SRMG Labs win Gold and Silver at Cannes Lions
The awards were given in the Audio & Radio category for The Second Release, a campaign developed by SRMG Labs for Billboard Arabia that honours the legacy of Saudi Arabia's first female musical icon, Etab.
Fewer than 0.78 per cent of all entries receive a Gold Lion – underscoring the rarity of this achievement and positioning SRMG Labs among the world's creative elite.
Jomana Alrashid, CEO of SRMG, said: 'This Gold at Cannes Lions is a monumental milestone for SRMG Labs and for the region's creative voice. In just two years, Labs has become one of Saudi Arabia's leading creative agencies. Earning such rare recognition speaks volumes about the caliber of our work, the talent behind it, and SRMG's commitment to reimagining the creative landscape globally.'
The campaign used advanced AI technology to bring Etab's voice and image back to life, introducing her legacy to a new generation. Centered around a remastered version of her beloved track Ya Saudi, Ya Saudi, the campaign reintroduced Etab not only as a musical pioneer, but as a symbol of Saudi Arabia's cultural evolution and growing space for female artistic expression.
From a stylised music video to urban fashion, outdoor creative, and digital amplification, the campaign blended heritage and innovation, sparking nationwide conversation. It was launched to coincide with Saudi National Day in 2024 and was also recognised with the Cultural Impact Award from the Saudi Ministry of Culture.
Fadi Mroue, Chief Creative Officer at SRMG and Managing Director of SRMG Labs, added: 'With Etab, we weren't just telling a story – we were reframing the narrative. Bringing her legacy back to life using today's tools was about honoring the past, empowering the present, and inspiring the future. I'm proud of our team for delivering work that's bold, respectful, and culturally meaningful – and proud that one of the world's leading creative stages has recognised it.'
The recognition arrives at a time when Saudi Arabia's creative and cultural industries are undergoing rapid transformation. The campaign tapped into this shift, blending innovation with authenticity to spark renewed national pride and bridge generational narratives through music.
This dual win marks another creative milestone for SRMG Labs. Since its launch in 2022, SRMG Labs said it has consistently delivered impactful work that blends technology, storytelling, and cultural relevance.
With accolades spanning Cannes Lions, Dubai Lynx, LIA, and national recognition from the Saudi Ministry of Culture, the agency continues to push creative boundaries while telling stories rooted in identity, purpose, and innovation.
The campaign also aims to reflect Billboard Arabia's mission to revive and celebrate the region's musical heritage, spotlight underrepresented voices, and connect new generations with the cultural icons who shaped the sound of the Arab world.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
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.
Campaign ME
30-07-2025
- Campaign ME
Cannes Lions 2025: Natalie Shardan shares insights from the jury room
Great brand experiences don't just show up – they stay with you. They stir something, shift something and leave something behind. Judging the Cannes Lions in Brand Experience and Activation this year was a powerful reminder of that. In a room full of bold opinions and sharp minds from around the world, we sifted through hundreds of campaigns in search of that rare magic – ideas that went beyond flash to deliver feeling; ideas rooted in local truth yet expressed with a clarity that transcended borders. The kind of work that doesn't just speak to people but speaks for them. Work that feels unmistakably human. Ideas that left a mark in the Cannes Lions jury room For me, what separates a campaign worthy of a Gold Lion is the magic formula of emotion and culture – combined with the ability to drive meaningful action. A winning campaign doesn't just show up in people's lives; it earns its place, leaves a mark and makes the brand unforgettable. The best work also proves that creativity is a business driver. We looked for ideas that didn't compromise one for the other – that used creativity to unlock relevance, resonance and results. This year, several ideas rose to the top. 'Caption with Intention' stood out as a campaign that deservedly won the Grand Prix across multiple categories. What struck me was its simplicity and brilliance – an idea hiding in plain sight. By introducing a dynamic subtitle system, it completely reshaped the viewing experience for the deaf community. It's a powerful example of how a strong creative idea can influence an entire industry and redefine how we consume content. 'Price Packs' for PENNY, by our German colleagues, also left a strong impression. It was a campaign that proved how bold ideas can drive real business results. The campaign used its creativity to champion price stability – making the brand a beacon of trust at a time when it really mattered. Not an easy campaign to execute, but the agency and client pushed it through and the results spoke for themselves. Then came ideas such as 'Acko Tailor Test', which turned a common habit into a moment of health awareness, as well as 'The Kimberly Price' and 'The Gulf of Mexico Bar' – rooted in deep cultural context. These ideas demonstrated how simplicity, bravery and a deep understanding of people's behaviour can turn even small moments into something powerful. Purpose matters What surprised me this year was how many brands embraced ideas that went beyond performance metrics and leaned into cultural impact. The best campaigns didn't just sell – they stood for something. They refused to treat digital and physical spaces as separate silos, creating seamless ecosystems where every touchpoint felt connected and intentional. It was less about being 'omnichannel' and more about making connections feel truly human. In contrast, one thing became very clear: too many campaigns still confuse visibility with value. A flashy activation can win attention and clicks, but