The UAE wins 22 awards in the largest gathering of the advertising and communication industry in the world

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The UAE recorded outstanding results in the 2022 edition of the Cannes Lions International Creative Festival in France, by winning 22 awards, including grand prizes in two categories, to be among the top 10 countries in the field of creative innovation, and to consolidate its position as a global capital of creativity, and an attractive destination for talent in the region and the world.

The qualitative participation of various government and private entities from the UAE in the Cannes Lions Creative Festival, led by the UAE Government Media Office, culminated in the two Grand Prix titles in two categories, in addition to winning the Golden Lion in two categories, the Silver Lion in 13 categories and the Bronze Lion in five categories.

The Emirati participations also enjoyed a distinguished presence in all the categories in which they participated, and 61 works from the Emirates reached the short lists to enter the final competitions after a competition that included 25,464 artworks and a creative campaign from 87 countries, which was reviewed by a jury comprising a number of senior mass communication and media experts. and marketing professionals from around the world during the period between 20 and 24 June.

In addition to the UAE Government Media Office, which won one of the most prestigious international awards in the field of creativity in media campaigns, by winning the Cannes Lions Festival award, which is the largest gathering of the advertising and communication industry in the world, for the “Interactive Promotional Advertising” category for the “Let’s Make Their Winter” campaign. Warmest, the UAE awards were distributed to “Havas Middle East”, “Impact BB Du Dubai”, “Horizon FCB Dubai”, “TPWE/Raad Dubai” and “VML Way & R Commerce East” Middle East and North Africa" ​​and "Kiko Dubai".


For his part, Saeed Al-Attar, Head of the Media Office of the UAE Government, said: “The UAE’s qualitative participation in the Cannes Lions Creative Festival is further evidence of the pivotal role of the UAE today in the regional and global environment of innovation and creativity, and its position as a capital for talents from around the world, thanks to the directives of the UAE Government. Its rational leadership and the incubating environment it provides, which makes innovation an essential element in its strategies at various levels, foremost of which is the media field, which made it a role model for innovation in government media work.”

The "Let's Make Their Winter Warmer" campaign, organized by the UAE Government Media Office, won a prestigious award at the festival, after it succeeded in collecting $11 million in donations for refugees, displaced people and disadvantaged groups in the Middle East and Africa to help them face the harsh winter.

The campaign won the award to increase its international brilliance, after it achieved two world titles in the "Guinness" by providing 268 hours of continuous live broadcast, in addition to recording the largest number of direct views in one moment for a humanitarian campaign via "YouTube", about 700,000 people at the same time.

 Deputy Head of the Media Office of the UAE Government, Alia Al Hammadi, said, "The (Let's Make Their Winter Warmer) campaign was one of the exceptional campaigns by all standards for us, as it coincided with the (The Most Beautiful Winter in the World) campaign to express the UAE's insistence to extend a helping hand and lead efforts humanity at all times, expressing the authenticity of the people of the Emirates and their noble values.”


She added: "The award (Let's make their winters warmer) is a distinctive embodiment of the level of innovation and creativity that accompanied the campaign during all its phases. The jury's decision follows strict criteria for evaluating the campaign from setting its general strategies to choosing its dissemination channels and measuring its impact on the audience and its level of success in achieving its goals, and we We are proud of the campaign’s integrated approach in this regard.”

In addition to the award received by the UAE Government Media Office, the activities of the Cannes Lions Creative Festival witnessed intellectual and dialogue contributions from the office team. Governments Unleashed Creativity” in which he addressed the new role of governments in embracing and empowering the creative environment through the UAE model and the role of the UAE Government Media Office in this field.


Al-Shehhi said about the experience: “I was honored to present the pioneering experience of the UAE in embracing, supporting and enabling creative work, and providing a fertile environment at an international level for talents and talents locally and globally to meet, innovate and build future visions for media and communication work.

Innovation and creativity are the basic wealth of the UAE, which has been keen to make nurturing talent at the core of its principles for the next 50 years and a pillar of its pioneering development model.


Saeed Al-Attar met with a delegation comprising representatives of a number of companies that won the festival prizes.

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