6 Mind-Blowing Campaigns That Won Grand Prix at Dubai Lynx
Project Akshar (Alphabets) – SmartLife & the Community Development Authority
Grand Prix for Good
NGO SmartLife and the Community Development Authority were keen to give struggling labourers in Dubai the opportunity to improve their prospects and earning potential. Together with FP7/DXB they created a smart programme to help the workers learn English by turning Hindi phonetic transliterations of English words into pictures. They also created learning aides like flash cards and raised funds for the project on social media, with events and by selling a book.
Keep Your Flame Alive – Johnnie Walker
Interactive and Promo & Activation Grand Prix
Lebanon has been having a turbulent year and so Leo Burnett Beirut created a powerful and brave campaign to encourage the country to ‘Keep Walking’. Following the launch of the campaign’s central film, viewers were encouraged to share the things that keep their ‘flame alive’. An on-hand calligrapher would then transcribe the word in fire to create beautiful images.
Hello Happiness Phone Booth – Coca-Cola
Branded Content & Entertainment and PR Grand Prix
Y&R Dubai took home two Grand Prix for an uplifting Coca-Cola project that helped Dubai’s population of migrant blue collar workers to stave off homesickness. They built the Hello Happiness Phone Booth, a telephone that lets people pay for calls using bottle tops instead of money, creating a heart-warming campaign that caught the attention of the world’s media.
The Biggest Art Gallery in the World – Al Arabia
Media Grand Prix
Saudi Arabia isn’t a country known for its art scene and so when outdoor media owner Al Arabia wanted to differentiate itself from its foreign competitors, agency J. Walter Thompson Riyadh suggested that they use their media space as a platform for Saudi artists. The campaign was created to be a catalyst for cultural change in a country where many forms of entertainment are banned and there are relatively few art galleries.
The Little Book of Big Consequences – American Garden Habanero Sauce
Design Grand Prix
Another Grand Prix for Y&R Dubai, this time in the Design category. To promote American Garden’s extra spicy habanero pepper sauce, the team wanted to highlight the idea that a tiny splash would have a huge impact on a dish’s flavour. That translated into the Little Book of Big Consequences – a gorgeous series of story books about small mistakes that trigger farcical adventures.
Hey Future Me – Emirates NBD
Direct Grand Prix
FP7/DXB Dubai won a Grand Prix thanks to the strategic thinking behind their campaign for Bank Emirates NBD, designed to encourage parents to invest in a saving fund for their children’s future. The project involved getting children to talk to their ‘future selves’ – and then showing their parents to watch the footage. Cue waterworks.
Check out the rest of the winning work here.