9 January 2014 – The Dubai Lynx 7-Day Brief, powered by YouTube, has released the 2014 brief and is now accepting entries into the film competition which puts the region’s creative powers to the test.
The brief has been set by UNHCR, the United Nations High Commissioner for Refugees. Founded in 1950, UNHCR is mandated to lead and co-ordinate international action to protect refugees and resolve refugee problems worldwide, with its primary purpose being to safeguard the rights and well-being of refugees. Their brief, which has been filmed by Collective, can now be viewed on the dedicated YouTube channel, http://www.youtube.com/user/officialdubailynx.
Commenting on their role within the competition Nisreen Rubaian, Officer in Charge, from UNHCR Abu Dhabi says, ”UNHCR highly appreciates Dubai Lynx and YouTube for their recognition of the severity of the Syria crisis, which continues to increase at a noticeable rate. We commend your role in engaging the public to reflect the plight of Syrian refugees, especially children.”
Tarek Abdalla, Head of Marketing for Google in MENA, added, “The 7-Day Brief is a great way for anyone with an idea and a video camera to use their creativity for a good cause. This year, one key criterion will be the effectiveness of the first 5 seconds of the film in retaining audiences, since YouTube viewers can skip ads, making the competition all the more challenging and interesting.”
Participants will have just seven days, until midday (UAE) on Thursday 16 January 2014, to make a 30-60 second film commercial, in English or Arabic, aimed at raising awareness for UNHCR and upload the film to YouTube for the public to view and share, further building recognition for the not-for-profit organisation.
The commercial that shows the greatest creativity will be selected by a dedicated jury and the winner will receive an unbeatable all-expenses paid trip to the 2014 Dubai Lynx International Festival of Creativity. Led by Bechara Mouzannar, Chief Creative Officer of Leo Burnett, the jury will comprise of the following top industry professionals:
– Omar Abbas, Director, Collective
– Patrick Honein, Creative Director, Momentum, Abu Dhabi
– Firas Medrows, Executive Creative Director, DDB Dubai
– Ramsey Naja, Chief Creative Officer, JWT MENA
– Nicholas Pereira, Executive Creative Director, Impact BBDO, Saudi Arabia
– Safiyyah Abu-Hulayel, Creative Director, Y&R
Speaking about the competition, Bechara Mouzannar says, “I feel honoured and very excited to be the first Jury President for this innovative and noble initiative. Communicating charity and changing the way people feel, think or even live, is at the heart of the contemporary societies of human beings, which creative people are part of, especially in this region and at these uncertain times in its history. YouTube is the universal democratic TV by excellence, that is powered by the people’s imagination and today’s videos are the most compelling and convenient way to convey a great idea in an engaging story in a single medium.”
Emma Lancaster Farmer adds, “This competition is an unrivalled opportunity to do something amazing for a fantastic cause, it’s a chance to show strength and creativity in storytelling. Previous winners described the process of creating an ad as liberating and an unbelievable experience; this is an opportunity for everyone to have that feeling, with the added chance of being the chosen winner and immersing themselves in creativity at the 2014 Festival.”
With more countries eligible to participate this year, contestants from Algeria, Bahrain, Egypt, Jordan, Morocco, Oman, Qatar, Saudi Arabia, Tunisia, United Arab Emirates and Yemen can submit films. For more information and full terms and conditions, please visit YouTube or the Dubai Lynx website.
The Dubai Lynx International Festival of Creativity is the leading competition and awards for advertising creative excellence in the Middle East and Africa
Presented by Lions Festivals together with their regional partners, Motivate, the Dubai Lynx International Festival of Creativity, is held in association with the UAE Chapter of the International Advertising Association (IAA) and with the support of Dubai Media City (DMC). The 7th Dubai Lynx International Festival of Creativity will bring to the Middle East and Africa a series of high profile seminars, workshops, exhibitions and screenings aimed at giving creative inspiration, learning and networking opportunities to the advertising and allied industries in the region. The Academies, The Young Lynx Competitions and Networking evenings are amongst the events enjoyed by participants. The Dubai Lynx awards, which are part of the Festival, will honour creative excellence in Film, Print, Outdoor, Radio, Direct, Promo & Activation, Media, Interactive, Film Craft, Print & Poster Craft, Design, Mobile, PR, Integrated and Branded Content & Entertainment advertising and communications. High-profile international jurors will award the coveted Dubai Lynx trophy to establish the definitive standard for creative excellence in the Middle East and Africa region. www.dubailynx.com
About Lions Festivals
Lions Festivals Limited is the organiser of international and regional festivals of creativity in communications, including its flagship event, Cannes Lions International Festival of Creativity, Eurobest and Lions Health as well as co-organisers, with its joint venture partners, of Dubai Lynx International Festival of Creativity, Spikes Asia Festival of Creativity, Festival of Asian Marketing Effectiveness, and the Digital Asia Festival. www.lionsfestivals.com. Lions Festivals is powered by Top Right Group.
Motivate is the Middle East’s leading publisher of magazines and books. Motivate’s portfolio comprises of more than 20 market-leading magazines – many of which have independently audited circulations – and over 300 books. With a staff of more than 200 experienced and dedicated professionals, Motivate is committed to providing editorial excellence, audited circulation and transparent research data across its platform of publications.
In addition to partnering Dubai Lynx, Motivate, through its cinema advertising company, Motivate Val Morgan, is also the Official UAE Representative of the Cannes International Festival of Creativity. http://www.motivatepublishing.com/
Delegate Registration: Open
2nd Delegate Early Bird Discount: available until 30 January 2014
Earlybird entry deadline: 30 January 2014
Entry deadline: 6 February 2014
Festival Dates: 9–11 March 2014
Dubai Lynx Awards: 12 March 2014