TUKI GHIASSI
Executive Creative Director Publicis Middle East
What do you think is your strongest work?
We have entered the conventionbreaking ‘Jeep - Original Copies’ case. The rest is in the hands of the capable juries and judges. We are excited to see what feedback we receive, and the team have good reason to be proud of their efforts on this campaign.
Which categories do you think you are strongest in?
There is a lot of great work being produced in our region. In terms of awards, our mindset is to compete with the best, by putting our most creative and effective work in front of the judges. Just as our campaign itself challenged the conventions of advertising in the automotive industry, we hope to challenge some of the category conventions at Dubai Lynx.
Which other categories will be the most interesting to watch?
I have a personal passion for the Industry Craft and the Integrated categories, so I will be keeping a close eye on those two. But in general, where things get really interesting for me is in the sub-categories. Dubai Lynx has great diversity. You sometimes have digital and offline competing in the same category with sub-categories like Cultural Insight bringing even more richness. It will be interesting to see tailored cases across categories and how a single campaign answers any or multiple of them.
What themes do you expect to see in the work this year?
I’d love to see even more of the work that solves brand problems and tackle concrete business objectives.
Which campaigns by other agencies do you expect to do well?
It was interesting that every entry form at Dubai Lynx this year had a question that specifically asked about the cultural context of the work, and any regional nuances that international judges might not be familiar with. I expect that campaigns built on regional insights will resonate well with the judges.
What do you hope to get out of the festival itself?
As a Groupe the direction is very clear – we put talent first. This year, I am a mentor at the Young Lynx Academy as well as a jury member on the Young Lynx Integrated panel. I look forward to interacting with the talents. They always bring a fresh perspective, but I’m also always astonished at how resourceful they are. They are very clued up with new tools and exciting ways of bringing their ideas to life. It is enriching to spend time with them, and I take that renewed energy back to the office with me.
What advice do you have for creatives attending Dubai Lynx for the first time?
As I tend to say; ‘your input determines your output’. This mantra applies to an experience like Dubai Lynx as well. It is only as enriching as you make it for yourself. Be insatiably curious. Absorb as much as you can. Attend as many talks as you can. See as much work as possible. Network with as many people as you can. Feed your creative algorithm, and you will leave with a lot of great industry inspiration.