IT’S SHOWTIME

TOP CREATIVES GIVE THEIR DUBAI LYNX PREDICTIONS.

How much work are you entering?

We are entering four campaigns across 20 different categories.

What do you think is your strongest work?

We are proud of our work for Citi, the Hidden Hindi poster, which has been performing well at international advertising festivals such as Cannes, Loeries and Global Cristal.

Which categories do you think you are strongest in?

This year in particular we are strongest in the Poster category.

Which other categories will be most interesting?

I always like to pay attention to Mobile and Digital. These categories never cease to impress when it comes to big ideas.

What themes do you expect to see in the work this year?

I’m expecting to see more work on sustainability issues. Our society is becoming more responsible for environmental issues, and it’s quite evident that we’re trying to catch up with the rest of the word. I think it will reflect in some campaigns this year.

Which campaigns by other agencies do you expect to do well?

Campaigns that I loved, which have already garnered some well- deserved buzz, are The Spacesuit Collection from Impact BBDO, the Omo Tag from TBWA/Raad and #PostWisely from Leo Burnett.

What do you hope to get out of the festival itself?

Dubai Lynx is not only a celebration of our region’s creativity; it’s the fuel that pushes us forward, where agencies, clients and production houses share the same agenda and excitement. I am massively inspired when I see this being achieved.

What advice do you have for creatives attending Lynx for the first time?

As a young creative, it’s always great to get inspired by legends such as Piyush Pandey and Rob Reilly. I hope the young generation of our industry can still find their heroes in advertising – the ones that keep reminding us that hard work does pay off, and that good ideas are at the core of moving our industry forward.