Awards » Dubai Lynx » Dubai Lynx, 2016

Dubai Lynx, 2016

Award Type: 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

 

 

 

ABANDONED LIVES [image]

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Industry Environmental & Animal Issues
Media Direct marketing
Market United Arab Emirates
Agency Lowe Mena Dubai
Released November 2015

Awards

Dubai Lynx, 2016
Direct DIRECT: STRATEGY: BEST LOW BUDGET CAMPAIGN GOLD
Media USE OF MEDIA: USE OF AMBIENT MEDIA: SMALL SCALE GOLD
Promo & Activation PROMO & ACTIVATION: PRODUCT/SERVICE: CHARITIES, PUBLIC HEALTH, SAFETY & AWARENESS MESSAGES SILVER
Media USE OF MEDIA: USE OF AUDIO PLATFORMS SILVER
Media PRODUCT/SERVICE: CHARITIES, PUBLIC HEALTH, SAFETY & AWARENESS MESSAGES BRONZE

Credits & Description

CLIENT 38SMILES
PRODUCT NON PROFIT ANIMAL RESCUE GROUP
ENTRANT MULLENLOWE MENA DUBAI, UNITED ARAB EMIRATES
TYPE OF ENTRY DIRECT: STRATEGY
CATEGORY BEST LOW BUDGET CAMPAIGN
TITLE ABANDONED LIVES
PRODUCT/SERVICE NON PROFIT ANIMAL RESCUE GROUP
ENTRANT COMPANY MULLENLOWE MENA DUBAI, UNITED ARAB EMIRATES
ADVERTISING AGENCY MULLENLOWE MENA DUBAI, UNITED ARAB EMIRATES
Brief Explanation
We created a disruptive moment to people in key locations in Dubai to hit them with our message. This campaign was a direct communication with our target to get their attention, raise awareness and make them take action about the abandoned pets problem.
Creative Execution
The creative execution was relevant because we used this common and very visible issue of abandoned cars to help springboard our campaign message to bring awareness to the ‘invisible problem’ of abandoned pets. We located abandoned cars across key locations in Dubai and fixed them with motion sensor devices. These devices produced loud sounds of pets crying when people walked within a 3-meter radius of the vehicle. We also installed hidden cameras around the selected vehicles to capture the reactions of people experiencing this activation to spread the message online and make all realize the severity of the problem.
Results
Over 85% of passerby reacted and got our message. In just one week the online film got more than 500.000 views and over 6.000 shares in Facebook, driving 50.000 new visitors to the 38smiles website and Facebook page. National news, magazines and other non-profit organizations shared and commented our film. Different radio stations in UAE and across the region talked about the idea. And most importantly, we put this problem in people’s faces giving the abandoned pets a second chance.
MOUNIR HARFOUCHE MULLENLOWE MENA CHIEF CREATIVE OFFICER
MARK LEWIS MULLENLOWE MENA EXECUTIVE CREATIVE DIRECTOR
SIMON REID MULLENLOWE MENA CREATIVE GROUP HEAD
FELIPE MENEZES MULLENLOWE MENA ART DIRECTOR
ALBERTO TRIANA MULLENLOWE MENA COPYWRITER
ROSS HARDIMAN MULLENLOWE MENA COPYWRITER
JOY FILMS JOY FILMS PRODUCTION HOUSE
PRASAD GIRI MULLENLOWE MENA PRODUCTION TEAM