Inside the Jury Room: MEA Jury Explains Why 4 Projects Make The Immortal Awards Global Round of Judging as Finalists
Having kicked off in Europe, this year's regional jury days at The Immortal Awards are now well under way. On October 30th, it was the turn of the MEA jury to meet in Dubai for a jury day held in partnership with Boomtown Productions.
The jury was tasked with selecting the region's best creative commercial projects from an initial shortlist of 23 entries. The work up for debate had already gone through an online round of judging, so the standard across the shortlist was exceptionally high.
So, what was the jury's process and rationale for whittling down the shortlist and selecting the Finalists to compete for Immortal honours in the global judging round on December 5th?
“We were looking for work that is, in equal parts, a nuanced representation of the region, while also spotlighting creative expressions that are truly timeless. This year’s finalists have a certain ageless quality to it – in the kind of work that acknowledges our past, our roots – while trying to influence a collective consciousness in the present. A cusp between meaningful insights that transpired into brave ideas,” explains Nishant Shah, executive creative director at Serviceplan Group Dubai. “Immortal for MEA is not just about memorable work, we as the jury sought out stories that pushed past ‘engage’ to affect ‘change.’”
And, following a day of intense debate and discussion, the group chose to spotlight four projects that made it as MEA Finalists. Here's what the jurors had to say about each of them.
AnNahar Newspaper - The New President (submitted by Impact BBDO)
“I respect, champion, and often preach about brand consistency to my clients and creative department cohorts. Brands are built over decades, not years and never by individual campaigns. Plus, any reputable agency can pull off a brilliant one-off. But to do it repeatedly calls for a well-deserved doff of the cap. And within our region, no other brand has been as consistently-disruptive and creative as AnNahar over the last five or so years,” says Paul Banham, chief creative officer, MullenLowe MENA. “This topical and timely campaign is the third or fourth in a series of fantastic ideas that have punched well above their weight. Bravo. Credit goes to both the agency and the client for not only its bravery but also its ability to do it time and again.”
Ryan Reed, chief creative officer at M&C Saatchi Dubai, agrees: "AnNahar’s ‘The New President’ is the world’s first AI politician tasked with advising a country and its people using 90 years of impartial reporting. A ‘living’ demonstration of the brand’s proposition that’s redefining how we apply AI. Creativity meets innovation. Long live the AI President!"
Pierre Carnet, managing director at MassiveMusic Dubai, adds, “This campaign stood out through its uniqueness and innovation, and its relevance to the problem it tackles. It could only have been done in Lebanon, only today, and only with this client, as it leverages new technologies and resources which only AnNahar is able to provide, to address a problem which is unique to the country. Though the jury could not see whether it generated real political change in Lebanon, this piece of work shines through its symbolism, by demonstrating how creative Lebanese media has to be to offer solutions to an issue that has been plaguing the country for an unimaginably long time. Unusual challenges require unusual solutions, and this campaign achieves just that.”
Arla Foods - Selfless Shelves (submitted by FP7 McCann Beirut)
“This is one of those ‘I wish I’d thought of that’ campaigns. A real solution to a real problem. We often see that issues in Lebanon can be exploited for quick award wins, but this campaign is not one of those instances,” explains Rita Harbie, senior creative director at Saatchi & Saatchi Dubai. “I love that a few weeks prior to sitting in the jury room I was on an e-commerce platform, looking for Lebanese goods to buy and found one of the Selfless Shelves jars for sale. It proved that this wasn’t necessarily a one-off solution – but a real system that could be kept in place to empower Lebanese women socio-economically in the long-run.”
Dennis Silveira, associate creative director at Impact BBDO Dubai, adds, “Selfless Shelves is a project that connects everyone. Who doesn't have a grandma or an aunt who stores food in little containers? It becomes even more powerful when you remember that the world is about this -- true insights -- and I think this idea connects people and helps an entire community in a very genuine and beautiful way. I think this piece represents the region well because of its cultural aspect and how strong women with a lot of experience to pass on show that times may change, but at heart, we are all connected to the simplest things in life: good food. It was impossible not to vote for this piece, as I mentioned earlier, it's an idea that works in the region, but also makes all of us remember our families, especially if you are not from the region.
For Rola Ghotmeh, founder of The Creative 9, the project felt authentic, insightful and embraced local tradition. She says, “I appreciated this campaign because it highlights a simple yet profound cultural practice: repurposing packaging jars. In Lebanon, it’s common for mothers and older generations to save brand jars for storing homemade preserves, or mouneh, like pickles. While this isn't a new idea, Arla Food’s approach stood out by embracing and celebrating this tradition on a public platform. They demonstrated a strong understanding of their consumers and the local market, crafting a campaign that felt both insightful and authentic.”
Rola adds, “This campaign is an excellent example of the region’s creativity because it taps into a unique cultural insight and honours everyday practices with respect and empathy. By using the brand's jars to create stands specifically for mouneh, Arla Food aligned itself with a beloved tradition, reaching consumers in a way that went beyond selling cheese. This approach helped bridge the brand with local, small-scale producers, making it both familiar and unexpectedly relevant in non-traditional spaces. The jury celebrated this campaign for its clever brand recall strategy and emotional resonance. By featuring endearing older women who embody the tradition of mouneh making, Arla Food managed to create a warm connection with viewers, inviting an emotional response. This approach ensures that even when consumers buy a locally sourced pickle jar, they’ll be reminded of Arla Food's cheese -- a subtle yet impactful way of spreading brand love. It’s a smart move to make the brand part of a cherished ritual, enhancing both awareness and goodwill.”
