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A Guide to the Dubai Lynx Awards

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First time entering?

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Welcome

Welcome to this step-by-step guide to entering Dubai Lynx. Each year, the new benchmark for MENA creativity is set across 20 Awards, from Audio & Radio to Social & Influencer, each with its own set of categories. To win a Lynx Award is to inspire confidence in your clients, to attract exciting new briefs and to build your profile across the continent. This guide will explain, step-by-step how to make the most out of the entry process, to give you the best chance for success.

First time entering?

If this is your first time entering, we suggest reading through this guide in order. It covers everything you’ll need to know at each stage of your entry journey. From how to select the most appropriate categories for your work, to guidance on how to craft your entry, right through to what happens once you’ve submitted your work.

And if you still have questions or can’t find what you’re looking for, our Awards Team is on hand to help.

Entered before?

If you've entered before and are looking for a more specific piece of information, use the side navigation to quickly locate it. Alternatively, explore the ‘How to craft your entry’ section for advice from former Jurors and examples of winning work.

Where to start

Dubai Lynx recognises the MENA region’s best-in-class creativity. But before the Jury begins their deliberation, there’s plenty to prepare. Having an excellent creative idea is just one part of the process. To give it the best chance for success there are some key things you need to keep in mind.

Important dates

25 Dec 2023 - 23 Jan 2025 | Eligibility period

10 Oct 2024 | Entries open

After 12 Dec 2024 | First late fee

After 16 Jan 2025 | Second late fee

23 Jan 2025 | Final entry deadline

What's new

We’re constantly refining and evolving our awards and their categories to ensure they reflect the landscape of our industry and pave the way forward. For 2025, we’ve introduced a number of changes, including updates to the Digital, Radio & Audio, PR and Social & Influencer Lynx.

Find out more

Entry Kit

The first step in the journey is determining if your work is eligible, and if so, which Awards and categories best suit your work.

Is your work eligible?

We’ve summarised the main rules from Entry Kit Part 2 to help you figure out if your work is eligible for entry. Use this as a starting point, not a substitute. And once you’ve got an idea of where you want to enter, always check the full terms and conditions to make sure you’ve understood the rules.

  1. The Entry has launched/aired/run within the relevant eligibility dates for the Lynx Award it is entered into.

  2. The Entry has been created within the context of a normal paying contract and genuine brief from a Brand OR if it’s a case of self-promotion or a non-profit organisation, the Brand has approved all of the media/production/implementation.

  3. You have permission to enter this work from the commissioning Brand/Brand-owning company (we may request proof of this permission directly from the Brand.

  4. You have included the commissioning Brand contact details in the Entry including name, position and full contact details.

  5. The Entry has been submitted exactly as published/aired/released and has not been modified for entry into the Festival.

  6. The Entry is not speculative or conceptual advertising, and has not been banned or withdrawn from airing.

  7. A duly authorised senior officer (CD, CEO or Chairperson) from your company has given permission for this work to be entered.

  8. The entry was not entered into the same Lynx Award last year. You may be able to enter the work into an alternative Lynx, provided it meets the relevant entry requirements, including the eligibility period requirements.

  9. There is no reference to your company or any contributing creative companies in any digital or physical materials, except in the case of self-promotion, or if the reference existed in the original execution.

  10. The entry, and/or digital or physical materials can be understood in English. For further information please see Entry Kit 1.

  11. You understand that, if you withdraw your entry after 12 December 2024, you will not receive a refund or credit. Please see Part A of the Rules in Entry Kit 2 for more information on cancellations, refunds and withdrawals.

  12. If new results are collected after the entry has been paid for, we will only accept additional written information in the results section of the entry form on or before 13 February 2025.

  13. All media included in your entry must be the final version at the point that you complete and pay for them. No replacement or additional media can be accepted after an entry has been finalised and received by the Festival without exception.

