2022 Winners & Shortlists

NOT LAZINESS

Bronze Lynx Campaign

Demo Film

Digital Proof JPG

BrandTECOM GROUP / DUBAI SCIENCE PARK
Product/ServiceDUBAI SCIENCE PARK
EntrantSERVICEPLAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES
1 of 3 Campaign
CategoryPrint & Publishing
Idea Creation SERVICEPLAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES

Cultural / Context information for the jury

In the Arab world, it is estimated that 17.7% of the total population suffers from depression and this figure is only the tip of the iceberg, because not everyone with mental health problems comes forward to seek treatment, due to the stigmas associated with mental health diseases. There is a dire need for awareness in the region.

Tell the jury about the illustration.

To visually represent how undiagnosed depression can incapacitate you, we collaborated with an artist who has grappled with mental health challenges herself. She could instantly empathise with the issue and was excited to help us bring the campaign to life. Together, we created 3 unique and provocative visuals. Illustrated by hand and then coloured digitally using hues that evoke an emotional response. The feeling of being stuck in a vicious cycle of self-doubt was metaphorically represented using a bed: • Visual 1: Closing in on the person like a bear trap • Visual 2: Constricting and suffocating the human • Visual 3: Sucking the human into an empty void

Credits

Name Company Role
Rami Hmadeh Serviceplan Middle East Manager Partner
Natalie Shardan Serviceplan Middle East General Manager
Azhar Siddiqui Serviceplan Middle East Manager Partner
Frances Valerie Bonifacio Serviceplan Middle East Head of Strategy
Jason Romeyko Serviceplan Group Worldwide Executive Creative Director
Akhilesh Bagri Serviceplan Middle East Chief Creative Officer
Saleh Elghatit Serviceplan Middle East Creative Director
André Couto Serviceplan Middle East Creative Director
Oussama Founi Serviceplan Middle East Art Director
Sameer Suri Serviceplan Middle East Copywriter
Saaniya Abbas Serviceplan Middle East Art Director
Rana Ahmed Serviceplan Middle East Arabic Copywriter
Ramy Abdelrehim Serviceplan Middle East Business Director
Kathleen Angeles Serviceplan Middle East Account Manager
Jiawen Chen Caper Illustration Illustrator
Charbel Jreijiri Mediaplus General Manager
Vishwa Mohan Mediaplus Director, International Markets
Suprashv Adarsh Chopra Mediaplus Digital Media Director
Tareq Al Masri Mediaplus Media Manager