‘It is the one thing that keeps us go­ing’

Four of this year’s jury pres­i­dents and jurors ex­plain why so few grand prix win­ners were cho­sen and what work stood out

Campaign Middle East - - FRONT PAGE - Win­ner: Mo­bil­is­ing the 12th Man Client: C. S. Ham­mam-Lif Agency: Memac Ogilvy La­bel

Four of this year’s jury pres­i­dents and jurors ex­plain why so few grand prix win­ners were cho­sen and what work stood out.

The Dubai Lynx saw just a hand­ful of pres­ti­gious grands prix awarded this year, with only four out of a pos­si­ble 15 handed out, mak­ing it more elu­sive than ever as the in­dus­try cel­e­brates the best it has to of­fer.

Be­low, four jury pres­i­dents and judges ex­plain why the win­ners were cho­sen, and cast a crit­i­cal eye over the cat­e­gories that they presided over.

Print Craft

Gra­ham Fink, chief cre­ative of­fi­cer for China at Ogilvy Shang­hai, was pres­i­dent of both the in­te­grated and the film, print, out­door, ra­dio and print craft ju­ries

“Just the men­tion of the word grand prix makes my heart beat a lit­tle quicker. They are very spe­cial things. Win­ning a gold is hard enough, but to go up a whole level again, re­quires more than just a great idea. It must be bril­liantly crafted and have some kind of emo­tional ef­fect on the jury too. That’s why most people who work in this busi­ness have never won one. And rightly so. It’s the thing that keeps us go­ing. The un­reach­able star.

“So I felt it was right that the ju­ries at the Dubai Lynx only handed a few of these pre­cious things out on the awards night. It keeps the Lynx as high cur­rency. I sat on two ju­ries and we only awarded one grand prix. For il­lus­tra­tion. I re­mem­ber that cat­e­gory was one of the strong­est we had judged and there was a good feel­ing in the room. We had looked at many en­tries over the few days in film, print, out­door and craft and the gen­eral stan­dard was not es­pe­cially high. That said, when we put the best work to­gether the short­lists were pretty strong and we were en­cour­aged it was go­ing to be a good show on the night. Com­ing back to the il­lus­tra­tion cat­e­gory, there were some nice pieces, but it was the cam­paign for Al Sabeh Ce­ment that the jury kept re­turn­ing to and the more we looked at it the more it re­vealed it­self. En­larg­ing it on our screen we be­came en­grossed with all the sto­ries in each bub­ble and it was dif­fer­ent to all the other work. A wor­thy grand prix in­deed.

“I re­mem­ber the film cat­e­gory be­ing fairly weak and af­ter the first hour of view­ing I was get­ting a bit de­pressed, but then some nice spots ap­peared and things started to im­prove. I saw a nice cam­paign for Henkel Jebel Ali, which had a great line at the end. ‘Don’t en­ter the room be­fore you en­ter the room’. It was one of my favourites and we all laughed out loud at the du cam­paign, es­pe­cially ‘Too de­press­ing’. They both went gold. We awarded an­other to the Voda­fone Egypt spot with Magdy Ab­del­ghany. Luck­ily that guy is a nat­u­ral co­me­dian, which made it a very pop­u­lar ad and I’m sure it got talked about when it ap­peared.

“The other golds on my ju­ries were for Vir­gin Ra­dio (a lovely crafted print cam­paign) and C.S. Ham­mamLif’s ‘Mo­bil­is­ing the 12th man’, which is a piece of work I’m very en­vi­ous of. I re­ally wish I had done it. And surely that’s what awards shows are all about. Mak­ing you an­gry and in­spir­ing you at the same time. Mak­ing you want to be the first one in your agency the next day to start think­ing up next year’s grand prix.” Win­ner: Al Sabeh Ce­ment Client: Ci­menterie Na­tionale Agency: Im­pact BBDO Dubai

Me­dia

Philippa Brown, CEO of Om­ni­com Me­dia Group UK, was pres­i­dent of the me­dia jury

“The me­dia grand prix was won by the ‘Mo­bil­is­ing the 12th Man’ cam­paign from Tu­nisia and was a unan­i­mous de­ci­sion by the me­dia jury. What we as a jury were look­ing for were great in­sights, com­pelling ideas and fan­tas­tic re­sults. The 12th man cam­paign de­liv­ered on all three of these cri­te­ria. Us­ing the in­sight of no pub­lic gath­er­ings al­lowed in Tu­nisia, and the fact that the foot­ball team said that 50 per cent of their mo­ti­va­tion came from the crowd, the agency and client de­vel­oped an idea that al­lowed the crowd to be ‘vir­tu­ally there’ via the bril­liant use of mo­bile and TV work­ing to­gether. In­stead of just 8,000 people at­tend­ing, the cam­paign al­lowed them to con­nect with 93,000. Amaz­ing re­sult and the team also went on to win the game!

