Long gone are the days when Lebanon used to dominate award shows across the region. With an underwhelming total of six awards (!), Lebanese agencies reaped a rather deceiving crop at the 2019 edition of the Dubai Lynx, held on March 10-13, 2019.
Although the Dubai event has long been perceived as favoring GCC-based agencies, in previous years, Lebanon had somehow managed to bring home enough metal to keep everybody smiling. No more, it seems.
Out of the 37 Lebanese entries that were shortlisted, only a handful managed to shine, and not even that brightly. We’re not being smug here, just fair. Judge by yourself: four Bronzes, one Silver and one Gold. No Grand Prix to be seen. Not to mention that the Gold was not even-handed to a Lebanese agency, but to the International Committee of the Red Cross (ICRC) and production house Stoked Beirut, in the Film Craft category under Direction for The Waiting – a call to remember the thousands that are still disappeared in Lebanon.
Still, Leo Burnett Beirut grabbed a Silver in the Design category under Posters for its #Shameonwho stunt, created for NGO Abaad MENA to raise awareness around rape victims shaming. The campaign had been shortlisted extensively but only walked away with an award once. The same can be said of Future Reina by Republique Beirut, that received a Bronze in the Direct category under Charities & nonprofits. The campaign, designed for CCCL, tells the story of 8-year old cancer patient Reina and was shortlisted repeatedly, to almost no avail.
The other Bronzes went to Operation Unicorn for Mezza, created for Kassatly Chtaura and awarded in Film craft under Use of original music; TBWA/Raad Beirut for The Sound of Shisha, developed for AUBMC and winning in Healthcare under Brand-led education & awareness; and both FP7 Beirut and UM MENA Beirut for The Official Sponsor of Losers, a McDonald’s stunt on the occasion of the World Cup that was honored in the Media category, under Travel, leisure, retail, restaurants & fast food chains.
Doesn’t it sting Lebanese agencies that Pakistan walked away with four Grand Prix and one Gold; Saudi Arabia with two Grand Prix and one Gold; Turkey with one Grand Prix; or Egypt with another Grand Prix?
Let us know…
For the details of the Lebanese works that were shortlisted and awarded check the below PDF file.