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Communicate Online | Regional Edition | Advertising, marketing, public relations and media in the Arab world and beyond

Communicate Online | Regional Edition | Advertising, marketing, public relations and media in the Arab world and beyond

All the MENA winners at Cannes 2018

Cannes-Lions

Events & Awards

All the MENA winners at Cannes 2018

Advertising’s biggest festival is underway and regional agencies are making a splash at the awards.

It’s going to be a big year with Publicis Groupe’s sort of return and some being concerned that the festival needs to move out of Cannes, which is why we put together this survival guide.

In this article, we look at all the regional work that’s winning the biggest advertising awards.

Below, you’ll find:

  1. Scorecard. This will be updated with the number of awards by each regional agency
  2. Analysis. This will provide context to the wins and feature comments from the winning agencies
  3. The regional list of winners. Pretty obvious, no?

Scorecard:

TBWA\RAAD: 6

2 Gold

1 Silver

3 Bronze

J. Walter Thompson Casablanca: 3

1 Gold

1 Silver

1 Bronze

Y&R Dubai: 3

1 Gold

2 Bronze

BBDO: 2

2 Bronze

The Classic Partnership Advertising UAE: 1

1 Gold

Grey MENA: 1

1 Silver

FP7/DXB: 1

1 Bronze

TOTAL: 17

Analysis:

TBWA/RAAD is leading the charge with a total of six awards: 2 Golds, 1 Silver and 3 Bronzes. Many of these wins are on the back of its “Highway Gallery” campaign for the Louvre Abu Dhabi scoring the agency four of its six awards, while the other two – a Gold and a Bronze are thanks to Nissan’s “#SheDrives” and “Camelpower” campaigns. Earlier this year, the agency also won big at the Dubai Lynx 2018 where it won the title of Agency of the Year for the first time bagging eight Grand Prix trophies – among other awards – as well as Network of the Year for TBWA\Worldwide.

ALSO READ: TBWA\RAAD CEO reveals the agency’s transformation

J. Walter Thompson Casablanca became the first agency in Morocco to win a Lion – well, three to be precise – this year. It won a Gold, Bronze, and Silver… all for the same campaign, “Break The Speed” for KitKat. The campaign reflects the fast-paced life of today and how KitKat is always around when you want to take a break.

Illustrating speed through a stop-motion type technique, the treatment exposed the subject and their environment in full detail across one segment of the billboard. The remaining space was treated as background, with the character’s spatial scenario bleeding left and right into a visually arresting representation of speed lines.

Hazem Kaddour, managing director of J. Walter Thompson Casablanca says, “Break The Speed created a lasting impression due to its relevance in peoples’ everyday lives. The fascinating way the KitKat story was told – simply yet beautifully – makes us even prouder. I am also extremely proud of how JWT’s adaptability and agility meant the client’s needs were met by a team in Casablanca. The historic wins – first-ever Gold, Silver and Bronze Lions for Morocco – is something the entire nation can be proud of.”

Grey MENA‘s Silver for its LEGO campaign in the Print category is a “testament to the fact that simple ideas can be powerful and print continues to stay alive and kicking,” says Ali Shabaz, chief creative officer. “The challenge was to show how LEGO remains as the building block of imagination for millions of kids in the face of all the technological noise that surrounds them. The inspiration came from observing how a child reduces even the most complex to the most simple with LEGO bricks,” he adds.

Regional winners:

HEALTH: PHARMA

Campaign: RX Prescription Stickers

Agency: The Classic Partnership Advertising Dubai, UAE

Brand: Dubai Health Authority

Award: Bronze

COMMUNICATION: OUTDOOR

This category saw two regional winners: a Gold for TBWA\RAAD Dubai and a Bronze for J. Walter Thompson Casablanca making the latter the first agency in Morocco to win a Lion.

Campaign: Highway Gallery

Agency: TBWA\RAAD Dubai

Brand: Louvre Abu Dhabi

Award: Gold

 

Campaign: Break The Speed: Street/Factory/Office

Agency: J. Walter Thompson Casablanca

Brand: Kit Kat, Nestle

Award: Bronze

COMMUNICATION: PRINT & PUBLISHING

Two regional agencies won three awards in this category with Grey Dubai bagging a Silver and Y&R Dubai bringing home two Bronzes.

Campaign: Never Gets Old: Train/Plane/Car

Agency: Grey MENA Dubai

Brand: LEGO

Award: Silver

Campaign: Keep Your Teeth: Christmas Turkey/Moroccan Lamb Chops/Filet Mignon

Agency: Y&R Dubai

Brand: Colgate

Award: Bronze

Campaign: One Book of Art

Agency: Y&R Dubai

Brand: The Interreligious Council in Bosnia and Herzegovina

Award: Bronze

COMMUNICATION: RADIO & AUDIO

This category had only one regional win: a Bronze that went to TBWA/RAAD Dubai’s “Highway Gallery” for Louvre Abu Dhabi.

CRAFT: INDUSTRY

This category saw J. Walter Thompson Casablanca get even more accolades with a Gold and Silver, while Y&R Dubai bagged a Gold for its work for The Interreligious Council in Bosnia and Herzegovina.

Campaign: Break The Speed: Factory

Agency: J. Walter Thompson Casablanca

Brand: Kit Kat, Nestle

Award: Gold

Campaign: One Poster For Peace: Mosaics/Door/Relief/Beads/Carpet/Stained Glass

Agency: Y&R Dubai

Brand: The Interreligious Council in Bosnia and Herzegovina

Award: Gold

Editor’s Note: The below video is from last year’s campaign “One Book for Peace”

Campaign: Break The Speed: Office/Factory/Street/Metro Station

Agency: J. Walter Thompson Casablanca

Brand: Kit Kat, Nestle

Award: Silver

EXPERIENCE: BRAND EXPERIENCE & ACTIVATION

Campaign: Camelpower

Agency: TBWA\RAAD Dubai

Brand: Nissan

Award: Bronze

REACH: MEDIA

This category saw TBWA\RAAD win two more accolades for “Highway Gallery”. It’s worth noting that the creative agency won both a Silver AND a Bronze in the Media category. The other Bronze went to BBDO Pakistan for its “The Bridal Uniform” for UN Women.

Campaign: Highway Gallery

Agency: TBWA\RAAD Dubai

Brand: Louvre Abu Dhabi

Award: 1 Silver and 1 Bronze

 

Campaign: The Bridal Uniform

Agency: BBDO Pakistan

Brand: UN Women

Award: Bronze

REACH: PR

This category sees three regional creative – not PR – agencies winning some metal. TBWA\RAAD brings home a Gold for its second Nissan campaign to win a Lion; FP7/DXB wins the Bronze for what is so far the first local client this year to win a Lions, and BBDO wins another Bronze for its UN women campaign.

Campaign: #SheDrives

Agency: TBWA\RAAD Dubai

Brand: Nissan

Award: Gold

 

Campaign: Al Umobuwah

Agency: Fp7/DXB

Brand: Babyshop

Award: Bronze

Campaign: The Bridal Uniform

Agency: BBDO Pakistan

Brand: UN Women

Award: Bronze

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