  14. By submitting an entry you confirm that you own all applicable legal rights for all media included in your entry.

  15. Entries will be accepted on the basis that:
  • They are designed specifically for and to run in the MENA* region and are created or produced by companies in the MENA* region

  • They are designed specifically for and to run in the MENA* region and are created or produced by companies outside the MENA* region

  • They are designed to run globally as long as they are created or produced by companies in the MENA* region.

*For the purpose of Dubai Lynx, the MENA region is classed as: Afghanistan, Algeria, Bahrain, Comoros, Chad, Djibouti, Egypt, Eritrea, Ethiopia, Ghana, Iraq, Jordan, Kenya, Kuwait, Lebanon, Libya, Mali, Mauritania, Morocco, Mozambique, Niger, Nigeria, Oman, Qatar, Saudi Arabia, Somalia, State of Palestine, Tunisia, UAE, Western Sahara, Yemen.

If you’re unable to meet all the requirements on this list, your entry may be ineligible for Dubai Lynx 2025. Failure to meet all of these requirements could see your entry being disqualified or withdrawn without a refund. If in doubt, reach out to the Awards team.

Contact us

Where is your work eligible?

Once you’ve made sure your work meets all the necessary eligibility requirements, it’s time to identify which Award or Awards best suit your work. For this, reference Entry Kit Part 1. Here, you’ll find a breakdown of all the Awards and their categories, including their judging criteria and material requirements.

  1. What key elements do you focus on when describing your work?
    Is it the craft, the engagement or the creative strategy? Identifying the root of your work will allow you to match it with the most appropriate Award.

  2. What was the objective? What were you trying to achieve?
    Was there a particular element that really helped to deliver on that objective? Identifying the intention behind your work will help you when it comes to category selection.

How to craft your entry

Once you feel confident with your category selection, it’s time to think about how best to tell your story. Allowing yourself enough time to do this thoroughly gives you the best chance of success.

Written submission

The written explanation is a compulsory element for every Award. It serves as an opportunity for you to tell the Jurors everything they need to know about your work, from the creative idea, strategy and execution, right through to the results.

Each question has been specifically designed to help you showcase your work, so make sure you take full advantage of each one and answer with as much relevant detail as possible. If you’re entering your work across multiple Awards, resist the temptation to copy and paste your answers. Tailoring them for each entry, within the context of that Award and category, will make it easier for the Jury to understand why your work deserves to win there.

Understanding how category selection impacts judging

At Dubai Lynx last year we caught up with Entertainment Jury Member Sibu Mabena to understand how category selection impacted judging.

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Often, the first thing the Jury looks for when distinguishing between shortlisted pieces and winners is how the objective links to the impact and results.

You may have a beautiful piece of work, but did it work for the brand? If your objective is to drive sales but your results focus on increased awareness, the Jury will notice this disconnect. They’re industry experts, so think carefully about what they would view as a metric of success.

It’s also important to remember that most of the Jury won’t be from your market. This is where the cultural context question comes into play. Use it to provide insight into why your work is relevant for this particular brand, at this particular moment, in this particular market. Help them understand why this work pushed the boundaries of what great is for the audience in the market where it ran.

How and when the Jury reference the written submission

Jo-ann Robertson, PR Jury President at Cannes Lions 2023, took to the stage in 2024 to provide insight into how and when the Jury reference the written submission.

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So, to summarise:

  • Make the most of every question

  • Link your objective to your outcome

  • Include relevant results and provide cultural context

Supporting materials

The supporting materials are some of the most important elements of your entry. They are what the Jury examine, watch and read during their decision-making. Each Award has different material requirements. Some elements are mandatory, others recommended or optional. Below is an overview of the entry requirements – please see Entry Kit 1 for the full list, plus formatting guidelines.

Regardless of the Award you’re entering, some general rules to remember are:

  • All case films and presentation images must be in English.

  • Work that was not originally published in English (TV commercials, print ads, billboards, etc.) can be translated or subtitled exactly as it was published or aired so that it can be understood in English by the Jury.

