Some of the biggest corporates in MENA are crafting strategies to better connect with the Arabian and the African consumer. If there was one underlying thread across most advertising messages seen in the year, it was the attempt from brands to own higher ground in a consumer’s life.
An example was seen in Leo Burnett’s Johnnie Walker ‘Keep the Flame Alive’ campaign that aimed to motivate Lebanese citizens to keep their inner flame alive. Conceptualised and executed by Leo Burnett again, the ‘Vote for Us, Vote for You’ campaign from KAFA tried to convince MPs to pass a law against domestic violence in return for votes. Both of these entries have done well at Cannes Lions as well, making it to the Promo and Activation Lions Shortlist.
The ‘Vote for Us, Vote for You’ campaign has received an entry in the ‘Use of Promotional Events and Stunts’ while the Leo Burnett’s Johnnie Walker ‘Keep the Flame Alive’ campaign in the ‘Use of Social audience in a promotional campaign’. Geometry Global, Dubai has received three shortlists – ‘Handle On Hygiene’ campaign for Unilever’s Lifebouy has received entries in two categories viz. ‘use of customer in-store experience’ and ‘fast moving consumer goods (not including food and drinks) while the lucky iron fish project has been shortlisted in the product launch/re-launch or multi-product promotion’ category. In the same category, another MENA agency on the shortlist is FP7/Dxb for Sony Experia Underwater Store.
Saudi Arabia’s J. Walter Thompson Riyadh has been shortlisted for “The Biggest Art Gallery in the World’ of Arabian Contracting Services in the ‘Corporate Image & Communication’ gallery. Israel’s ACW Grey Tel Aviv has been shortlisted for Israel Aids Task Force’s ‘the positive store’ in the ‘use of customer in-store experience’ category.
|PROMO & ACTIVATION LIONS SHORTLIST|
|Use of Promotional Stunts and Live Advertising||Vote For Us, We’ll Vote For You||Kafa||Women’s Rights NGO||Leo Burnett Beirut|
|Use of Customer in-Store Experience||Handle On Hygiene||Unilever||Lifebuoy||Geometry Global, Dubai|
|Product Launch/re-Launch or Multi-Product Promotion||Xperia Underwater Store||Sony Mobile Communications||Mobile||FP7/DXB Dubai|
|Product Launch/re-Launch or Multi-Product Promotion||The Lucky Iron Fish Project||Lucky Iron Fish||Fortified Nutrition||Geometry Global, Dubai|
|Use of Social Audience in a Promotional Campaign||Keep The Flame Alive||Diageo Lebanon||Johnnie Walker||Leo Burnett Beirut|
|Fast Moving Consumer Goods (not including foods & drink)||Handle on Hygiene||Unilever||Lifebuoy||Geometry Global, Dubai|
|Corporate Image & Communication||The Biggest Art Gallery In The World||Arabian Contracting Services (Al Arabia)||Corporate||J. Walter Thompson Riyadh, KSA|
|Use of Customer in-Store Experience||The Positive Store||Israel Aids Task Force||Second Hand Item’s From HIV Carriers||ACW Grey Tel Aviv|