Awards » Dubai Lynx » Dubai Lynx 2018

Dubai Lynx 2018

Award Type: Advertising Awards

MENA's biggest celebration of creative communications
Dubai Lynx is all about showing off the MENA region's incredible creative output. It’s a four-day event that brings together top creatives, the world’s best brands, fledgling start-ups and everyone in between to learn, network and celebrate creative excellence in communications.

 

27 November -  Entries open

25 January 2018 - Late fees apply

8 February 2018 - Final deadline


Release of results
Early March: Shortlist online: Innovation
12 March 2018:  Shortlists online: Branded Content & Entertainment, Design, Direct, Film, Film Craft, Interactive, Media, Mobile, Outdoor, PR, Print & Publishing, Print & Outdoor Craft, Promo & Activation, Radio & Audio
14 March 2018:  Shortlists online: Creative Effectiveness, Healthcare, Integrated, Grand Prix for Good
14 March 2018:  Awards Ceremony
15 March 2018:  Winners online

Special Awards

Agency Of The Year

1. TBWA\RAAD, Dubai
2. BBDO Pakistan, Lahore

3. Y&R Dubai

 

Media Network Of The Year

1. OMD Worldwide
2. MediaCom

3. Magna Global / PHD Worldwide

 

Network Of The Year

1. TBWA Worldwide
2. McCann Worldgroup

3. BBDO Worldwide

 

Golden Palm Award

1. Good People Films, Egypt
2. Made In Saudi Films, Saudi Arabia

3. Dejavu, UAE

 

Advertiser Of The Year

du

 

Advertising Person Of The Year

Dani Richa, Chairman and CEO of BBDO Middle East, Africa and Pakistan

 

Independent Agency Of The Year

1. Good People Content, Cairo
2. Vice Arabia, Dubai

3. Vice Arabia, Dubai

 

University Of The Year

American University in Dubai

#Changetheclap [image]

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Industry Racial/Ethnic/Handicapped/Minority Awareness, Human Rights
Media Film, Outdoor, Billboard, Poster, Transportation & Vehicles, Direct marketing, Case study
Market Pakistan
Agency Impact BBDO Lahore
Associate Creative Director Moiz Khan
Creative Director Ali Reza, Hira Mohibullah
Art Director Haseeb Akram
Senior Art Director Shahzaib Hussain
Production Rocketman Films
Released September 2017

Awards

Spikes Asia 2018
PR Public Affairs & Lobbying Silver Spike

Credits & Description

Client: Asia Pacific Transgender Network
Agency: Bbdo Pakistan Lahore, Pakistan
Entrant: Bbdo Pakistan Lahore, Pakistan
Idea Creation: Bbdo Pakistan Lahore, Pakistan
Media Placement: Bbdo Pakistan Lahore, Pakistan
Pr: Mint Pr And Image Consultancy Lahore, Pakistan
Production: Rocketman Films Lahore, Pakistan
Business Director: Jamayal Tanweer (Bbdo Pakistan)
Associate Creative Director: Moiz Khan (Bbdo Pakistan)
Regional General Manager: Aamir Allibhoy (Impact Bbdo/ Bbdo Pakistan)
Regional Creative Director: Ali Rez (Impact Bbdo/ Bbdo Pakistan)
Regional Managing Director: Irfan Fatmi (Bbdo Pakistan)
Account Director: Idrees Hussain (Bbdo Pakistan)
Account Manager: Gulandam Shireen (Bbdo Pakistan)
Creative Manager: Faryal Ali (Bbdo Pakistan)
Social Manager: Alize Munir (Bbdo Pakistan)
Senior Art Director: Shahzaib Hussain (Bbdo Pakistan)
Graphic Designer: Ahmed Zafar (Bbdo Pakistan)
Strategic Planning Director: Assam Khalid (Bbdo Pakistan)
Creative Director: Hira Mohibullah (Bbdo Pakistan)
Community Manager: Aneera Fareed (Bbdo Pakistan)
Creative Manager: Hamza Amjad (Bbdo Pakistan)
Head Of Design: Haroon Rashid (Bbdo Pakistan)
Art Director: Haseeb Akram (Bbdo Pakistan)
Creative Director: Ali Rez (Impact Bbdo / Bbdo Pakistan)
Video URL: https://www.facebook.com/WeAre...
Synopsis:
The Campaign:
The campaign is backed by a powerful local insight associated with transgender people specifically in the subcontinent: the clap. This unique form of clapping, in which one spread-out hand is struck against the other palm to palm, is used frequently to degrade, mock and insult the transgender community.
The idea was to challenge a transphobic mind-set in the country by using the same hands – and transform the clapping action from one of ridicule to one of applause, respect and inclusion.
Transgender people in accomplished roles such as Pakistan’s first transgender model Kami Sid, asked people to #ChangeTheClap. From clapping AT transgender people to clapping FOR them, the campaign depicted how a simple shift in a gesture was powerful enough to transform entire mindsets. A change that is instrumental to empowering the community and giving them an equal standing in society.
Creative Execution:
An online film was launched on International Human Rights Day highlighting the need for a shift in mind-set. For the first time ever, instead of being reduced to lesser humans, accomplished transgender persons like Kami Sid and Neeli Rana were featured in high-achieving roles. The film concluded with a simple call to action: #ChangeTheClap.
People from 26 countries joined the movement, changing their clap from one of ridicule to one of applause. The world’s first transgender bot was also launched to clear misconceptions about transgender persons.
On-ground, posters were put up in public spaces and universities inviting people to #ChangeTheClap and a children’s book was distributed to create a shift in mind-set at an early age. The message was so powerful that it resulted into a movement as people across Pakistan raised their ‘claps’ on the issue leading up to the first of its kind, the world’s first clapping protest.
The campaign was an instant success as the film went viral in the subcontinent, spreading rapidly out to 26 different countries worldwide. With a $0 media budget, the campaign generated an organic reach of 15.5 million and over 20K shares. Total campaign views amounted to 3 million organically, while impressions were clocked at over half a billion.
Audiences participated in the movement by sharing videos of the change in their clap, as they celebrated transgender communities worldwide. The campaign became the catalyst for a societal movement in Pakistan which led a senate committee to approve the Transgender person (protection of rights) bill, giving transgender people full legal protection.
Most astonishingly, for the first time in Pakistan, the Centre for Islamic Ideology claimed ridicule against transgender people as un-Islamic.
In a first-of-its-kind, an integrated campaign for transgender rights changed ridicule into applause for transgender people with a simple shift in gesture.
Starting with an online film delivering a powerful message to #ChangeTheClap of mockery to a clap of applause using the same hands, set in motion a movement that became the catalyst for societal change.
User generated content from different countries poured in with people posting videos in support of the campaign. Aside from press, posters, and social media, the world's first trans-bot was also launched to directly interact with people and discuss popular misconceptions about transgender persons.
The strategy was to target the masses who only perceived transgender people in reduced roles, such as beggars or prostitutes or lesser humans and fight transphobia at every level.
Inspired by a simple change in gesture which highlighted and celebrated transgender persons in accomplished roles, the campaign involved the community, created an uproar around the issue, and started a conversation that reached policymakers in government.
Successfully leveraging the power of social media to drive social change, from online media, to offline channels, the campaign started a movement across multiple platforms.
This was the first time in Pakistan that real transgender people were shown in prominent-high achieving capacities instead of being restricted by how the society views them in weaker roles.