Seven in a row: Impact BBDO wins MENA Network of the Year at Cannes Lions 2025
Following its success at Dubai Lynx Awards 2025, where it was crowned Agency of the Year for the seventh time, Impact BBDO has made history on the global stage, as well, winning the Regional Network of the Year for the Middle East and North Africa region for an unprecedented seventh time in a row.
The agency network was awarded a Gold, two Silvers, and two Bronzes over the week at the Cannes Lions International Festival of Creativity.
Dani Richa, CEO and Chairman, Impact BBDO, said, 'Winning MENA Regional Network of the Year at Cannes Lions for the seventh consecutive time is truly a first. It's an achievement that brings both a sense of relief and immense pride. We owe this incredible milestone to our amazing clients and our dedicated team.'
Leading the haul was the Gold Lion-winning campaign in the Creative Strategy category for AnNahar Newspaper titled The New President, the world's first instance where an AI-generated head of state was actively utilised in government cabinet sessions.
Amongst the wins was also a historic first for Jordan: a Silver Lion in the Print and Publications category, a win shared with Impact BBDO for Capital Bank's campaign titled 'Notes on Notes.'
The other campaigns that picked up metal included 'Child Wedding Cards' for UN Women, and a long-term Brand Platform entry for AnNahar Newspaper and its strategy of 'Active Journalism' which has been awarded three Grands Prix at Cannes Lions in five years.
Ali Rez, Regional Chief Creative Officer at Impact BBDO, said, 'It's wonderful to see so much stellar creative work being recognised from the region – the Middle East is now firmly established as a creative powerhouse globally. We feel immensely proud to lead the region, and for that we are thankful to our incredible brand partners and superb teams who believe in creating the best work in the world.'
Impact BBDO's win caps one of the strongest performances by MENA agencies at Cannes Lions, who collectively picked up a total of 32 Lions this year, a notable jump from 22 wins in 2024.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Campaign ME
2 days ago
- Campaign ME
P&O Ferries, Impact BBDO launch ‘Travel without the travel' campaign
P&O Ferries has launch its latest brand campaign, Travel Without the Travel, in partnership with Impact BBDO, aimed at emotionally re-engaging consumers and expanding market share — particularly among a younger, more adventurous demographic. The new campaign is grounded in the insight that emotional storytelling significantly outperforms rational messaging — by a factor of 2.5 to 1. This evolution moves beyond the functional comparisons of the previous campaign, There Is Another Way, to build deeper affection for sea travel and the unique P&O Ferries experience. Commenting on the strategic thought behind the campaign, Jordan Hewitt, Director of Brand and Marketing at P&O Ferries, said, 'Consumers increasingly tell us that travel frustrations can shape their entire journey. A recent YouGov survey found that 82 per cent of respondents are drawn to travel experiences that let them relax, enjoy quality food and entertainment, move around freely, and even bring their pets – all while getting to their destination.' Hewitt added, 'Our new campaign highlights how travel with P&O Ferries naturally delivers on these needs. We are redefining the journey itself by offering a seamless and enjoyable experience. With a media-first approach, the campaign is designed to connect with a younger audience and show how ferry travel feels less like a journey and more like part of a holiday.' This new direction is steered by a deep understanding of evolving consumer needs and a strategic vision for growth. There is a clear and growing desire for ease, certainty, and genuine enjoyment. This insight presents a significant opportunity to refresh the brand and attract millions of regular travellers who may not otherwise consider ferry travel. Creative approach to the P&O Ferries campaign Through this campaign, P&O Ferries aims to demonstrate how it is uniquely placed to offer a pleasurable travel experience that meets these evolving needs. It's a journey where passengers can leave their worries behind and rediscover what travel can feel like. The core message is clear: P&O travel is feel-good travel, where 'good vibes come as standard.' This approach aims to connect meaningfully with younger audiences, showing them that ferry travel isn't just transport — it's a relaxing part of the holiday itself. Ali Rez, Chief Creative Officer at IMPACT BBDO for the Middle East, North Africa and Pakistan, said, 'In a world saturated with transactional travel offers, we set out to craft an experience-led narrative for P&O Ferries. 'Travel Without the Travel' is not just a tagline; it's an invitation to rediscover the joy of the journey itself.' Rez added, 'Our creative ambition was to evoke genuine emotion and resonate deeply with an audience craving effortless, enjoyable adventures, positioning P&O Ferries as the ultimate choice for mindful travel.' This innovative platform invites people to view travel differently. With P&O Ferries, the journey becomes an integral part of the holiday — not just a means to an end. It suggests you can enjoy all the things you love on land — great food, good company, space to relax, and the ability to bring pets — with spectacular sea views. It fundamentally reframes the travel experience, making it feel effortless and enjoyable. It delivers travel without the stress, offering maximum enjoyment and minimal hassle for all generations seeking easy escapes. Andrew Peacock, General Manager at IMPACT BBDO, added, 'This campaign represents a pivotal moment for P&O Ferries, shifting from a comparative dialogue to a powerful emotional story. Our strategic partnership with P&O Ferries has focused on tapping into a universal desire for stress-free travel, allowing us to build a campaign that will not only attract a new generation of travellers but also re-establish P&O Ferries as the preferred choice for truly enjoyable journeys. It's about building long-term brand affinity, not just short-term transactions.' CREDITS: Client: P&O Ferries Agency: Impact BBDO
