3 days ago
Cannes Lions 2025 contenders: MENA campaigns to keep an eye on
With just days to go for the Cannes Lions International Festival of Creativity 2025 expectations for the MENA region are riding high – especially given that agencies from the UAE and KSA picked up 22 Lions and a Grand Prix in 2024.
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
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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
