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High Five Immortal Contenders: Ryan Reed on the UAE


Ryan Reed, CCO and partner at M&C Saatchi UAE, shares five projects from across the region that he believes could do well at the Immortal Awards

High Five Immortal Contenders: Ryan Reed on the UAE

I’m a huge fan of brutally simple work that shakes up and changes the way we engage with brands; ideas that hack, stray outside the category and are shareable because they are smart, human and rewarding. The days of big budget excess are over and agencies in the region are leading the way with sharp strategic led creative that surprises and delights. These Immortal Contenders show that you don’t need big bucks - just big ideas from sharp insights to create change and 'wow'...

KFC - 'Shift K+F+C'

Production: Gravity Developers

When you’re in the thick of an ARPG and hunger strikes, ain’t no time for an ordering app. Kick-ass idea using a keyboard cheat to order your favourite ‘finger-licking’ meal without breaking stride. Great insight and simple execution that entrenches the brand in the lucrative eSports space without the heavy sponsorship deal. Winner, winner chicken...nah!

Pizza Hut - 'Offline Hour'

Agency & Production: M&C Saatchi Dubai

Can pizza save the planet? This idea sees Pizza Hut rewarding you with free pizza for going offline during Earth Hour. Why? Because it saves more energy than switching off lights...and you can’t eat pizza in the dark. How? A site that works offline and tracks your device’s downtime. Voodoo? A simple budget and earth friendly idea that high fives you with pizza for changing behaviour.

Emirates Airlines - 'On Top of the World'

Agency: In-house at Emirates
Production & Post: Prime Productions AMG

Let’s start with the highest of high fives. Literally. Loving the ‘Love Actually’ inspired work for Emirates. Viral stunt created by the in-house brand team plays to the impossible made possible spirit of the Emirates and captures imagination. Goes to show that you can do a lot with marker, art board and sticky tape (holding her in place?) and big ideas are not the domain of creative agencies. Shit, can I say that?

Mobily - 'Protect Headset'

Agency: MullenLowe MENA
Production: Pixelplus Media

Mobily joining the gaming conversation and addressing a real issue with a first-of-its-kind headset that protects young gamers from predators by making them sound older. Nice brand flex into the innovation for good space. Look forward to seeing the headsets on shelves.

Dubai Tourism - 'A Romance to Remember'

Agency: Mother
Production: MJZ
Post: Electric Theatre Collective
Music: 750mph

Forget everything smart and inspiring I said about excessive budgets. I’m cheating a little on this one. Technically not done in our hood but for our hood by Mother (pity Dubai outsource the creative) but kudos on a great job. Strong platform that keeps giving and Wes Anderson inspired romcom. Felt cute, might delete later.

Entries to The Immortal Awards are now open and Little Black Book members can make their submissions here today. 

Entries into The Immortal Awards will be accepted until 10th September 2021. There will be no deadline extension. All entries must be made for a commissioning client, and must have first aired, broadcast, displayed, launched or published between 1st September 2020 and 31st August 2021.  

Every member of LBB is entitled to up to five entries, depending on their membership tier. This year, Bronze members receive one entry, Silver members will receive two entries and Gold members will receive five entries. The full list of rules, including eligibility dates, can be found here.

If you’d like to enter the Immortal Awards but you’re not yet a member of LBB, sign up here today. If you’re already a member and would like to increase your number of entries, you can upgrade your membership here.

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M&C Saatchi UAE, Wed, 25 Aug 2021 10:30:25 GMT