Latest news with #DubaiLynx2025
Campaign ME
23-05-2025
- Entertainment
- Campaign ME
From the Dubai Lynx jury room: ‘If you save one life, you are saving all humanity'
Last month marked five years since the start of the Covid-19 pandemic — a global crisis that reminded us that health is not just personal, it's collective. It made one thing profoundly clear: communication saves lives. And just as powerfully, miscommunication — or disinformation — can cost them. This understanding was central to our judging process for the Healthcare category at Dubai Lynx 2025. Alongside my fellow jury members — and now friends — Carolyn Ellis, John McPartland, Katie Dean, Bakani Ntaisi, Joy Zhu and Bruno Bomediano, we were looking for more than just clever campaigns. We searched for authentic, creative ideas that truly resonated with people's lives. Ideas that understood the shifts brought about by the pandemic — shifts in how we relate to health, to each other, and to the messages we trust. And we found them. We saw empathy not as a trend, but as action. Through powerful storytelling, thoughtful strategy, and smart use of technology, the shortlisted entries didn't just speak to audiences — they connected deeply, often movingly. Strangers campaign (bronze award), something that struck me a deep chord: a verse from the Qur'an — 'If you save one life, you are saving all humanity.' That single line transcends faith. It speaks to compassion. To impact. And to the kind of creativity that can truly transform lives. It was a timely, humbling reminder of the power of purpose-driven work — especially in healthcare. The Strangers campaign, launched by King Faisal Specialist Hospital & Research Centre, tells the powerful true story of eight lives saved by a single organ donor. With a subtle and emotional tone, the film highlights how one selfless act can create a legacy of hope, time, and future for others. Rather than dramatising the narrative, it allows the impact of organ donation to speak for itself. The campaign deeply resonated with audiences, achieving a remarkable 98 per cent view-through rate for its 3-minute-44-second film and generating 100 per cent positive sentiment across 23 markets. Beyond awareness, it inspired viewers to consider registering as organ donors themselves. Empathy and compassion, that is exactly what our Healthcare Grand Prix winner at Dubai Lynx delivered. The Insured Billboards campaign demonstrated what it means for a brand to not just talk — but to walk the walk. To show up for society. And in this case, to go the extra mile with honesty, heart, and intention. The Insured Billboards campaign by easypaisa addresses a long-standing issue in Pakistan's outdoor advertising industry: the lack of safety and insurance for billboard installers. By providing workers with full medical and life insurance, along with international-standard safety gear, easypaisa not only promoted its insurance products but also set a new industry benchmark for worker protection. The campaign has been widely praised for turning advertising into tangible action — sparking vital conversations around labour rights and inspiring other brands to follow suit Judging in Dubai, in the heart of the MENA region, made this experience even more special. We were surrounded by work that was bold, rooted in local culture, and built on a deep understanding of people. Across every category, we saw ideas that didn't just move audiences — they moved society forward. In a region known for its generosity, resilience, and storytelling, creativity is clearly thriving — and rising fast. It's been a true privilege to be part of this experience. Thank you to the Dubai Lynx Awards for the opportunity, and to Simon Cook for championing creativity that truly matters. And to my fellow jurors — thank you for the insights, the conversations, the laughs, and the inspiration. By Roberta Raduan, Dubai. Lynx Jury President for Healthcare, and the Managing Director – LatAm at Klick Health
Mid East Info
24-04-2025
- Automotive
- Mid East Info
Al-Futtaim Toyota and Memac Ogilvy Dubai capture Grand Prix at prestigious Dubai Lynx festival - Middle East Business News and Information
