The Middle East has just added to its Cannes medal haul with two trophies in the Media Lions. The UAE’s Impact Plus (BBDO) and Starcom Mediavest will be celebrating tonight after taking home silver and bronze respectively.
Impact Plus’s silver came on the back of its work for Dubai Healthcare City entitled ‘Lump’. The campaign encouraged the region’s women to detect early warning signs of the disease by self-examining. The work used a magnet to create an unusual lump in the pages of women’s magazines, causing readers to be distracted and reminding women they could detect a lump in their breast with as much ease. It has helped break the taboo of discussing the disease amongst women in the region.
Starcom’s bronze win is for their already garlanded ‘Falling in love again’ work for Mars, which scooped the Media grand prix at the region’s Dubai Lynx awards. Galaxy created a poetry segment within the MBC1 Morning Show, entitled “Passion for Words” to mirror Galaxy’s tagline, “Pure Chocolate Passion”. Over 4000 Arabic women responded and read their poetry on air.