were Impact BBDO Dubai, which picked up a Grand Prix in the Print and OOH category and a gold award in the Ambient and Experiential category for its “The Elections Edition” campaign for Lebanese newspaper An-Nahar.
The Film House Doha won a bronze award in the Brand Content category for its “Unparalleled” campaign.