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Winners Spotlight

Want to give your work the best chance of success at Dubai Lynx this year? You’ll need to know what great looks like.

Last year’s winning work was groundbreaking, bold and ready to drive the future of the industry. Here’s a look at some breakthrough pieces from Dubai Lynx 2024.

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‘A Tale as Old As Time’

Agency: BigTime Creative Shop, Riyadh
Company: Riyadh Season
Awards: One Silver and one Bronze Lynx in Film Craft

Objective: Create a promo video that would drive pay-per-view subscriptions, boost ticket sales and put Saudi Arabia on the map for hosting world-class boxing events.
Impact: A reach of 46 million, 39m views and 720,000 engagement in less than 48 hours.

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‘BMW iJack’

Agency: Serviceplan Middle East, Dubai
Company: BMW
Awards: Gold Lynx in Digital, Media and Creative Strategy

Objective: Launch BMW’s electric vehicle campaign into the highly competitive existing market.
Impact: 400% increase in test drives and two out of five new bookings acquired via virtual showrooms.

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‘Careem Brand Refresh’

Agency: In-house (Dubai)
Company: Careem
Awards: Silver Lynx in both Industry Craft and Design

Objective: Shift customer perception of the brand from a being ride-hail only to a multi-service app.
Impact: 70% increase in understanding that Careem offers multiple services in one place. 46.7% increase in food delivery orders, 109% increase in grocery orders and 130% increase in Careem Plus subscriptions.

‘Unauthorized Trip’

Agency: ‿ and us, Dubai
Company: Saudi Tourism Company
Awards: Grand Prix in Entertainment

Objective: Enhance the perception of Saudi Arabia as a tourist destination, in service of the long-term goal of 100 million visitors by 2030.
Impact: 9% increase in destination positivity, 36% increase in year-on-year visits and 147 markets reached.

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‘Lipton - Ditch the Glitch’

Agency: DDB Egypt, Cairo
Company: Lipton Tea
Awards: Gold Lynx in Film

Objective: Drive internal sales growth by 27% vs last year during the month of Ramadan.
Impact: Lipton’s black tea business grew 40% vs Ramadan 2023 and surpassed the plan targets by 9% on volume and 10% on value basis. The distribution grew by 24%.

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‘ProtecTasbih’

Agency: Leo Burnett, Jeddah
Company: Saudi Airlines
Awards: Grand Prix in Direct, Brand Experience & Activation, Design and PR

Objective: Enhance customer loyalty following its brand positioning revamp.
Impact: 1.5 million passengers reached on ground, $2.9m in earned media and 62% increase in brand love.

So what was it that set this work apart? What exactly were Jurors looking for? We sat down with four Jury members to find out.

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“Read what category you are submitting for. Some of the entries we saw were just misplaced.”

We sat down with Sibu Mabena, Founder and Chief Creative Officer at Duma Collective and member of the 2024 Entertainment Lynx Jury, to talk trends and themes, entry advice and her biggest takeaways.

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“The more specific you can be to the exact region that you are in, that's where the real treasure lies.”

Hear from Haydn Kerr, Executive Creative Director at Track+Tribal Aotearoa and member of the 2024 Digital and Social & Influencer Lynx Juries, as he talks trends and themes, entry advice and his biggest takeaways.

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“If your campaign has created an impact within the region or changed consumer behaviour, that's really important to highlight.”

We sat down with Ilma Afzal, member of the 2024 Creative Effectiveness and Creative Strategy Lynx Juries and Strategy Director at Jack Morton Worldwide, to talk trends and themes, standout work and entry advice.

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“You can tell there’s passion behind them, you can tell that there's heritage and culture immersed in those projects.”

Hear from Luis Aboyte, Creative Director at Landor, Chicago, and member of the 2024 Design and Industry Craft Lynx Juries, as he talks standout work and entry advice.