Nedbank - Youth Honours Board (submitted by Joe Public)
“Immortal work stays with you long after the campaign has run its course. It serves as a reference, a reminder and a source of envy. Immortal work is important work. The Middle East and Africa are no strangers to creative protest and the jury celebrated the regional finalists for inspiring meaningful change. Nedbank's ‘Youth Honors Board’ remembers and celebrates the lost potential of those students who gave their lives for the right to a better education and brighter future,” says Ryan. “Its powerful insight, emotive storytelling and depth of execution ladders up to a campaign that will inspire anyone to live to their full potential. The best execution is the honours board itself. Beautiful outdoor that will be passed down to future generations and live forever. Immortal? Yes.”
Shane Martin, founder of Boomtown Productions, was particularly impressed by the project’s craft. “I, along with all of the jury members, loved this project,” he says. “It was emotionally engaging, genuine, touching, and realised with beautiful craft. What was really outstanding in my view is how a great activation idea based on real human truth was amplified by a beautifully crafted film, illustrating how it's never just about the story, but how that story is told. The activation idea, adding the names of the fallen students to the honour roll, and capturing the reactions and emotions of the fathers and brothers and sisters of the students whose lives were lost that fateful day was born out of South Africa's turbulent social history, and so was unique to the region. We felt that the idea was intelligent and driven by real insight into national healing and reconciliation in a part of the world that needs both.”
Shane adds, “Being sponsored by Nedbank was a great way to establish a franchise in the minds of young and old consumers in a subtle and unobtrusive way. As mentioned, the execution of film to support and communicate the activation was beautifully crafted in all departments, with a special shout out to the DOP. This entry created a genuine "Holy S**t " moment in the judging room (Holy S**t becoming the trope and yardstick by which all entries were judged) leaving everyone moved and engaged, and wishing we could have made it.”
For Pierre, this campaign hit all the marks across both its film and activation executions, shedding light on a tragic and important historical moment with care, authenticity, and subtlety. “The film demonstrated excellent craft and storytelling, leveraging a smart and emotional music choice, accurate directing, and simplicity in execution which delivers impact for the viewer. It is difficult not to be moved by this film,” he says. “Meanwhile, the activation in which past students are honoured by current ones through being added to their school's honours board provides a genuine moment of education for schoolchildren, parents, and viewers alike. Often, historical tragedies can be misrepresented or used incorrectly in advertising, but this campaign shone through to the jury through its authenticity, by providing a valuable moment of education whilst being respectful in doing so.”
“This campaign reminded us of sheer power of craft – with the case film leaving some of the jury members teary-eyed,” adds Rita. “Here the strength didn’t lie purely in the idea but rather the gripping immersion into the heart of the problem. In jury rooms there’s a magic that we don’t exactly experience while watching these case films on our individual laptops. We could feel one another’s reactions and witness firsthand the emotional and human impact of soulful storytelling.”
Saudia Airlines- ProtecTasbih (submitted by Saatchi & Saatchi Dubai)
“This idea garnered an almost unanimous jury vote of confidence for several reasons. But, with that said, it was hotly debated at first and certainly didn't get a clean sweep of confidence from all jurors,” explains Paul. “Great ideas always create debate, and while they can divide opinion, isn't that the whole point? Plus, when is the last time you can remember everyone agreeing on everything? But is this a big idea? Yes. Is it for a big brand? Undoubtedly. Did it have a big impact? Yeah, pretty much. So, basically, big everything. And is it one of the biggest ideas from the Middle East this year, 100%? Will it get a big nod from a jury of bigger, more immortal creative practitioners? Only time will tell.”
Rola says, “ProtecTasbih stands out because it uses insights that resonate deeply with the consumer’s mindset during a significant spiritual period. By understanding the audience's psyche and choosing a medium that speaks directly to their values and needs, the brand moves away from traditional advertising noise. Instead of pushing messages, it offers something genuinely helpful, creating a “blue ocean” strategy that sets the brand apart in a meaningful way. It captures the essence of the region’s cultural insights, demonstrating how brands here can play a role beyond merely driving sales.”
She adds, “By acting as a positive influence in daily practices, the brand showcases the potential for advertising in the region to be both impactful and culturally relevant, promoting positive actions that align with local values. The jury’s decision to champion this project reflects a consensus on its innovative approach to creating a product that embodies both good hygiene and positive practice. We saw it as a potentially “immortal” idea—a product that can be continually used and valued, ultimately becoming a mobile piece of advertising for a brand that truly understands people’s needs. I felt that this approach positions the brand as one that prioritises its audience's well-being, making it memorable and enduring.”
On the long lasting positivity that it forged for the brand, Shane explains, “It was a unique and inspired idea, matched perfectly to the Saudia brand, as the largest carrier of Pilgrims to Mecca for Hajj. Because this idea was of and for the region, it could not have been done anywhere else, grounded in the traditions of Islamic prayer and the use of the Tasbih as a way to count prayers and so imbedding the beads with an eco-friendly antiseptic was inspired. This entry sparked a lot of debate but ultimately everyone came around to the idea itself being immortal and so worthy of going forward to represent the region. The jury recognised how creative and unique both the activation idea and its practical execution were, distributing 100,000 sets of beads to Hajj pilgrims and making a positive contribution to their health and wellbeing while performing their rituals, creating a long lasting positive association with the brand.”
