Coca-Cola’s ‘The Dark Iftaar’ has won numerous accolades in regional Festivals. At the Cannes Lions International Festival of Creativity, ‘Finding Light In The Dark’ has bagged a Bronze Lion. The award is jointly shared by Memac Ogilvy Dubai and FP7/DXB. There were a total of 107 Lions given in the Promo and Activation category.
The Grand Prix was claimed by ‘OptOutside’ for outdoor retail company, REI, by Venables Bell & Partners, San Francisco – work that Jury President, Rob Reilly, Global Creative Chairman of McCann Worldgroup, called the bravest idea of the decade.
He said, “It’s about a brand living its authentic truth. A brand that places more value in its customers than short term profit and operates with conviction. It didn’t impact culture, but exploded it. We wanted to identify a campaign that had purpose-led marketing. We wanted to send out the message that while doing charity work is good, doing work for big brands that can solve problems through creativity, and that is what it is all about.”
Speaking on the MENA win, Paul Shearer, Chief Creative Officer at Memac Ogilvy said, “Most of the work seen from the region had local flavor to it. Even if its a low budget campaign, we need big stories that reach out to the global audience.”