Cannes Lions 2025 contenders: MENA campaigns to keep an eye on
As a result of this success last year, the UAE climbed three spots to claim the eighth spot globally on the Lions Creativity Report 2024 – the Cannes Lions definitive rankings of countries – which has become the global benchmark for impactful creativity and creative effectiveness.
This year, Cannes Lions has also announced several updates in awards criteria for its 72nd edition. Among the most significant changes this year is an increased emphasis on representation and inclusivity, with new measures aimed at broadening access and updating award categories to better reflect the evolving creative industry.
A new sub-category dedicated to long-term brand platforms has been introduced across several Lions. The addition aims to spotlight campaigns that demonstrate long-term effectiveness, foster brand loyalty, and deliver measurable business outcomes through ongoing creative efforts. Additionally, the Social & Influencer Lions have been renamed Social & Creator Lions, reflecting the increasing prominence of the creator economy.
For 2025, Campaign Middle East has compiled a list of some campaigns that industry leaders have hailed as top contenders from the region. The list below comprises:
Name of the campaigns,
Name of the clients,
Agency that made the submission,
Links to the campaign hero videos or creatives
THE DARK CIRCLE SALE
Client: Home Centre
Agency: LEO Lebanon
SAFE AT 3AM
Client: Dubai Tourism
Agency: VML Dubai
Client: Testicular Cancer Society
Agency: FP7 McCann MENAT
Client: KFC
Agency: TBWA\RAAD
Client: McDonald's
Agency: FP7 McCann MENAT
Client: Nana
Agency: Saatchi & Saatchi UAE
Sieh dir diesen Beitrag auf Instagram an
Ein Beitrag geteilt von Nana Arabia (@nanaarabia)
Client: HungerStation
Agency: VML Dubai
Client: Visa
Agency: Saatchi & Saatchi UAE
Client: Transparency International Lebanon
Agency: TBWA\RAAD
POST POST CREDITS
Client: Kraft-Heinz
Agency: FP7 McCann MENAT
THE GREAT INDIAN DUNK
Client: NBA
Agency:LEO UAE
Client: Al Joumhouria
Agency: TBWA\Raad
THE SUPER SUB
Client: Kudu
Agency: VML Riyadh
Client: King Faisal Specialist Hospital & Research Centre
Agency: Publicis Middle East
Client: Pizza Hut
Agency: Publicis Middle East
Client: Home Centre
Agency: Publicis Middle East
FOR THE LOVE OF KUDU
Client: Kudu
Agency: VML Riyadh
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Campaign ME
06-08-2025
- Campaign ME
How the Middle East is positioning itself as a global sports leader
The Middle East is becoming a sports powerhouse. Most recently, one of its leading lights took centre stage when Al-Hilal knocked Manchester City out of the Club World Cup to reach the tournament's first-ever quarter finals. As the Middle East steers away from being an economy dependent on oil, it is actively repositioning itself as a leader in sports globally by becoming a hub for major sporting events. For instance, KSA has invested £5bn ($6.6bn) in sports since 2021 as Saudi Arabia's Vision 2030, placing sport at the heart of this transformation and as an engine of economic dynamism. The Kingdom is actively converting oil wealth into cultural capital: investing in football, live events, leisure, and tourism infrastructure. This isn't just about sport – it's about shaping global connection narratives and increasing Saudi Arabia's relevance on the world stage. Building Middle East sporting event brands When it comes to hosting sporting events, the Middle East has looked to position itself as a destination that other countries can't rival. It focuses on building a luxury image around its events compared with sports events in other regions. Some of this was evident at the FIFA men's World Cup in 2022 in Qatar and no doubt will be when Saudi Arabia hosts the 2034 World Cup. The region has also hosted F1 Grands Prix since 2004 along with high-profile boxing events and golf tournaments. The sense of 'premium-ness' created around ME's sporting events comes in part from its extensive infrastructure developments, which are capturing the imagination of fans around the world. The region is also expanding its sporting events and entertainment to boost its destination travel economy. For instance, a football-inspired theme park. Real Madrid World was opened in 2024, to extend its football association and visitor attractions. But it is F1 that epitomises ME's lavish marketing style. Although the penultimate rounds of the championships in Qatar and Abu Dhabi may take place elsewhere this year due to conflict in the Middle East, in previous years, the Middle East has put on a grand show. The circuit on Yas Island has luxury suites, an indoor water park, a golf course, and a Ferrari theme park. The Yas Marina Circuit for the Abu Dhabi Grand Prix in 2024 