2016 Winners & Shortlists

Brief Explanation

We are a top-three full service advertising agency based in Doha. We have the two offices in the market, with the largest number of retained full service clients, #4 for ATL media billings, and #1 for digital advertising spend in Qatar.  Our clients include blue-chip international brands, as well as big regional players.  We work the market leaders in automotive, energy, luxury, tourism, hospitality, health, education and government. Marketing services provided include brand development, strategic planning, advertising, media planning & buying, public relations, digital and events.  By fully understanding our clients we are able to engage them, their stakeholders and customers. We place insight and creativity at the centre of our operation whilst producing effectively powerful advertising.

The Brief

The agency has grown into the most respected name in Qatar, with two offices and a range of retained clients. With the agency attracting regional and international brands, our management is positioning us as a strategic and creative shop which bears a challenger’s philosophy.  With creative awards in our sights, what better promotion than via targeted advertising in the Dubai Lynx magazine at Cannes Lion? Positioning the agency as a proudly independent, infinitely creative innovator for Doha and the GCC remains our aim. Understanding the importance which these awards present to creativity, we now appeal to the competitive nature of every creative.

How the final design was conceived

The creative department ran a competition for the teams and designers to come up with the best concept for connecting with creative teams at Cannes Lion. From the selected route, the lead senior graphic designer selected a minimalist approach, in tune with the agency’s design philosophy. We wanted to have a significant impact and so stripped away all unnecessary elements, leaving a bold visual and equally striking headline. We wanted the design to be as provocative as the headline’s statement and so we used the award as its hero. By positioning the advertisement directly opposite a country report of Qatar within the Dubai Lynx MENA Showcase publication, our message was given the very platform we intended by speaking directly to the State of Qatar’s professionals who each would inevitably take notice.

Indication of how successful the outcome was in the market

By using the icon and instantly recognisable statue, the design immediately connects with the audience and the environment of the publication. The design aligns the Cannes Awards and creative excellence with the agency brand. The design demonstrates the agency’s approach and philosophy by utilising clean, premium and powerful elements and aesthetics. The final user is left with the understanding that the agency has creatives at the heart of everything it does and truly understands its target audience’s feelings, emotions and values.