Dubai, UAE – Tensions were high and expectations even higher as the MEA jury convened in Dubai on October 30th for The Immortal Awards’ regional judging. Local and international experts gathered to assess the reigning creative commercial projects of the Middle East and Africa. With an initial roster of 23 entries, each piece had previously survived an online judging round, setting a notably high bar for the day’s evaluations.
Held in collaboration with Boomtown Productions, the rigorous jury process focused on filtering the creative entries down to the most outstanding final contenders. These selected works will advance to compete in the global judging round on December 5th. According to Nishant Shah, Executive Creative Director at Serviceplan Group Dubai, the jury sought storytelling that bridged cultural insight and innovation, aiming to select works that effect true societal engagement and change.
Following intense discussion, four projects were elevated to the final stage. Among them was “The New President” by AnNahar Newspaper, submitted by Impact BBDO, which introduced the world’s first AI politician to deliver advice derived from 90 years of unbiased journalism. The campaign was highlighted for its inventiveness and insightful application of AI technology, setting a new standard for the use of digital platforms in addressing national issues.
Another standout campaign, “Selfless Shelves” by Arla Foods, submitted by FP7 McCann Beirut, was praised for its cultural resonance and enduring impact. This initiative not only promoted Lebanese culinary traditions but also empowered local women by creating a sustainable economic model. The project’s success in continuing beyond the campaign period demonstrated a deep understanding of the local market and consumer practices.
Nedbank’s “Youth Honours Board,” submitted by Joe Public, also made a significant mark. This project memorializes students who sacrificed their lives for educational reform. It was noted for its profound emotional connection, interweaving South Africa’s tumultuous history with an educational tribute that serves both as a public honor and an active learning tool.
Lastly, ProtecTasbih from Saudia Airlines, crafted by Saatchi & Saatchi Dubai, was recognized for its unique approach to product design during the Hajj pilgrimage. Incorporating an antiseptic into prayer beads to promote hygiene, the campaign was celebrated for its innovation and profound understanding of religious practices.
As these finalists await the global round, their achievements underline the potent combination of deep local insights and boundary-pushing creativity. These entries have not been just about brand visibility but about fostering a meaningful connection with the audience and inducing impactful societal changes.
The Immortal Awards continue to serve as a platform for recognizing outstanding creative work that not only captivates audiences but also holds the power to incite change. This year’s MEA finalists have raised the stakes, setting compelling benchmarks for creativity across the globe.
Candidates for the awards can be examples for the industry, showcasing how commercial art can transcend traditional advertising, reflect authentic cultural dialogues, and address core societal issues in meaningful ways.
With the final global judging set to take place later this year, the MEA regional selections are poised to compete on an international stage, promising to bring further honor and recognition to the creative capabilities of the Middle East and Africa.
Please note: This article was produced automatically by Open AI. The details contained, including the participant statements and project outcomes, may lack accuracy. Any inaccuracies in the people, facts, or any other part of the story can be reported for corrections or retraction by contacting contact@publiclawlibrary.org.