The innovative Journey into Herstory campaign transformed UAE streets into narratives of empowered Emirati women Al-Futtaim Toyota and Memac Ogilvy Dubai have been awarded the Grand Prix in the Audio and Radio category at Dubai Lynx 2025 for the campaign DUBAI, UAE: Al-Futtaim Toyota and Memac Ogilvy Dubai have been awarded the Grand Prix in the Audio and Radio category at the Dubai Lynx International Festival of Creativity, MENA's premier platform for creative excellence and effectiveness. The groundbreaking 'Journey into Herstory' campaign transformed everyday commutes into cultural experiences by honoring influential Emirati women who have streets named after them in the UAE. The campaign ingeniously converted Toyota vehicles into storytelling platforms. The multi-faceted campaign featured geo-targeted audio narratives activated when Toyota drivers approached streets named after prominent Emirati women, through Yango Maps. This was accompanied by strategic radio traffic announcements and social media content that deepened the cultural narrative. Specifically designed to commemorate Emirati Women's Day, the campaign demonstrates how automotive brands can transcend traditional marketing to create culturally significant experiences. Katib Belkhodja, Marketing Director at Al-Futtaim Toyota & Lexus said: 'This recognition celebrates the fusion of technology and cultural storytelling to elevate the voices of Emirati women. Turning Toyota vehicles into mobile storytellers, Journey into Herstory created meaningful connections with drivers while celebrating our cultural heritage.' Credits: Al-Futtaim Team: Katib Belkhodja (Marketing Director – Al-Futtaim Toyota | Lexus), Assaad Chehade (Senior Marketing Manager – Al-Futtaim Toyota), Roxanne Magbanua (General Manager, Al-Futtaim Automotive, COE Marketing) Memac Ogilvy Team: Jon Marchant (Group President MENA), Gautam Wadher (Chief Creative Officer), Kevin Kurian (Managing Partner), Moemen Metwally (Creative Director), Alicia McBride (Senior Art Director), Carl Khoury (Senior Copywriter), Maram Ashour (Associate Creative Director), Israa Tariq (Associate Creative Director), Ahmed Nour (Social Account Director), Beverney Shane (Senior Social Account Manager), Bhaskar Bateja (Head of Strategy), Leomerish Leyco (Senior Art Director), Georges Enkiri (Senior Account Manager)
Campaign ME
10-04-2025
- Entertainment
- Campaign ME
Dubai Lynx announces 2025 winners
Dubai Lynx, MENA's leading platform for creative excellence and effectiveness, announced the winners of its 2025 Awards at an award ceremony held at Emirates Golf Club in Dubai. The awards celebrate the most outstanding creative work from across the region. This year saw the introduction of new categories that reflect evolving industry dynamics. The Use of Humour category accounted for 3 per cent of all entries, signalling a growing interest in levity and cultural storytelling. Meanwhile, creator-driven categories within Social & Influencer made a strong debut, drawing 14 per cent of total entries in that section — underlining the increasing influence of content creators in shaping brand narratives. Philip Thomas, Chairman, Dubai Lynx, said: 'Congratulations to this year's winners, who have set a new standard for creativity in MENA. Their work not only captivates audiences but also delivers real impact – showcasing the strength of creative industries in the region. It's an exciting time for the future of marketing and communication here.' Ian Fairservice, Vice Chairman, Dubai Lynx, commented: 'The winners this year are a true reflection of the bold, innovative, and culturally resonant work emerging from the MENA region. From the rise of humour as a powerful creative tool to the impact of creators in shaping brand narratives, the entries showcased a dynamic shift in how stories are being told – and who is telling them. We're proud to celebrate this incredible talent.' Kiran Jay Haslam, Chief Marketing Officer, Diriyah Company, headline partner for the Dubai Lynx Awards Ceremony, added: 'The extraordinary quality of work awarded at Dubai Lynx this year is a testament to the creativity shaping MENA's landscape. It's inspiring to see how bold ideas continue to redefine the region's global presence and creative identity.' Dubai Lynx 2025 Winners This year's Grand Prix winners are: Audio & Radio From 48 entries received, 4 were awarded: 1 Gold, 1 Silver and 1 Bronze Lynx Award and the Grand Prix that went to 'Journey into Herstory' for Al-Futtaim Toyota, by Al