if it doesn't carve out a meaningful role for the brand in people's lives, it won't last. True brand experience is about resonance, not just reach. In the jury room, we were wary of ideas that felt retrofitted for the category – ideas where brand experience was just a superficial layer, rather than its core. Risk of playing if safe Judging this category at Cannes Lions reminded me why we do what we do. In an age of automation and data overload, creativity still matters – now more than ever. The power of a simple, sharp idea to move people, shift perceptions and drive real‑world results is still our biggest industry asset. If you want bold activations, you can't be risk‑averse. The best brand experiences are strategic, but they also dare to be human. Let go of the safe approach. Play the long game. People remember how you made them feel – not your click‑through rate. For brands and marketers across the Middle East, this is an invitation. An invitation to lean into bold ideas, stay rooted in culture and create connections that matter. And that's how we win, long after the campaign is over. By Natalie Shardan, Managing Director, Serviceplan Middle East
Campaign ME
28-07-2025
- Campaign ME
The story beyond the script: Cinema's sustainability premiere
There's something timeless about the cinema experience: the hush as the lights dim, the collective anticipation, the larger than life stories that unfold on a screen. Cinema advertising has always invited brands to share the stage with these stories, reaching audiences when they are most receptive and inspired. And now, cinema is about to premiere its most urgent sequel: sustainability. The opening credits of this sequel rolled on June 17, 2025, at Cannes Lions. On the world's most creative stage, Ad Net Zero announced the inclusion of cinema in its Global Media Sustainability Framework – a move that finally gives our industry a standardised way to measure and manage the carbon footprint of every cinema campaign. As the UAE's Cannes Lions representative and a proud member of Screen Advertising World Association (SAWA – the global cinema advertising association), Motivate Val Morgan has had the privilege of witnessing firsthand how collective hard work can drive meaningful industry change. The dedication and expertise of SAWA's Global Task Force on Sustainability have ensured that cinema now takes its rightful place in the global conversation around sustainable media, giving our industry the tools – and the collective confidence – to move forward with purpose. A framework for transparency in sustainability The framework offers cinema a clear and consistent methodology for tracking emissions. This methodology dissects the lifecycle of an advertising campaign into its fundamental phases: creative production, file storage, delivery to cinemas, projection, and the broader operational aspects. For the first time, it enables our industry to account not only for the energy used to bring stories to the screen, but also for the hidden footprint of digital processes and operational activities that support every campaign. For brands and agencies, this means cinema's environmental impact can be assessed and compared transparently, using robust and credible data. For the industry, it's a long-awaited validation of cinema's commitment to doing business responsibly – and a practical toolkit for making every campaign more sustainable. Among the qualities that distinguish cinema, the framework now enables us to recognise, both in spirit, and in data, the particular efficiency of a shared viewing environment. In cinema, a single ad is experienced by many, often in a setting that encourages attention and focus. This is just one aspect of how cinema's unique context is now reflected in our approach to sustainable media. With the Middle East cinema market projected to grow from $1.66bn in 2024 to $3.44bn by 2033, and laser projection technology alone capable of reducing individual cinema carbon footprints by up to 70 per cent, the timing for standardised measurement couldn't be more critical. The real work: Turning tools into action But, as anyone in cinema knows, the story is never just about the script – it's about what the cast and crew do with it. The inclusion of cinema in the framework is an essential first step, not a conclusion. The real value lies in what comes next: turning measurement into meaningful action. For the industry, the immediate priority is clear: adopt the new framework, start collecting and auditing emissions data, and foster a culture of shared learning. It means looking beyond compliance, to set ambitious but achievable reduction goals – investing in energy efficient projection, pushing for greener production techniques, and making sustainability a core part of every (creative) brief. Collaboration, data-sharing, and a willingness to challenge old habits will define our success. Collaboration is the plot twist This new chapter is a chance for cinema advertising to prove that sustainability isn't a constraint, but a catalyst. As audiences and clients alike seek experiences and platforms that reflect their values, cinema's transparency and willingness to evolve only strengthen its unique appeal. We have an opportunity and, I'd argue – a responsibility, to model what ambitious, collective action can look like in media. As the Cannes Lions UAE representative, we see firsthand how global standards can drive local impact. The UAE, with its youthful population, spirit of partnership, and appetite for innovation, is particularly well positioned to lead this next act. We're ready to support clients, cinemas, and collaborators alike in turning measurement into movement. The tools are ready. The framework is in place. Now it's up to all of us, from the UAE to the world, to take the stage, work together, and deliver on the promise of a more sustainable future for cinema advertising. Because, as every great film reminds us, it's the unexpected collaboration – the plot twist – that makes the whole story worth watching. By Sahal Valliyot, Deputy Manager – Marketing and PR, Motivate Val Morgan
