The WARC Prize for MENA Strategy that recognizes the best strategic marketing thinking that has driven results for businesses in the region, has awarded 14 papers.
Taking top honors is TBWA\RAAD (UAE), the winner of the Grand Prix for the ‘Ensa Joura’ campaign which saw TV station Murr Television (MTV) taking on the challenge of fixing potholes across roads in Lebanon, bypassing government consent and gathering widespread acclaim.
Commenting on the campaign, Jury Member Olga Kudryashova, Strategic Planning Director, Y&R MENA said, “From beginning to end, it was strategic and cleverly framed. They put the brand last, they mobilised people and they admitted to mistakes they made, revealing that their first attempts didn’t work.”
Four Golds, four Silvers, three Bronzes and three special awards, recognizing specific areas of excellence, were also awarded by the judging panel made-up of 15 marketers and agency side industry professionals chaired by Asad Rehman, Director, Media, North Africa & Middle East, Unilever.
Local brands account for the majority of the wins with three global brands – Unilever’s OMO, Henkel’s Pril and Coca-Cola also winning metal.
Alongside two winning pan regional campaigns, award-winning work ran in the UAE (3), Egypt (3), Lebanon (1), Tunisia (1), Saudi Arabia (1) and Qatar (1).
The WARC Prize for MENA Strategy 2017 winners are:
Grand Prix
• TBWA\RAAD Dubai, UAE, ‘Ensa Joura’, Murr Television
Gold
• Leo Burnett Dubai | Starcom Dubai, UAE, ‘Tropa for Life’, du + Special Award for Research Excellence
• FP7/Dubai, UAE, ‘The Least Active Kids in History’, OMO
• FP7/Dubai | Memac Ogilvy Dubai, UAE, ‘Finding Light in the Dark’, Coca-Cola
• J. Walter Thompson, UAE, ‘I Can Teach You Too’, Dubai Cares
Silver
• FP7/CAI (part of McCann Worldgroup), Egypt, ‘The Sweet Donation’, Baheya Cancer Hospital + Special Award for Channel Thinking
• Momentum, Egypt, ‘The First Step Is You’, The Egyptian Autistic Society + Local Hero Special Award
• TBWA\RAAD, UAE, ‘One-Drop Bottle’, Pril
• FP7/Tunis, Tunisia, ‘The Hamman Fighter’, Orange Tunisia
Bronze
• Impact BBDO Cairo, Egypt, ‘Selfie Fails’, Camon C9
• J. Walter Thompson, Saudi Arabia, ‘LaYwagif: The First Online Entertainment Hub’, Saudi Telecom Company
• TBWA\RAAD, Qatar, ‘Recruiting for Qatar’, Teach For Qatar