Campaign ME
3 days ago
- Campaign ME
Cannes Lions 2025 partners with Creator North to celebrates Arab content creators for the first time
In a milestone for global content creators representation, the 71st Cannes Lions festival has featured Arab digital content creators in its official programme since adding the content creators track. This milestone resulted from a strategic partnership between Cannes Lions and Creator North; the consultancy agency helping to facilitate the Arab creator economy's global ascent. This regional recognition; strategically facilitated by regional consultancy Creator North; showcases creators whose platforms, voices, and communities are authentically rooted in the Arab world, signaling a fundamental shift in recognising the region's narrative influence. During the festival, three pioneering voices claimed the spotlight in an independent capacity and featured, Ahmed El Ghandour (Egypt), the science communicator who engages 7.8 million YouTube followers; Ahmed Al Basheer (Iraq), the political satirist behind The Albasheer Show with 22.5 million followers globally; and Haifa Bsessio (Palestine), the empowerment-focused storyteller featured at the Forbes 30/50 Summit and Nobel Peace Prize concert. Their presence reflects the strategic rise of the creator economy, which now encompasses over 1.5 million creators generating $300 million annually in the GCC alone. Creator North champions Arab content creator representation As the region's first agency dedicated exclusively to creator strategy and brand partnerships, Creator North designs culturally intelligent opportunities where authentic voices drive measurable impact and regional sectoral growth. Commenting on the occasion, Waleed Laham, Founder and CEO of Creator North stated, 'What we witnessed at Cannes Lions was not a symbolic presence, but a defining moment that confirms Arab content creators are now partners in shaping the global creative economy – not just because of their wide reach, but through the intellectual and creative value they bring to the global stage.' During the Festival, the creators hosted two defining sessions with Ahmed El Ghandour engaging the 'Terrace Stage' audience with 'The Future of Friendship,' a timely exploration of human connection in our digital age. Simultaneously, Haifa Bsessio and Ahmed Al Basheer commanded the 'Creator Roof' stage with 'Stories That Survive: Creating Amid Crisis'; a resonant dialogue on transforming perspective into power through content born in challenging contexts. This landmark participation mirrors the Arab creator economy's impressive trajectory. Well established channels across the UAE, Saudi Arabia, and Egypt now deliver consistent 15 per cent+ annual growth according to YouTube/Redseer, fueling a sector that is generating both GDP input and opportunity for creators and associated industries. This growth also reflects a fundamental shift in creators' role; once viewed primarily as cultural connectors, they've quickly become essential components of the macro-economy. Global audiences and brands no longer treat them as intermediaries but as primary partners and destinations for insight. Anchored by the UAE's advanced digital infrastructure, strategic investments, and progressive regulation, the country has cemented its status as a creative and global hub.
Campaign ME
3 days ago
- Campaign ME
Campaign Middle East hosts its first-ever Cannes MENA Mixer
This June, Campaign Middle East, in partnership with The Vantage and Hearst Global Solutions, hosted the first-ever Campaign Cannes MENA Mixer at the 72nd Cannes Lions International Festival of Creativity. The event hosted more than 50 top-level brand and agency marketers, along with influential personnel from the region's media and advertising industries. The event was inspired by growing participation from MENA industry players at the Festival, and offered an exclusive space for the region's industry to meet casually to catch up, celebrate and connect. 'The MENA region's involvement and participation at Cannes has grown year after year, and it was only appropriate that there was an opportunity for the jurors, clients, agencies and partners to all convene together at the advertising world's flagship week,' said Manoj Khimji, Managing Director, The Vantage, who was a title sponsor of the event. View this post on Instagram A post shared by Campaign Middle East (@campaignmiddleeast) 'We were delighted to bring this to life with the support of Hearst Global Solutions in 2025. A great time was had by all and we're already planning for the 2026 edition,' he added. Some of the key leaders who were in attendance at the invite-only event included Ian Fairservice, Managing Partner and Group Editor, Motivate Media Group, Gianluca Ena, Senior Vice President, Hearst Global Solutions, Jessica MacDermott, Global Portfolio Director, Haymarket Media Group, Kiran Haslam, Chief Marketing Officer at Diriyah, Passant ElGhannam, Marketing Director, Kraft Heinz, Siddarth Sivaprakash Head of Brand & Marketing – Home Centre, Landmark Group, Mitin Chakraborty, Head of Marketing, Babyshop – Landmark Group, Ahmed Chatila, Brand Director, HungerStation, Ghassan Kassabji, CEO, Impact BBDO Group, Dany Naaman, CEO, Havas Middle East and more. 1/10 View the full event gallery with the link below:
