Cre­ativ­ity stretches be­yond the silo walls

Campaign Middle East - - NEWS -

That’s the Dubai Lynx over for an­other year. Shares in Alka-Seltzer are set­tling down again, cre­atives are mut­ter­ing about how they “was robbed”, and some joiner has hit the jackpot, be­ing asked to ex­tend the tro­phy shelves in Emaar Square.

TBWA\Raad was the clear win­ner at the awards this year, and well done to them. They have pro­duced some stel­lar work in the past year, and it was rightly re­warded with a record eight Grands Prix. They won for Camelpower, High­way Gallery, The Pro­moti­con and many more. Turn to page 12 for a list of the Grand Prix win­ners. And check out cam­paignme.com and The Lynx’s own web­site to see who else won prizes.

After last year’s sur­prise tri­umph for Blue Bar­racuda in the Film cat­e­gory, this year saw an­other left-field win­ner: by Vice Ara­bia. It’s a fea­ture- length doc­u­men­tary, rather than a tra­di­tional TVC. And hands up any­one who thought of Vice as an ad agency. But look at the other cat­e­gories too: PR was won by a team of sci­en­tists; Out­door had a strong In­sta­gram ele­ment; and Ra­dio was won by a line of bill­boards. Re­mem­ber when we were all call­ing for si­los to be bro­ken down? Well they are gone now. And that’s great.

I had the luck, for the sec­ond year in a row, of host­ing the se­ries of Chief Cre­atives on the Is­land pan­els on the Net­work­ing Stage at the fes­ti­val, and while we couldn’t re­sist hav­ing a go at clients for pitch­ing too of­ten ( al­though Beat­tie & Dane’s Dana Al­h­han­bali prompted splut­ter­ing fits ga­lore when she re­vealed her agency re­fuses to work on re­tainer), we also dis­cussed di­ver­sity of ta­lent. Not only in terms of get­ting more women and more lo­cal staff into agen­cies – some­thing we still need to work on – but also in ac­cept­ing ideas from any­where. Cre­atives don’t have a mo­nop­oly on cre­ativ­ity, and should be open and even nur­tur­ing to ideas com­ing from clients, client-ser­vic­ing teams and peo­ple in the pub. Their strength and role is to re­fine those ideas and make them won­der­ful and make them work. No mat­ter where they come from and no mat­ter where they go – on a bill­board, into a film, into a mir­ror in a mall.

Du’s EVP of brand & cor­po­rate com­mu­ni­ca­tions Abdulwahed Juma, on page 26, also al­ludes to the dan­ger of in­flex­i­bls struc­tures. He warns that rigid brands hin­der creative work. “From time to time, you have to stretch the bound­ary and let them prac­tise their cre­ativ­ity,” he says.

That’s what the brands be­hind those Lynx win­ners have done. And while creative awards may end up on the shelves of the agen­cies, their clients can feel just as proud of those tro­phies. They’ve given their part­ners room to win.

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