also included high-profile entertainment with live music from Eminem, Muse, and Peggy Gou among others. Al Hilal building a football club as a cultural brand Building a strong home-grown sports brand – and not just relying on pre-existing global tournaments including ME in their fixtures—is key to creating global interest and local support. The Al Hilal rebrand reimagined its positioning and expression, evolving from a successful club into a symbol of national pride and cultural ambition. The message of the rebrand shows that this club is not only for Saudi Arabia, but for the world and the future. With a revitalised brand, ambitious plans (it's looking to poach Newcastle's Alexander Isak) and its recent statement in performance at the FIFA Club World Cup, Al Hilal is earning attention and respect, not through advertising, but through action. It understands the power of big-name team additions. On-pitch signings like Neymar and Mitrović act as distribution engines. They extend content reach, boosts international interest, and helps attract younger fans across platforms. In a similar example, when Ronaldo joined Al Nassr, the club's Instagram following grew from 850K to more than 10m in less than 30 days. The future of sports in the Middle East The Middle East will continue to position itself as a sporting powerhouse thanks to Saudi Arabia hosting the 2034 FIFA men's World Cup. The World Cup will be played in 15 stadiums across five cities in the Middle East, including its one-of-a-kind stadium, which will be 350 metres above ground level and will be accessible only by lifts. Saudi Arabia is also the long-term partner of WWE, which was put in place in 2018 to help WWE grow its presence in the Middle East and grow Saudi's connections to sporting events. It is already confirmed that the Kingdom will host WWE's inaugural international Royal Rumble in January 2026. The themes emerging from the Middle East The Middle East is rebranding as a region, and we are seeing how a nation can be repositioned in part through its sport and entertainment ecosystem. Sports tourism, infrastructure and entertainment are no longer separate strategies – they are all part of a cohesive brand system. The power of Vision 2030 is a cohesive approach that everyone can get behind. It focuses investment, attention and creativity. It is central to the Middle East to build a brand to show the world that they must reappraise this region. The Middle East is focusing on fan-centric design. Clubs like Al Hilal are investing in the foundations and emotions of fandom, not just the players or the results. Brand equity is now about experience, meaning and share-ability. Sport is a conduit for cultural confidence through Saudi Arabia. The country is exporting its own voice proudly and distinctively. By Hector Saracho, Executive Director, Head of Strategy at Interbrand.
Campaign ME
04-08-2025
- Campaign ME
Saudi's King Salman Park appoints Chief Communications and Marketing Officer
Saudi Arabia's King Salman Park Foundation, one of Riyadh's four mega-projects, has appointed Simon Shaw, the former Chief Creative Officer at global communications agency Burson, as its Chief Communications and Marketing Officer. Shaw, who moved to Riyadh in April 2025 to take up the role, will oversee marketing and brand communications for King Salman Park. With prior roles as the Global Chief Creative Strategy Officer at public relations company Hill & Knowlton and Chief Creative Officer at Burson, Shaw brings a strong track record of working with international clients on their communications and marketing strategies, and activations. He previously led the strategy, creative and content teams, and headed strategic communications across major brands and corporate clients for both Burson and Hill & Knowlton, including clients in the Middle East region, China, the US and Europe. Simon Shaw – marketing, communications and architectural experience At Hill & Knowlton, Shaw was the first Chief Creative Officer. He led the creative transformation of the agency, building a network of 10 innovation and creative hubs around the world. These hubs house specialised expertise in content and publishing strategy, data and analytics, behavioural science, digital planning and optimisation, creative direction, and creative strategy. With degrees in architecture from the University of Edinburgh and the Bartlett School of Architecture (UCL), Shaw began his career in architecture before transitioning into brand experience and strategy, and ultimately into marketing and communications. Commenting on the role in a LinkedIn post, Shaw said, 'I am proud and honoured to join the team at the King Salman Park Foundation as their Chief Communications and Marketing Officer. It is an opportunity to bring together my communications, marketing and architectural experience and play a small part in the delivery and operation of one of the most exciting and impactful projects in the capital city of Riyadh.' Before joining Burson, Shaw held significant creative leadership positions, including roles at Exposure, Good Relations and Imagination. His industry renown is underscored by his contributions as a speaker and judge at global events such as Cannes Lions and the D&AD, where he served as jury president. Saudi Arabia's King Salman Park Launched by the Custodian of the Two Holy Mosques, Saudi Arabia's King Salman bin Abdulaziz, and His Royal Highness Crown Prince Mohammed bin Salman, King Salman Park is set in the heart of Riyadh, the capital of the Kingdom of Saudi Arabia. King Salman Park is one of the world's most ambitious and transformative urban regeneration projects covering an area of 17.2 square kilometres, which includes 11 square kilometres of forest to explore, a 7.2 km highline loop featuring restaurants, cafés, retail outlets and cultural discoveries around every corner. King Salman Park is also a landmark project of Saudi Arabia's Vision 2030 — bringing to life the Kingdom's commitment to a vibrant, inclusive and healthy society. Open to all, the Park offers citizens, residents and visitors a space to connect, recharge and enjoy the beauty of everyday life — a place where nature, culture, and community come together. The park will provide a rich variety of cultural, arts and entertainment, sports and recreational, as well as commercial and residential districts. It aims to become the place to visit, explore, live, work and play; redefining urban living where a walk on the street becomes a walk in a park.
Campaign ME
01-08-2025
- Campaign ME
SPANDY launches to combine global creative talent with MENA cultural storytelling
SPANDY, meant to be a hub for premier creative talent, has launched in the Middle East and North Africa (MENA) region, dedicated to representing a curated roster of world-class film directors and photographers. Headquartered in Riyadh, with operations across Dubai and Riyadh, SPANDY intends to fill a market gap: providing the region with direct access to international creative talent while fostering standout visual storytelling rooted in regional culture. With exclusive regional representation rights for top-tier talent, SPANDY connects brands and creative agencies in MENA with directors and photographers behind campaigns for brands such as NEOM, Vision 2030, ROSHN and Adidas. The current lineup includes globally recognised image-makers, Cannes Lions winners, fashion film pioneers and music video auteurs, such as: Anthony Mandler – multi-award winning director, including BET, VMA, and Clio Award – multi-award winning director, including BET, VMA, and Clio Award Lorenzo Agius – celebrated worldwide for his editorial photography work and celebrity portraiture – celebrated worldwide for his editorial photography work and celebrity portraiture Colin Tilley – Grammy nominated director, winner of a Cannes Lions Grand Prix, and multiple MTV VMAs SPANDY's creators span all major verticals – commercials, fashion, music, sport, beauty, travel, automotive – and are selected for cultural fluency, regional relevance, and the ability to craft content that resonates both globally and locally. Jo Lurie, Creative Talent Director of SPANDY, said, 'SPANDY was born from a simple belief: the MENA region deserves access to the same world-class visual storytellers as any other global market. Our mission is to champion that talent with fierce creative ambition and to create a home where bold, standout work isn't the exception, it's the expectation.' This comes as a response to a surge in demand for higher-quality content in the region. MENA's creative economy is undergoing a transformation. With digital ad spend across the region projected to grow from $8.1bn in 2023 to $17.3bn by 2029, and short-form branded content surging across platforms such as YouTube and TikTok, brands are racing to meet audience demand with higher-quality storytelling. National visions are backing the shift. Saudi Arabia, the UAE, Egypt, and others are investing billions into creative industries, with Saudi's Vision 2030 alone injecting over $64bn into entertainment, arts and media. Already, SPANDY talent has been tapped for marquee campaigns across Saudi Arabia, the UAE, Qatar and Egypt, including brand films for luxury retail, automotive and high-end hospitality, each crafted to global standards while deeply tuned to local tastes. All talent on the SPANDY roster are exclusively available through the agency, giving clients direct access to exceptional talent that can't be booked anywhere else in the region.
