Printer Friendly

CREATIVE CONTENDERS.

Campaign asked a selection of chief creatives what they are entering into this year's Dubai Lynx, what they think will do well, and how to make the most of the festival

BRUNO BOMEDIANO Executive creative director, Horizon FCB Dubai

How much work are you entering?

We are entering four campaigns across 20 different categories.

What do you think is your strongest work?

We are proud of our work for Citi, the Hidden Hindi poster, which has been performing well at international advertising festivals such as Cannes, Loeries and Global Cristal.

Which categories do you think you are strongest in? This year in particular we are strongest in the Poster category.

Which other categories will be most interesting?

I always like to pay attention to Mobile and Digital. These categories never cease to impress when it comes to big ideas.

What themes do you expect to see in the work this year? I'm expecting to see more work on sustainability issues. Our society is becoming more responsible for environmental issues, and it's quite evident that we're trying to catch up with the rest of the word. I think it will reflect in some campaigns this year.

Which campaigns by other agencies do you expect to do well? Campaigns that I loved, which have already garnered some well-deserved buzz, are The Spacesuit Collection from Impact BBDO, the Omo Tag from TBWA/Raad and #PostWisely from

Leo Burnett.

What do you hope to get out of the festival itself?

Dubai Lynx is not only a celebration of our region's creativity; it's the fuel that pushes us forward, where agencies, clients and production houses share the same agenda and excitement. I am massively inspired when I see this being achieved.

What advice do you have for creatives attending Lynx for the first time? As a young creative, it's always great to get inspired by legends such as Piyush Pandey and Rob Reilly. I hope the young generation of our industry can still find their heroes in advertising -- the ones that keep reminding us that hard work does pay off, and that good ideas are at the core of moving our industry forward.

Zero Tolerance Ribbon

Truck Art

PAUL

children's faces on the sides of their trucks. Trucks that, of course, travel the country. In the first month we have found three children. This for me completes the creative circle. A creative idea that brings great results.

Which categories do you think you are strongest in?

I think we are strongest in technology-based ideas. Logan Allanson joined last year as head of innovation, and he is making a big difference in this area.

But honestly we have a good wide selection.

Which other categories will be most interesting?

I am very interested in Film. This discipline is getting very wide with the ability of online. Also Radio. In the last few years the region has been weak in this, and I hope to see a change.

What themes do you expect to see in the work this year? A theme I expect to see is for locally relevant work to win. Why would you have a show like this if that wasn't part of the deal?

Also I am praying that big clients get rewarded. Clients of the likes of Google and McDonald's need encouragement to enter. If they are getting beaten every year by NGOs and unheard of brands then what's the point? These brands are what keeps the lights on. They invest in our business and we need to let them know that we are doing the best work possible.

Which campaigns by other agencies do you expect to do well? I haven't seen too much work that I can say is going to win. I like the Diesel film campaign.

What do you hope to get out of the festival itself?

I hope the festival is well attended. This is a great show and we are lucky to have it. Personally I hope the best work wins and the whole community can remember how good we are.

What advice do you have for creatives attending Lynx for the first time? The advice I have for creatives attending for the first time is don't be shy. Advertising is just that. Get to know people. Be a pain and ask for advice. It only happens once a year.

The Lynx awards is what defines the creative community in the region. Let's make some noise.

SHEARER

Chief creative officer, Impact BBDO

How much work are you entering?

The group have a decent amount of work. I have been very strict on what we enter as I believe in quality over quantity. I would rather get some Grands Prix than a bunch of points.

Most importantly, we have a good body of work for some of our big retainer clients. And it's something I am determined to

carry on with going forward.

What do you think is your strongest work?

In my humble opinion, our four strongest pieces of work are:

"Luck face" for Lebanese Lotto. This has already picked up a GP at the Loeries awards. It's a beautiful idea that highlights the use of technology in something as traditional as the Lotto.

Next I would say "Twix face off". This is also a great example of were technology meets brand.

In third place is "Zero tolerance ribbon". A beautifully simple idea using the Arabic word for 'no', which upside down is the perfect shape of the universal symbol of the awareness ribbon. Which is of course the symbol meant to show support or raise consciousness for a cause. I find this one as pure an idea as I have seen for a long time.

Last is an idea we worked on with our Pakistan office led by Ali Rez, our ECD there. The problem in Pakistan is that lots of children are disappearing. And with the country being so rural they are never found. So we have partnered with its biggest trucking company and painted

Lucky Face

Truck Art

WALID KANAAN

Chief creative officer, TBWA\RAAD

How much work are you entering this year?

This year we have slightly fewer entries than last year as a network. But in the end, when it comes to celebrating creativity, it is never a question of quantity as much as quality.

What do you think is your strongest work?

In addition to Louvre Abu Dhabi "Highway Gallery" and the Nissan campaigns, our "Omo Tag" campaign for Unilever received a lot of exposure and positive feedback.

Which categories do you think you are strongest in?

Brand Experience and Activation, in addition to Direct and Creative Effectiveness, are always our favorite categories; they reflect the diversity in our approach and the scalability of our work.

SEYOAN VELA

ECD, Livingroom.

Which other categories will be most interesting to watch? Healthcare and Glass are both new to the show, so we are looking forward to seeing the impact of these additions.

What themes do you expect to see in the work this year? Innovation, innovation, innovation.

Which campaigns by other agencies do you expect to do well? I have seen plenty of solid work from various agencies. I really liked BBDO Pakistan's Truck Art Child Finder and the Deadpool stunt from Livingroom, to name a few.

What do you hope to get out of the festival itself? I hope this year we will be more inspiring and encouraging for the young creatives. Most importantly, I'm looking forward to seeing our industry gain more spark and glitter.