“Over­all I thought the me­dia en­tries were of a fairly high stan­dard – 249 en­tries in to­tal an in­crease year-onyear. There was one area though that needed greater at­ten­tion and that is prov­ing the busi­ness suc­cess of the cam­paigns en­tered. This is ex­tremely im­por­tant and a num­ber of cam­paigns were marked down be­cause this in­for­ma­tion was not avail­able.” Win­ner: Mo­bil­is­ing the 12th Man Client: C. S. Ham­mam-Lif Agency: Memac Ogilvy La­bel

Promo & Ac­ti­va­tion

Jordan At­las, ex­ec­u­tive cre­ative di­rec­tor at Ig­nited in the US, was a ju­ror on both the branded con­tent & en­ter­tain­ment, and di­rect, promo & ac­ti­va­tion, in­ter­ac­tive and mo­bile jury

“What stood out most about Henkel’s ‘Pre­serv­ing Pride’ idea was its sim­plic­ity and pu­rity of pur­pose. Pro­mo­tions and ac­ti­va­tions aren’t tra­di­tion­ally the most glam­orous work an agency gets to do, so when it’s done with such in­tel­li­gence and fo­cus as Henkel was, it de­serves the high­est level of praise. It’s an idea born straight out of the func­tion­al­ity of the prod­uct while still suc­cess­fully cap­tur­ing the true emo­tion of its au­di­ence. It’s also just a re­ally fun and light­hearted ex­e­cu­tion in a prod­uct ver­ti­cal not nec­es­sar­ily known for that.

“There was a lot of ex­tra­or­di­nary work in the pro­mo­tions and ac­ti­va­tions cat­e­gory. In my opin­ion, the ones that truly stood out were Coca-Cola’s ‘The So­cial Me­dia Guard’, Of­fre Joie’s ‘Vol­un­teers Do Not Seek Recog­ni­tion’, C.S. Ham­mam-Lif’s ‘Mo­bil­is­ing the 12th Man’, and, of course, UN Women’s ‘The Au­tocom­plete Truth’.

“The main rea­son no other grands prix were cho­sen in di­rect or in­ter­ac­tive was less about the work and more about tech­ni­cal­i­ties and rules.

“Un­for­tu­nately, pro-bono work is in­el­i­gi­ble for the high­est prize. If that weren’t the case, I’m cer­tain that ‘The Au­tocom­plete Truth’ would’ve taken home the top prize.

“Over­all, I was very im­pressed with the high qual­ity of work that was en­tered into the show. It was both in­sight­ful and ex­pertly ex­e­cuted. Per­haps, what stood out the most for me was just how sim­ple yet smart most of the work was. None of it felt con­trived or de­riv­a­tive. It was just fo­cused on real prob­lems and el­e­gant so­lu­tions.

“If there was one area that I be­lieve could use im­prove­ment it would be the way in which the ideas are pre­sented. The case study video is a great ve­hi­cle for out­lin­ing the prob­lem, so­lu­tion and re­sults but it takes a tremen­dous amount of clar­ity and dis­ci­pline to suc­cess­fully pull it off. There were more than a few ideas that al­most got passed over be­cause the case wasn’t clearly be­ing com­mu­ni­cated within the video. It would be a shame to see great work be­come over­looked be­cause of some­thing as sim­ple as an in­ef­fec­tive pre­sen­ta­tion story.

“All of that said, it was my hon­our to be part of the branded con­tent & en­ter­tain­ment as well as di­rect, promo & ac­ti­va­tion, in­ter­ac­tive and mo­bile ju­ries. The Dubai Lynx is an amaz­ing fes­ti­val run by some of the smartest minds in our in­dus­try. I look for­ward to see­ing the qual­ity of the work evolve even more in the com­ing years.” Win­ner: Pre­serv­ing Pride Client: Henkel Agency: DDB Dubai

Mo­bile

Andy Di­Lallo, chief cre­ative of­fi­cer at Leo Bur­nett Syd­ney, was pres­i­dent of the di­rect, promo & ac­ti­va­tion, in­ter­ac­tive and mo­bile jury and a mem­ber of the in­te­grated jury

“The mo­bile cat­e­gory as a whole was quite thin, with only around 15 en­tries. I be­lieve in the end we cut this to three fi­nal­ists. There was quite a bit of dis­cus­sion around what was awarded, but in the end the grand prix was unan­i­mous.

‘Mo­bil­is­ing the 12th Man’ by Memac Ogilvy La­bel in Tu­nisia was a piece of work that used the medium to achieve some­thing mean­ing­ful to fans as well as the play­ers. Through an in­no­va­tive use of tech­nol­ogy they where able to make the im­pos­si­ble pos­si­ble, con­nect­ing fans with their team even in the face of govern­ment bans on pub­lic as­sem­blies. This fun­da­men­tal con­nec­tion is at the heart of the brand’s pur­pose. By find­ing a way to in­sure this con­nec­tion wouldn’t be bro­ken they have not only main­tained the loy­alty of their core base but have cre­ated talk­a­bil­ity with a much wider au­di­ence. Lastly, they have found a way to use the sec­ond screen (mo­bile) to im­prove the view­ing ex­pe­ri­ence of the pri­mary screen (TV) with­out steal­ing at­ten­tion away.”

Dou­ble win­ner… Memac Ogilvy La­bel’s ‘Mo­bil­is­ing the 12th Man’ for

Print craft… Im­pact BBDO Dubai’s cam­paign for Ci­menterie Na­tionale

Tu­nisian foot­ball club C.S. Ham­mam-Lif won both the mo­bile and me­dia grand prix

won for il­lus­tra­tion

Promo & Ac­ti­va­tion... DDB’s ‘Pre­serv­ing Pride’

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