Top Regional Winners at Cannes lions
This year at Cannes Lions Festival of Creativity, the top winner was Leo Burnett Beirut, which collected an array of awards, six in total, including two gold: one in media category with its ‘Lebanon4sale’ campaign for Sakker El Dekkene and a second gold Lion in the inaugural glass category, with its ‘Vote for us. We’ll vote for you’ work for Lebanese NGO Kafa. This category aims to recognise work that challenges gender bias and shatters related stereotypes. The same campaign also won a bronze in PR. A further bronze in PR went to the agency for Johnnie Walker’s ‘Keep the flame alive’ and a silver for that same campaign in Cyber category.
“We are thrilled that Leo Burnett MENA has managed to, once again, secure a strong roster of wins – across various categories – at the Cannes Lions, the world’s biggest celebration of creativity in communications,” said Raja Trad, CEO of Leo Burnett/ Publicis Group MENA. “At Leo Burnett MENA, our clients trust us to break the mold, push creative boundaries, and produce cutting-edge, highly-engaging content that deeply resonates with consumers. We would like to thank our clients for continuously allowing us to operate outside the box and, of course, our Beirut and Dubai teams for delivering phenomenal work.”
Bechara Mouzannar, CCO of Leo Burnett MENA, said, “This is the seventh consecutive year that we have won awards at the Cannes Lions. Each time, we face increasingly stiff competition and go head-to-head with truly innovative ideas and campaigns from around the world. Leo Burnett MENA’S ability to set itself apart from the rest is a testament to our commitment to generating content that transcends creative limitations and taps into audiences’ cultural references. Looking ahead, we hope to continue to produce powerful work that makes us strong contenders in the global creative communications arena.”
In total, the agency scooped a total of six Lions.
JWT Entertainment in Cairo bagged a coveted Titanium award for Abla Fahita, an entertainment brand that has created an entirely new business model in advertising. The award marks the first time any agency in Egypt has ever won a Titanium at Cannes Lions.
The story of Abla Fahita, a witty puppet created for advertising, is one of legend in the MENA region and has evolved the role of the industry in Egypt. Her remarkable transformation from a puppet that advertises brands, all the way to business equity and an entertainment brand in her own right, began with her humorous comments on live Egyptian issues. With her popularity soaring rapidly she rode the wave of online content stardom and released a massive hit single with one of Egypt’s leading musicians, Hassan el Shafei. Then came a move away from the small screen, culminating in an official speaking event at the Dubai
Leo Burnett team