  • If translating original video work, please note that dubbing is not allowed. Voiceovers can be translated, but visible speech must be kept in the original language and subtitled.

  • Supporting materials must not contain any reference to your agency or any contributing creative companies or individuals.

Presentation image

The presentation image is compulsory across many Awards. This is a visual presentation of your work, including images and English text, concisely summarising the brief, execution and results. It is often referenced by Jurors and should provide an engaging, easy-to-digest overview of the work.

An example of a presentation image by Careem showing the problem, solution and execution along with some stats and examples of the visuals

Case film

The case film is not mandatory for all Awards but is often a highly recommended addition to your submission. A case film gives you an opportunity to introduce and explain your work. It’s often the first thing the Jury sees, so include your cultural context, reference your original objective and final outcome and keep it under 2 minutes. The case film will be displayed publicly on our intelligence platform The Work.

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"The case film is the most powerful outlet for you to actually tell your story.”

Ilma Afzal, Strategy Director | Jack Morton Worldwide | Creative Strategy Juror, Dubai Lynx 2024

Helpful resources

We have a range of resources available to help with crafting your entry. Get inspired by previous winning work, dive into Jury room insights to better understand what Jurors are looking for and talk to our Awards team about category selection.

Awards Team

If you have any questions about the entry process, from category selection to eligibility, or just the process in general, our team is here to help.

Contact us

The Creativity Report

The Dubai Lynx Creativity Report 2024 is available to everyone for free via The Work. The annual report includes the definitive rankings for creative excellence in branded communications and provides insights, analysis and interviews with winning creators.

Download report

The Work

Search 250,000 of the best pieces of creative work, plus reports, interviews and insights from leading brands and agencies.

See The Work

Winners Spotlight

Explore the Winners Spotlight page for insights on the 2024 winning work.

Get inspired

How to submit

If you’d like to work on your entry offline, you can do so by downloading the questions for each category via the entry system. Once you’ve perfected your answers and have everything ready to submit, you’ll need to add all of the materials to the entry system.

Last minute checks

Use this checkout checklist to ensure you’ve completed everything correctly:

  • Have you double checked your work meets the eligibility criteria detailed in Entry Kit 2?

  • Have you made sure you’ve got permission from the brand to enter the Work?

  • Have you made sure you’re entering your work exactly as it aired?

  • Have you checked to make sure your visual assets are all in English or include English subtitles?

  • Have you got the rights to all the assets you’re submitting with your Entry?

  • Have you supplied all of the media placement information outlining when and where your work ran? (This information is used frequently, so make sure it’s correct!)

  • Have you made sure not to reference the agency or any contributing creative companies in the written submission, as well as in any digital assets or physical materials?

  • Have you asked a fresh pair of eyes to sense and spell check your entry?

  • Are you completely satisfied with the final version? Remember, once you checkout you can’t make any more changes.

Please note

No changes can be made once you have clicked “Submit” and “Checkout”. Please only check out when your entry is 100% complete. All supporting case films and materials need to be the correct and final versions and cannot be changed once you’ve submitted your entry.

Deadline FAQs

The final deadline for entry is 23 January 2025.

What happens if you’ve missed it?
If you’re having trouble meeting the deadline, get in touch with our Awards team to discuss an extension.

Can I edit my entry after submitting?
No, once you’ve submitted your work you cannot make any changes. This includes adding or removing assets.

Entry fees

Lynx Award- Price in USD

Fee until 12 December 2024

Fee after 12 January 2025

Fee after 16 January 2025

Audio & Radio

565

705

765

Brand Experience & Activation

620

760

820

Creative Commerce

620

760

820

Creative Effectiveness

945

1085

1145

Creative Strategy

620

760

820

Design

565

705

765

Digital Craft

820

960

1020

Direct

620

760

820

Entertainment

820

960

1020

Film

820

960

1020

Film Craft

820

960

1020

Glass: The Award For Change

565

705

765

Healthcare

620

760

820

Industry Craft

565

705

765

Integrated

945

1085

1145

Media

620

760

820

Outdoor

565

705

765

PR

620

760

820

Print & Publishing

565

705

765

Social & Influencer

620

760

760

What happens next?

