Middle East agencies come good at Cannes

Two Middle East advertising agencies were today shortlisted for one of the world’s most prestigious ad awards.

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By  Tim Burrowes Published  June 20, 2005

Three Middle East advertising agencies were today shortlisted for one of the world’s most prestigious ad awards. Tonic Communications received a shortlisting in the press advertising category of the Cannes Lions, Lowe Dubai had one in the outdoor category and Wunderman bagged one in the direct category. Tonic’s entry, “Paperclip” showcased a Sony flatscreen TV, by simply displaying a sign paperclipped to the product to demonstrate how thin it is. The work has already won recognition for the Dubai agency on the world stage – it lifted a gold at the US-based One Show last month. Lowe Dubai was shortlisted for “Peephole”, an ambient execution for Unilever Arabia’s Axe deodorant. To demonstrate ‘the Axe effect’ it shows what appears to be a female eye peeking through a toilet cubicle. And Wunderman's work "the face saver" for Adobe, featuring a paper bag for illegal software users to hide their face, also got a listing. So far, no Middle East agency has won a Cannes Lion for advertising, although Impact BBDO Kuwait picked up a Media Lion about five years ago. However, this year no Middle East based media agencies were even shortlisted in the media section. The Cannes Lions is an annual awards ceremony that recognises creativity in all advertising disciplines. The winners are due to be announced at the end of this week. Earlier this month Tonic creative director Vincent Raffray told Campaign Middle East: “The world is willing us to do well and we want to represent Dubai on a global scale.”

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