What advice do you have for creatives attending Lynx for the first time? Watch, listen, engage and be inspired. This festival brings in plenty of learnings and ideas through the testimonies of regional and internationally renowned figures, so make the most of it.

How much work are you entering this year?

We are entering three pieces of genuine work.

What do you think is your strongest work?

Deadpool, ' Fearless Boy' is our strongest work. It was, after all, Campaign's No 1 PR and Activation campaign of 2018.

Which categories do you think you are strongest in?

Probably PR, Outdoor and Brand Experience.

Which other categories will be most interesting to watch? Film, as always, and I have a soft spot for the Entertainment category.

What themes do you expect to see in the work this year? I expect female empowerment to still be a big theme this year. And I expect to see work from entities other than agencies do well.

Which campaigns by other agencies do you expect to do well? I genuinely haven't seen much fresh work this year. Saying that, I expect TBWA to continue their roll this year and possibly Saatchi's to surprise us. I think the Omo campaign is going to do well. I may be an UberLegend but I think Careem have done some good work and I expect Vice to be better at content than anyone else.

What do you hope to get out of the festival itself? I think it's a great chance for the industry in the region to be positive and celebrate itself. It doesn't do it enough and should have the confidence

to do it more.

What advice do you have for creatives attending Lynx for the first time? Listen to the talks, don't just think about the awards. Stay around for the drinks; it's the best time to meet people.

Deadpool

ALOK GADKAR

ECD & MD, Partnership Advertising

How much work are you entering this year?

Approximately 30 promising pieces.

What do you think is your strongest work?

The Rx Prescription Stickers created for Dubai Health Authority has swept across multiple international award shows. It definitely stands a strong chance.

Which categories do you think you are strongest in?

I have a really good feeling about Brand Experience, Direct and Healthcare.

Which other categories will be most interesting to watch? With more and more work being entered in unconventional categories, PR and Mobile will be really interesting this year.

What themes do you expect to see in the work this year? I am expecting to see a broad-brush stroke of simple innovations created using minimal tech and chanelled through with inexpensive mediums.

Women's empowerment is also going to be a cause championed by many.

Which campaigns by other agencies do you expect to do well? Detergent Tag for Omo by TBWA. Deadpool at Dubai Mall by Livingroom Communications.

Truck Art Child Finder by BBDO Pakistan (my personal favourite).

What do you hope to get out of the festival itself?

Dubai Lynx is always an eye opener for what the region has been doing in terms of marketing and communication. Insightful talks, new marketing challenges and creative brilliance are what I am looking forward to.

What advice do you have for creatives attending Lynx for the first time? Now that you are here, take in as much as you can. Meet new leaders, communicate and eventually create. Leave the festival determined to come back next year as a winner.

Rx Prescription Stickers

Splash

Global Village

MIGUEL DIANDA

Creative director, MullenLowe

How much work are you entering this year?

We are submitting seven ideas from four different clients.

What do you think is your strongest work?

I believe our strongest work is an idea we did for Arabian Automobiles Infiniti called My First Infiniti Ad. We rewarded car buyers by publishing a print ad in the newspaper from their home country congratulating them -- so they could show it off to friends and family.

Which categories do you think you are strongest in?

We submitted My First Infiniti Ad in Media, Print, Brand Experience and Activation and Direct.

Which other categories will be most interesting to watch?

I'm excited about the Glass category, which is new in the region.

What themes do you expect to see in the work this year?

This is an interesting time for brands and advertising. Consumers are asking us all for a deeper role in society, taking a side and sharing values. I would love to see work from top brands that shows commitment to things bigger than just selling.

Which campaigns by other agencies do you expect to do well?

My favourite this year is the animation that Leo Burnet Dubai has done for Emirates NBD. It not only shows commitment as a brand, but it also has really good craft and nice story telling.

What do you hope to get out of the festival itself?

I've been in the region since 2014, and during all these years I met really talented and nice people from many different countries. That for me is the best thing about the region. And the Lynx is our festival. Our chance to get together and share our best work with the rest of the world. The biggest players from the global industry judging our work, sharing their thoughts. I simply love it.

What advice do you have for creatives attending Lynx for the first time?

Open your eyes and your ears, smile, learn and meet as many people as you can. See great work, be jealous about it and come back the following year trying to make others jealous with yours.

Also, the Lynx is our celebration: remember to have as much fun as you can.

OLIVER ROBINSON

Executive creative director, FP7; president of McCann Creative Leadership Council, MENAT

How much work are you entering this year?

Loads.

What do you think is your strongest work?

All of it.

Which categories do you think you are strongest in?

Media, PR, Brand Experience and Activation.

Which other categories will be most interesting to watch?

Design, any Craft Category, Brand Experience and Activation, Digital and Glass.

What themes do you expect to see in the work this year?

More real work, more craft, more digital and mobile.

Which campaigns by other agencies do you expect to do well?

TBWA's Omo Tags; Leo's anti-rape work.

What do you hope to get out of the festival itself?

You're never too old to learn new stuff; that's what I love about Lynx.

What advice do you have for creatives attending Lynx for the first time? Just go and be like a sponge.

[c] Motivate Publishing. All rights reserved. Provided by SyndiGate Media Inc. ( Syndigate.info ).
COPYRIGHT 2019 SyndiGate Media Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2019 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:Campaign Middle East
Date:Mar 10, 2019
Words:2375
Previous Article:FADI AND US.
Next Article:2FROM #MOMENTS TO #MOVEMENTS.

Terms of use | Privacy policy | Copyright © 2020 Farlex, Inc. | Feedback | For webmasters