Futtaim Motors Toyota, Dubai / Memac Ogilvy, Dubai. Brand Experience & Activation From 151 entries received, 15 were awarded: 2 Gold, 5 Silver and 7 Bronze Lynx Awards and the Grand Prix that went to 'Unsilence The Crowd' for Sela X Newcastle United by Sela, Jeddah / VML, London. Creative Commerce From 49 entries received, 4 were awarded: 1 Gold, 1 Silver and 1 Bronze Lynx Award and the Grand Prix that went to 'Selfless Shelves' for Puck, by FP7 McCann, Dubai. Creative Effectiveness From 20 entries received, 3 were awarded: 1 Silver and 1 Bronze Lynx Award and the Grand Prix that went to 'Birthmark Stories' for Hungerstation by VML, Riyadh. Creative Strategy From 65 entries received, 7 were awarded: 1 Gold, 2 Silver and 3 Bronze Lynx Awards and the Grand Prix that went to 'The New President' for Annahar Newspaper, by IMPACT BBDO, Dubai. Design From 42 entries received, 4 were awarded: 1 Gold, 1 Silver and 1 Bronze Lynx Award and the Grand Prix that went to 'Blind Faith' for Bank Al Etihad, by VML Amman. Digital Craft From 31 entries received, 3 were awarded: 1 Gold and 1 Silver Lynx Award and the Grand Prix that went to 'The 4th Judge' for The Ring, by BigTime Creative Shop, Riyadh. Direct From 92 entries received, 9 were awarded: 2 Gold, 2 Silver and 4 Bronze Lynx Awards and the Grand Prix that went to 'Selfless Shelves' for Puck, by FP7 McCann, Dubai. Entertainment From 94 entries received, 9 were awarded: 1 Gold, 3 Silver and 4 Bronze Lynx Awards and the Grand Prix that went to '5 vs 5' for Riyadh Season by BigTime Creative Shop, Riyadh. Film From 117 entries received, 11 were awarded: 2 Gold, 3 Silver and 5 Bronze Lynx Awards and the Grand Prix that went to 'Speedy Disclaimer Hijack' for STING, by IMPACT BBDO, Dubai. Film Craft From 126 entries received, 12 were awarded: 3 Gold, 4 Silver and 4 Bronze Lynx Awards and the Grand Prix that went to 'Everything or Nothing' for Riyadh Season, by BigTime Creative Shop, Riyadh. Glass: The Award for Change From 12 entries received, 2 were awarded: 1 Bronze and the Grand Prix that went to 'Selfless Shelves' for Puck, by FP7 McCann, Dubai. Grand Prix for Good The Grand Prix for Good was awarded to 'Highlight Your Balls' for Testicular Cancer Society, by FP7 McCann, Dubai. Healthcare From 30 entries received, 4 were awarded: 1 Gold, 1 Silver and 1 Bronze Lynx Award and the Grand Prix that went to 'Insured Billboards' for easypasia by IMPACT BBDO, Dubai. Industry Craft From 66 entries received, 4 were awarded: 1 Gold, 1 Silver and 1 Bronze Lynx Award and the Grand Prix that went to 'Explosion', 'Missile', 'Hero', 'Home' for Al Joumhouria, by TBWA\RAAD, Dubai. Integrated From 11 entries received, 2 were awarded: 1 Silver Lynx Award and the Grand Prix that went to 'The New President' for Annahar Newspaper, by IMPACT BBDO, Dubai. Media From 109 entries received, 10 were awarded: 3 Gold, 2 Silver and 4 Bronze Lynx Awards and the Grand Prix that went to 'Bribe Bucket' for KFC, by TBWA\RAAD, Dubai. Outdoor From 77 entries received, 7 were awarded: 2 Gold, 2 Silver and 2 Bronze Lynx Awards and the Grand Prix that went to 'Careem Beach' for Careem, by Careem Dubai. PR From 81 entries received, 7 were awarded: 1 Gold, 1 Silver and 4 Bronze Lynx Awards and the Grand Prix that went to 'The Second Release' for Billboard Magazine, by SRMG Labs, Riyadh Print & Publishing From 42 entries received, 4 were awarded: 1 Silver and 2 Bronze Lynx Awards and the Grand Prix that went to 'The New President' for Annahar Newspaper, by IMPACT BBDO, Dubai. Social & Influencer From 84 entries received, 7 were awarded: 2 Gold, 1 Silver and 3 Bronze Lynx Awards and the Grand Prix that went to 'Obsession' for Riyadh Season, by BigTime Creative Shop, Riyadh. The Dubai Lynx Special Awards winners for 2025 are: Network of the Year 1. VML 2. BBDO Worldwide 3. McCANN Worldgroup Media Network of the Year 1. Hearts & Science 2. OMD Worldwide 3. PHD Worldwide MENA Agency of the Year 1. IMPACT BBDO, Dubai, United Arab Emirates 2. FP7 McCANN, Dubai, United Arab Emirates 3. BIGTIME CREATIVE SHOP, Riyadh, Saudi Arabia Independent Agency of the Year 1. BIGTIME CREATIVE SHOP, Riyadh, Saudi Arabia 2. Serviceplan Middle East, Dubai, United Arab Emirates 3. Abdullah & Shokri, Cairo, Egypt Lynx Palm Award 1. Dejavu, United Arab Emirates 2. Good People Films, Egypt 3. Blue Elephant, Saudi Arabia