Judging

After you check out your entry, each piece of work is reviewed multiple times by our Awards team before it gets to the Jury. If there are any issues, a member of the team will be in touch. If you don’t hear from us, it means you’re all set and your work has progressed through to the judging stages.

1. First stage
Jurors consider and score each entry on a scale of one to nine based on whether they consider it a shortlist candidate. The Jury will then review and finalise this proposed shortlist. Typically about twenty percent of entries will make it to this stage.

2. Second stage
Guided by the Jury President, the Jury reviews and debates entries in the shortlist before voting on whether they consider each a Gold, Silver or Bronze winner, or if it is a Shortlist only. It takes a two-thirds majority vote to claim a trophy.

3. After voting
After voting, results are read out and Juries confirm the decisions. Candidates for Grand Prix, selected from Gold or equivalent winners, are also identified and further discussion follows before the final vote to determine the Grand Prix winner.

4. Non-profit organisations & charities
Entries for non-profit organisations and charities aren’t eligible for the Grand Prix in their Awards, but will be considered for the Grand Prix for Good.

Clarification about your entry

Our team will use the entry contact you’ve provided if the Jury needs any clarification about your entry.

Shortlists

What happens if you’ve been shortlisted?

Shortlists are decided in the first round of judging. If you make the shortlist, our team will let you know via email and provide assets that you can use to celebrate your success on social media.

Where can you find shortlisted work?

Being shortlisted at Dubai Lynx is a huge achievement. Fewer than 25% of all entries make the cut.

All entries submitted will be exclusively available on The Work. Non-subscribers will be able to access a list with the winners’ details, while subscribers can read the full entry and supporting material.

Winners

What happens if you win?

If your work has been selected for a Lynx Award, our team will be in touch.

Can you get a duplicate of the trophy?

Winning at Dubai Lynx is a huge achievement. It puts you among the creative elite and deserves to be celebrated. Ordering duplicate trophies and certificates to reward the team behind your winning work is a meaningful way to do this.

All credited Dubai Lynx winners, both companies and individuals, can purchase additional hand-crafted trophies, as well as certificates. Visit the Dubai Lynx Store to place your order. If you have any questions, please contact merchandise@canneslions.com.

How can we make the most of our win?

Celebrate on social media! We’ll share assets that you can use to share across Facebook, Instagram, Twitter and LinkedIn.

Our LIONS Intelligence content team regularly interview winners to find out more about how the work got made. These interviews will be used in editorial content such as the Dubai Lynx Creativity Report. If you’ve got a story to share, please reach out to the team.

Post-Awards

The end of the Festival does not mean the end of our content. There’s plenty of post-Festival content for you and your team to engage with when you get back to the office.

The Dubai Lynx Creativity Report

The Dubai Lynx Creativity Report will be available to everyone for free in March via The Work. It announces the region's definitive rankings for creative excellence in branded communications and provides insights, analysis and interviews with Lynx-winning creators.

Contact us

Our dedicated Awards team is on hand year-round to support you with your entry journey. Our Awards experts can help you formulate your entry plan by:

  • explaining the updates to the Awards, e.g. what’s new and what’s changed this year

  • talking through your work and suggesting relevant categories

  • sharing tips about how to craft your entry

  • scheduling regular catch-ups to answer any questions you have throughout the entry process.

These services are complementary to make your entry experience as smooth and straightforward as possible.

You don’t have to wait a full year to enter Dubai Lynx again.

As you shift your focus to your next project, keep our three other Festivals in mind:

Cannes Lions Festival The benchmark for international creativity.

Eurobest Europe's benchmark for creative and effective communications.

Spikes Asia APAC's benchmark for creativity.

Contact us

Our Awards Team is available at awards@canneslions.com year-round to help support you on any future entries.