Top Re­gional Win­ners at Cannes lions

ArabAd - - AWARDS -

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

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