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Dubai Lynx, 2016

Tipo de premio: Advertising Awards

The Dubai Lynx International Festival of Creativity is the Middle East and North Africa (MENA) region’s annual must-attend event for the creative communications industry to learn, network and be inspired. The 2016 Festival takes place from 6 – 8 March at the Madinat Jumeirah, Dubai, when we celebrate 10 years of inspiring creativity at Dubai Lynx and look ahead to the next decade. Closing the Festival on 9 March, the Dubai Lynx Awards celebrate the region’s best creative work.
New initiatives for Dubai Lynx's tenth anniversary include an expanded content programme with big ideas explored on the Inspiration Stage, MENA-specific issues discussed in Arabic and English on the Regional Stage, and data-driven creativity unpacked on the Data x Innovation x Tech Stage. There's also a bigger Festival site incorporating the new Festival village and Water Terrace.

Dubai Lynx is part of Lions Festivals, organisers of Cannes Lions, Spikes Asia, Eurobest and the Asian Marketing Effectiveness and Strategy Awards. The Festival and Awards are produced in partnership with Motivate, with the support of Dubai Media City (DMC) and in association with the UAE Chapter of the International Advertising Association (IAA).

 

Special Awards

Agency of the Year:

1. Impact BBDO, Dubai

2. Memac Ogilvy, Dubai

3. J. Walter Thompson, Dubai

Media Agency of the Year:

1. UM MENA, Dubai

2. Starcom Mediavest Group, Dubai

3. OMD, Dubai

Network of the Year:

1. J. Walter Thompson

2. BBDO

3. Ogilvy & Mather

Lynx Palm Award:

1. Good People, Beirut

2. Lighthouse Films, Cairo

3. Déjà Vu, Dubai

Advertiser of the Year: Emirate NBD

Advertising Person of the Year: Sheikh Waleed Al Ibrahim, MBC Group

Independent Agency Of The Year:

1. King Tut’s Playground, Cairo

2. Spark* Publinet, Dubai

3. Bold Agency, Riyadh

University of the Year: The Lebanese American University

 

 

 

Merry Balconies [video]

Añadir a la colección
Añadir una nota
Sector Detergentes
Media Publicidad en TV y cine, Digital, Direct
Mercado Líbano
Agencia H&C Leo Burnett Beirut
Publicado octubre 2015

Premios

Dubai Lynx, 2016
Promo & Activation PROMO & ACTIVATION: USE OF PROMO & ACTIVATION: USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING / LIVE SHOWS / CONCERTS & FESTIVALS GRAND PRIX
Direct DIRECT: USE OF DIRECT MARKETING: AMBIENT MEDIA: SMALL SCALE SILVER
Media PRODUCT/SERVICE: FAST MOVING CONSUMER GOODS SILVER
Promo & Activation PROMO & ACTIVATION: PRODUCT/SERVICE: FAST MOVING CONSUMER GOODS SILVER
Media USE OF MEDIA: USE OF AMBIENT MEDIA: SMALL SCALE SILVER

Creditos y descripciones

CLIENT PROCTER & GAMBLE
PRODUCT BONUX
ENTRANT LEO BURNETT BEIRUT, LEBANON
TYPE OF ENTRY DIRECT: USE OF DIRECT MARKETING
CATEGORY AMBIENT MEDIA: SMALL SCALE
TITLE MERRY BALCONIES
PRODUCT/SERVICE BONUX
ENTRANT COMPANY LEO BURNETT BEIRUT, LEBANON
ADVERTISING AGENCY LEO BURNETT BEIRUT, LEBANON
MEDIA AGENCY STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES
PRODUCTION COMPANY GOOD PEOPLE BEIRUT, LEBANON
Brief Explanation
The initiative was targeted to the less fortunate ladies living in a neighborhood of Beirut that is poorly lit and cannot afford to have decorations for Christmas. We went to their homes and directly distributed small Bonux branded bags each containing 12 illuminating pegs. This was reflected in a call to action mechanism where we invited the ladies to use those illuminating pegs to hang their laundry after which we filmed the transformation of the neighborhood and crafted a film out of it.
Creative Execution
The initiative was inline with Bonux’s equity and purpose. We help ladies make lemonade when life gives them lemons. With a prevalent balcony culture where they spend most of their days, we brought back the cheer with illuminating pegs that lit up their neighborhood. • We gave away small Bonux bags containing 12 illuminating pegs to ladies of an impoverished neighborhood in Beirut • The ladies used them to hang their laundry which colored their neighborhood and brought back the cheer for Christmas • We filmed the ladies’ reactions and neighborhood transformation and crafted an edit that was leveraged on our Facebook page
Results
Our ladies who are resourceful ladies seeking smart solutions in life were very appreciative of this smart idea. We were able to bring back the happy spirit to the neighborhood that we targeted and prove that simple things can bring joyful moments in life. Despite the limited budget put behind this initiative, be it in shoot, editing or media investment, the results were fantastic. We managed to: • Attain 800K views out of a potential audience of 500K • Generate 99.96% positive sentiment as almost everyone was expressing their enthusiasm and love for the idea which grew to even praising the product! • Generate 13x engagement rate compared to industry standards (11% versus 0.83%)
Credits
NAME COMPANY POSITION
BECHARA MOUZANNAR LEO BURNETT BEIRUT CHIEF CREATIVE OFFICER
MALEK GHORAYEB LEO BURNETT BEIRUT REGIONAL EXECUTIVE CREATIVE DIRECTOR
MANAL NAGI LEO BURNETT BEIRUT CREATIVE DIRECTOR
NABIL RASHID LEO BURNETT BEIRUT CREATIVE DIRECTOR
SARI AL ASSAAD LEO BURNETT DUBAI ART DIRECTOR
CHARBEL ABOU JREICH LEO BURNETT BEIRUT ART DIRECTOR
ALEX SIMONIAN LEO BURNETT BEIRUT REGIONAL COMMUNICATION DIRECTOR
ELSA AZAR LEO BURNETT BEIRUT COMMUNICATION EXECUTIVE
DALIA ABI MOSLEH LEO BURNETT BEIRUT COMMUNICATION EXECUTIVE
LAMA BAWADI LEO BURNETT BEIRUT SENIOR COPYWRITER
MARIA ETER LEO BURNETT BEIRUT COPYWRITER
MARLEINE JABER LEO BURNETT BEIRUT AGENCY PRODUCER
DESPINA MEMAROGLI LEO BURNETT BEIRUT ART DIRECTOR
NAYLA ZAHAR LEO BURNETT BEIRUT ART DIRECTOR