London International Awards (LIA) has announced its 2022 Winners from across 27 disciplines. Six agencies from the Middle East bagged awards including: Impact BBDO, Horizon FCB (the only regional agency to win in the new Creativity in the Metaverse category) , Keko Dubai, Publicis Groupe, Saatchi & Saatchi ME, and Leo Burnett, Riyadh.
UAE took home two Grand LIAs for the first time ever. UAE agencies were also awarded five Gold, nine Silver and four Bronze Statues and attained four Finalists. Saudi Arabia attained one Finalist. The Middle East scored a total of 20 Statues at LIA 2022.
IMPACT BBDO, Dubai leads the way within the Middle East statue tally, winning 14 Statues; two Grand LIAs, five Gold, six Silver and one Bronze.
- GRAND LIA in Health & Wellness for TENA titled “Despair No More”
- GRAND LIA in Non-Traditional for AnNahar Newspaper titled “The Elections Edition”
- Gold – Ambient & Activation – Media for AnNahar Newspaper titled “The Elections Edition”
- Gold – Health & Wellness – Use of Social Media for TENA titled “Despair No More”
- Gold – Non-Traditional – Media for AnNahar Newspaper titled “The Elections Edition”
- Gold – Non-Traditional – Political for AnNahar Newspaper titled “The Elections Edition”
- Gold – Print – Political for AnNahar Newspaper titled “The Elections Edition”
- Silver – Ambient & Activation – Political for AnNahar Newspaper titled “The Elections Edition”
- Silver – Creativity In PR – Media for AnNahar Newspaper titled “The Elections Edition”
- Silver – Creativity In PR – Use of Events and Stunts for AnNahar Newspaper titled “The Elections Edition”
- Silver – Health & Wellness – Corporate Communication for TENA titled “Despair No More”
- Silver – Print – Media for AnNahar Newspaper titled “The Elections Edition”
- Silver – Print – Zeitgeist for AnNahar Newspaper titled “The Elections Edition”
- Bronze – Integration – Media for AnNahar Newspaper titled “The Elections Edition”
- Finalist – Integration – Political for AnNahar Newspaper titled “The Elections Edition”
Commenting on the Grand LIA for Health & Wellness, Tim Hawkey, chief creative officer of AREA 23 and the LIA Health & Wellness Jury President said: “This work was for TENA and it looked at menopause in the Middle East. The only word for it in Arabic was ‘the age of despair’. So, the brand decided to take that on. And they created a huge cultural movement to rename menopause and ultimately changed the actual word in the dictionary. What an achievement! And we looked at it on the scale and the impact on a whole region.
As for the Grand LIA for Non-Traditional, the Jury President, Doerte Spengler-Ahrens, managing creative director of JvM SAGA & Partner at Jung von Matt had this to say, “We gave the Grand LIA to a newspaper who donated their paper to the country so there was no excuse not to have an election. They just put a sticker in the shops where the paper was sold saying, ‘Sorry, there is no newspaper today. We gave our paper to the government so there will be elections.’ This is a piece of Non-traditional work that makes you go, ‘What?’. It’s not just about doing ads. We opened a new door.”
Horizon FCB Dubai, Dubai
- Silver – Creativity In The Metaverse – Blockchain for Children of Female Prisoners’ Association titled “Breakchains With Blockchain”
- Bronze – Creativity In The Metaverse – NFTs for Children of Female Prisoners’ Association titled “Breakchains With Blockchain”
Keko FZ-LLC, Dubai
- Silver – Social Media & Influencers – Cinematography for Porsche titled “Create 2 Extremes”
Publicis Groupe, Dubai
- Silver – Print – Use of Typography Campaign for Jeep titled “Exhale”, “Disconnect”, “Off-grid”
- Bronze – Design – Poster Campaign for Jeep titled “Exhale”, “Disconnect”, “Off-grid”
- Finalist – Design – Art Direction Campaign for Jeep titled “Exhale”, “Disconnect”, “Off-grid”
- Finalist – Design – Point-of-Sale for Jeep titled “Moon”
- Finalist – Poster – Use of Typography Campaign for Jeep titled “Exhale”, “Disconnect”, “Off-grid”
Saatchi & Saatchi ME, Dubai
- Bronze – Integration – Public Service/Social Responsibility for UAE Government Media Office titled “Empty Plates”
SAUDI ARABIA
Leo Burnett, Riyadh
- Finalist – Evolution – Brand Action for IKEA titled “Don’t Sleep On It”
Barbara Levy, President of LIA, said, “I believe this is the first time that UAE has won two Grand LIAs. But it is not hard to understand why. The winning work from Dubai is so relevant. No wonder the judges fell in love with them. Great ideas and great work transcend borders and will get the recognition it rightly deserves. Our heartiest congratulations to all the winners!”
Ali Rez, chief creative officer, MENAP at Impact BBDO and LIA TV/Cinema and Online Film Jury President, on judging LIA commented, “What a fantastic jury to be part of at LIA – London International Awards. Four intense days of looking at hundreds of films from around the world with this group of amazing people was a big learning experience for me: we laughed, we cried, we yawned, we were mesmerized, we argued, and we became friends. Feeling great about the final results for both Online and TV/Cinema work – shortlists are out already so check them out on liaawards.com The jury was very diverse. Everybody got to learn something in this jury. We debated quite a bit based on differing viewpoints. But overall, the one word I would use is ‘Relaxed’. It was all very relaxed.”
In total, 754 LIA statues and 230 finalists were awarded to 45 countries with the United States leading with 254 wins, followed by Germany with 81, the United Kingdom with 53 and India with 37 statue winners.
Of The Year Winners will be Announced on 8th November.
