Entertainment & Sports

Includes all forms of entertainment.  E.G. apps, movies, programming (TV, online, radio), books, DVDs, videogames, board games, etc.  Sporting events such as the Super Bowl, sports teams, etc.

2021 GOLD

Dream Number

Not only did this campaign bring about a reverse in declining sales figures, it changed the way the category was working. Lottery had been played the same way for years: select a number, hope for the best. We changed this. In a country that was running low on positivity, we reminded them that there was plenty to dream about, and after all, lotteries are all about dreams. So no more selecting numbers - we got people to play using their dreams, and let the dreams convert to numbers: Dream Numbers.

Brand: Loto Libanais
Client: Loto Libanais
Agency: Impact BBDO Dubai
Language: English

2021 SILVER

Beyond The Surface

To introduce its first inclusive swimwear line, Adidas turned water, a symbol of restrictions for MENA women, into a liberation icon, by challenging sociocultural barriers preventing them from confidently embracing water. The first-ever swimmable billboard invited women to become the face of the movement, breaking the category conventions and changing the conversation about inclusivity in water across 50 countries. This movement resulted in a 70% sell-through within 4 weeks, total reach of 300+ million with $1.5 million earned media and 36% more women in MENA feeling comfortable in water.

Brand: Adidas
Client: Adidas Emerging Markets LLC
Agency: Havas Middle East
Language: English

2021 BRONZE

How the Rugby League World Cup 2021 sold tickets a year out from the tournament beginning by offering the hope for people to come together again

"This paper is the ultimate sporting underdog story.
Representing an underfunded sport, with an underfunded media and production budget of £387k (during times of Covid), it will tell the story of how the Rugby League World Cup 2021 (RLWC2021) overcame a lack of interest in the sport to achieve £5.05m in ticket sales - a year out from the tournament beginning - to a largely new audience by focussing on the power and hope of togetherness.
Ultimately, it will show how the desire to be together again outweighed cynicism to the sport to deliver a campaign ROMI of 1,191%."

Brand: Rugby League World Cup 2021
Client: Rugby League World Cup 2021
Agency: McCann Manchester
Language: English

FINALISTS

Heineken Hola, soy Hein.IA

LEGO Building Bridges

Cote & Sport The bet only a Moroccan brand can take