F I R AS MEDROWS
EXECUTIVE CREATIVE DIRECTOR,DDB DUBAI
This year from DDB Dubai we have a total of seven campaigns spanning 42 entries, which is almost twice the number we had last year.
The work is spread across multiple categories. Print, Outdoor, Design, Direct, Promo & Activation, PR, Print & Outdoor Craft, Integrated, Media and Film.
Our McDonald’s campaign “Faster Food”, UN Women Egypt campaign “To Find What Can›t Be Found” and the Vernel campaign “Brings Out the Soft” are our top contenders. Nevertheless, I believe we have a solid body of work that stands a good chance at this year’s competition.
I also like some work from the other agencies, especially the Louvre Abu Dhabi’s campaign “Highway Gallery” from TBWA\RAAD Dubai. It’s my favourite campaign this year. It’s a big idea and a great example of integrating traditional media with technology. Personally, I believe it will do extremely well not only regionally but internationally too. We also have some really good work that did very well at the international award shows last year that we will see at Lynx this year. The “One Book” from Y&R Dubai and “Camel Power” from TBWA\RAAD Dubai, among others.
In lieu of the #metoo movement and Saudi Arabia opening up socially and culturally, this year we can expect to see very good work about women’s empowerment. And personally, I’m very excited and curious in equal measure.
Best of luck everyone. And may the best work shine through.