2019 Winners & Shortlists

Cultural/Context information for the jury.

The UAE is a transient place, and is made up of more than 78% of foreign nationals. This means mobile phone roaming rates affect more people, more often. What's also important to mention is the client's bravery in airing these ads for a widespread campaign that includes references to words that could be seen as highly sensitive to the majority of the country's - and the region's - population.