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| Annahar – newspapers contained in the newspaper version (a multi-award winner marketing campaign) |
Should you observe the worldwide awards scene – the Dubai Lynx and now the Cannes Lions – Lebanese businesses are killing it there. The press is already regurgitating the traces of “resilience”, “again on prime”, “Beirut shines” and so forth and so forth.
Simply to be clear. Good for them. Truthfully.
I imply poor Leo Burnett Beirut – their complete wall of row after row of awards which stood on the entrance of the company in Beirut was smashed and demolished with the August 2020 explosion. However certainly they rebounded (living proof, the above talked about very costly to enter Dubai Lynx), and bravo!
Now, in fact, when one appears on the awards one imagines a vibrant, kicking, and exceptionally performing native business. Come once more? Properly, I stated it a number of instances prior. The entire native business is in tatters. On tv the advertisements previous to the information are barely current, the advertisements on the streets is rather more ebbing that flowing (right here), the entire business state in 2022 is extra delusional than logical (right here).
Which brings us in fact to the entire awards thingy in itself. We all know that entries can typically be very restricted run advertisements only for the aim of qualifying for the awards’ necessities, or might be printed/displayed once more in a really specified format simply to satisfy phrases and situations or entries. Which implies that not a whole lot of these advertisements are precise normal attain as they declare to be (here’s a prime instance) – and we all know that admen/girls are grasp story tellers. A Lebanese company claimed it has considerably elevated the variety of elected feminine politicians attributable to its advertisements placing an obscene triple digit quantity of their presentation as a “proof”.
Baloney certainly.
I wrote concerning the awards scene earlier than (right here). And I stand by each phrase. However this is the conclusion – proper from 2022:
“To those that didn’t win at Cannes, fear not. It appears somebody did win previously and returned his award anyway (howdy Gustav Martner) and another person auctioned an unetched award for the good thing about the victims of the Afghanistan earthquake at USD 10,000 (it was snapped instantly fortunately).
The purpose? The purpose is that somebody now owns a Cannes Lions award for no advertisements in any respect however he has really helped the victims of the Afghanistan quake. No advertisements awards on the planet can deliver such pleasure.”
