DUBAI: Dubai Lynx, the Middle East’s festival for creative excellence in branded communications, has awarded this year’s winners at a ceremony in Dubai.
Ian Fairservice, the vice chairman of Dubai Lynx, said: “After a successful return to a physical event yesterday, I’d like to congratulate our 2023 Dubai Lynx award winners for setting the creative benchmark in MENA for a 16th year.”
This year marked Saudi Arabia’s first grand prix in the mobile category, which was awarded to delivery app HungerStation and its agency Wunderman Thompson for their campaign “The Subconscious Order.”
A new feature on the HungerStation app has been introduced to recognize when a user has been scrolling for some time. The “subconscious ordering” tool is then launched.
The app then displays a variety of cuisines, and the front camera tracks the eye’s interest. Using artificial intelligence and proprietary food topic modeling, the app then suggests a list of relevant restaurants.
The campaign, which was also deployed on HungerStation’s social media channels, resulted in 2.5 million impressions and 78,000 new customers.
Saudi Arabia also won its first gold trophy in the radio and audio category, thanks to the campaign “Sound of the Flag,” created by SRMG Labs and the King Salman Center for Disability Research.
National Day is the biggest celebration in the Kingdom, yet approximately 720,000 people with impaired hearing are unable to listen to the national anthem.
So, the two companies teamed up to design a wearable “hearing flag” that enables people to feel the song.
The flag features sensors in the fabric to create an immersive experience that brings music to life in a way that the body can feel physically.
Simon Cook, CEO at Cannes Lions, said: “We can see lots of exciting shifts taking place in the Middle East and North Africa, and this year’s winners really showcase the level of excellence coming from the region and the new trends emerging from a post-pandemic body of work.”
Leo Burnett was named network of the year and its Dubai office was named MENA agency of the year, while Starcom received the award for media network of the year.
The full list of winners can be viewed here.