The 100 million meals campaign and the Emirates Mars Mission “Hope Probe” project also received media acclaim.
The UAE Government Media Office won 16 awards at the Dubai Lynx International Creative Awards 2022, having been nominated in 32 categories.
The awards and nominations are a recognition of the creativity and innovation demonstrated during six major media campaigns that the Office has developed to promote some of the flagship projects and initiatives launched over the past 12 months.
These included the 100 Million Meals campaign, the largest initiative of its kind to support communities in need in 47 countries; the Emirates Mars Mission “Hope Probe” project, which successfully orbited Mars; and the World’s Coolest Winter campaign, which aimed to showcase the UAE’s outstanding tourist attractions, as well as the human values associated with Emirati society, to local, regional and international markets.
The Dubai Lynx International Creative Awards 2022 recognize the best creative works from the Middle East and North Africa region in the field of media and communications.
At the celebration, held recently at the Dubai Opera, the UAE Government Media Office was awarded two Grand Prizes, four gold, six silver and four bronze out of a total of 32 individual nominations in all categories.
The Prize Jury Committees, comprised of international experts and creative industries scholars, chose the winners after a comprehensive evaluation process that judged numerous criteria such as insight and idea; strategy and targeting; execution; and impact and results.
The 100 Million Meals campaign won three of the main Dubai Lynx International Creative Awards 2022, with a gold, a silver and a bronze.
The World’s Coolest Winter campaign, in its second consecutive edition, won six Dubai Lynx awards, including one Grand Prix, two gold, one silver and two bronze.
Meanwhile, the Emirates Mars Mission – Hope Probe project won seven awards, including one Grand Prize, one Gold, four Silver and one Bronze.
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Alia Al Hammadi, Vice President of the UAE Government Media Office, said: “The UAE Government Media Office is keen to promote national and international initiatives and projects launched from the country with campaigns comprehensive media outlets that feature facts, figures and live testimonials with engaging testimonials and interactive content. To do this, it is important to use various creative tools in partnership with institutions and major creative talents, ensuring to provide content that engages people and establishes a social movement.”
She added: “Our media campaigns, which have accompanied strategic projects such as the Emirates Mars mission, the 100 million meals campaign and the coolest winter in the world, have highlighted the principles on which the United Arab Emirates were founded and the values upheld by its diverse, tolerant and supportive society with other people around the world, and they have also served to reach out and support pressing humanitarian issues.
For his part, Khaled AlShehhi, Executive Director of New Media and Visual Production at the Media Office of the United Arab Emirates Government and Member of the Grand Jury for the Middle East and Africa of the “AME” Awards of Advertising Festivals and New York Marketing, confirmed that the GMO have devised new approaches to the design, production and implementation of media and digital campaigns that showcase UAE national projects and initiatives, which use world-class and deliver content tailored to traditional and new media platforms.
He added: “We were keen to support inspiring initiatives, such as the Warm Winter campaign which accompanied The World’s Coolest Winter and tried to spread the warmth of giving to those suffering from extreme cold, refugees and displaced people. We have also introduced all the opportunities available in the United Arab Emirates for creative and talented pioneers of the “It’s possible” campaign. In the #ArabsToMars campaign, which ran alongside the Mars mission, we spoke about the Arab public’s ambition to once again make a meaningful contribution to human civilization. campaign, we invited social media users to contribute by providing food support to the less fortunate.”
The 32 nominations for the main Dubai Lynx International Creative Awards 2022 included three media campaigns led by the UAE Government Media Office for the 100 Million Meals Campaign, the World’s Coolest Winter Campaign and the Emirates Mars Mission Project – Hope Probe .
The campaign accompanying the 100 million meals initiative, the largest of its kind to feed the needy in 47 countries, launched by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the United Arab Emirates and Ruler of Dubai, received seven nominations for the Give With Your Plate campaign shortlist for social media platforms. The campaign creatively and innovatively encouraged users to support the less fortunate by photographing dishes and, via a QR code, donating a specific amount to provide meals for the needy.
The seven nominations included one for nonprofits, another for accountability, a third for meaningful communication, two related to societal behavior and cultural perspectives, and two related to the use of smart media.
The World’s Coolest Winter campaign alone garnered 11 nominations. The It’s Possible campaign, which used creative short videos on language, creative arts, innovation, art, international cuisine and sports, explored the opportunities available in the UAE for creatives, talents and pioneers. It earned five nominations in the Feature Films and Documentaries Under 30 Minutes categories; public participation; cinema, series and radio talents; fiction series and documentaries; as well as social goals and accountability.
Meanwhile, the Warm Winter initiative, part of the World’s Coolest Winter campaign, won four nominations for the four-day livestream in cooperation with influencer AboFlah which raised millions of dirhams to meet the needs heating in refugee and IDP camps. Nominations included fundraising, live streaming, social media platforms and nonprofits.
The short documentary ‘A Winter Through My Eyes’, which monitored the host centers of the World’s Coolest Winter campaign, and followed a blind girl from Lebanon and her friends across the United Arab Emirates for six days to enjoy the mild winter of the country, won two nominations, the first for choosing heroes, and the second for employing digital or social content.
The media campaign launched by the UAE Government Media Office in conjunction with the Emirates Mars Mission – Hope Probe project received a record 14 nominations, including 13 for the creative and innovative initiative Double Moon. This featured a simulation of the moons of Mars, via two 100-meter cranes and a 40-meter screen, in the skies of the United Arab Emirates and sought to inspire audiences to ask questions about the planet’s environment.
Nominations for included three in the nonprofit organization category, three in the large-scale use of media, two in the event use category, and another in the categories rapid marketing response, special design, immersive interactive experiences, technology and the media abroad.
Meanwhile, the #ArabsToMars hashtag initiative, launched by His Highness Sheikh Mohammed bin Rashid Al Maktoum at an early stage of the first Arab Martian mission, has won a nomination for a comprehensive campaign. Its exceptional circulation saw more than 2.7 billion engagements, while the same hashtag #ArabsToMars in English was used by more than 512 million people worldwide.
The Dubai Lynx International Creative Awards celebrate creative works in media, print advertising, outdoor advertising, interactive and integrated advertising, among others. The Dubai Lynx Awards recognize creativity, innovators and creative institutions in the field of media and communication in the Middle East and North Africa. Its annual celebration and periodic events provide a meeting point for innovators in the region’s creative communications sector to showcase new ideas and gain inspiring experiences, celebrate creativity and innovation, and gauge the response from local, regional audiences. and internationally.