du is the most internationally awarded brand for advertising in the MENA region

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du is the first brand in the region to be awarded the coveted D&AD Yellow Pencil in the film category

Dubai, UAE, 31 May 2015: du Tuesday, the award-winning advertising campaign, has received its greatest global recognition yet, the coveted Yellow Pencil (Gold) at the D&AD awards gala ceremony held in London. The scope of success of the du Tuesday campaign makes du the most internationally awarded commercial brand in the MENA region.

The D&AD Award is considered one of the advertising industry’s most prestigious awards shows in the world. du was recognised for its prolific Tuesday campaign with a coveted Yellow Pencil (gold), a Graphite Pencil (silver) and five other Wooden Pencils (bronze). A few hours after its amazing win at D&AD, the du Tuesdays Campaign received top honours at New York Festivals World’s Best Advertising awards where it won four Gold Awards, two in the Film and two in the Film Craft categories.

This win comes just weeks after the du Tuesday campaign triumphed at the Art Directors’ Club of New York (ADC), where it won the coveted Black Cube (Best in Show) as well as two gold and two silver awards; and just a couple of months after the du Tuesday campaign won eight awards — three gold, four silver and one bronze — at the 2015 Dubai Lynx. Additionally, the campaign was recognised at Adfest 2015 in Asia, held earlier this year, where it won a silver and a bronze award.

Hala Badri, Executive Vice President of Brand and Communications, du, said: “We are delighted with these latest wins for our du Tuesday campaign, which now showcases our company values to a global audience. Our recent awards — the MENA region’s first Yellow Pencil for film, the Black Cube award for the entire campaign and the UAE’s first-ever Gold Lion at Cannes Lions International Festival of Creativity 2014 – are the fruit of our genuine investment into surprising our customer, who is at the core of everything we do, in really exciting and unexpected ways. As an Emirati telecommunications operator, our wins exhibit the prowess of creativity within the UAE on a worldwide platform, showcasing us as a telecommunications brand, and the country that we come from, in a completely new, more expressive light to a global creative audience.”

At the D&AD awards gala ceremony, which was held in front of an audience of the world’s most creative talents and advertisers, the du Tuesday campaign won seven Pencils, including one Yellow Pencil (Gold) for direction in the Film Craft competition, for the films ‘Too complicated, Too depressing, and Too boring’. Additionally the campaign was awarded a Graphite Pencil (Silver) for production design in the film ‘Too distressing, Too insulting, and Too informative’, and five other Wooden Pencils (Bronze) for the two phases of the du Tuesday ‘two-for-one tickets’ campaign.

In Miami, at the Awards Ceremony of the Art Directors’ Club of New York (ADC), the du Tuesday campaign won the Black Cube, which constitutes the Grand Prix of the whole festival to the extent that if there is not worthy candidate, the ADC does not award the Black Cube at all. This makes the du Tuesday campaign part of the ‘Wall of Fame’ at the Art Directors Club of New York. In addition to the Black Cube, du Tuesday won two gold awards as a campaign and ‘Too Complicated’ won two silver awards for direction and copywriting.

“I would like to congratulate the entire team at Leo Burnett, our creative agency, for the understanding and insurmountable creativity that they bring on board to implement our vision, resulting in campaigns that span cultural boundaries, showing how fully committed to diversity and integration du is,” Badri concluded.

Through the du Tuesday campaign, all eligible du prepaid and post-paid mobile customers can enjoy a complimentary second ticket for all films showing at VOX Cinemas in the UAE, across all cinema categories including Gold & 4DX. All they have to do is buy one, to get one free! Customers can get their free tickets either by buying tickets through VOX Cinemas’ website, www.voxcinemas.com/du using a du SMS coupon code, or by showing an SMS coupon code at the cinema box office on a Tuesday.

Moreover, the du Tuesday initiative includes exciting competitions that allow customers to have fun and enjoy unique experiences such as walking on the red carpet at the latest international cinema movie premiers, just like celebrities do. To find out how they can win tickets to these exclusive events, customers can visit the du social media pages, including Facebook (www.facebook.com/du) and Twitter (@dutweets).

About du
We started operating in 2007, offering mobile and fixed telephony, broadband connectivity and IPTV services. Today, we serve more than 7.5 million individual customers and over 80,000 businesses in the UAE. We also provide carrier services for businesses and satellite up/downlink services for TV broadcasters.

We won the Gallup Great Workplace Award. Our recruitment strategy aims to provide fulfilling opportunities for quality talent in a cosmopolitan working environment where more than 60 nationalities work 35% of which are Emiratis.

We are the first telecom company in the world to release a Sustainability Report based on GRI-G4 comprehensive guidelines. Among our other laurels, we also have the credit of being the first in the UAE to be awarded with prestigious LEED Platinum certification for 2 of our green retail outlet.

du is 39.5 percent owned by Emirates Investment Authority, 20.08 percent by Mubadala Development Company PJSC, 19.5 percent by Emirates Communications and Technology LLC and the remaining by public shareholders. Listed on the Dubai Financial Market (DFM), the company trades under the name ‘du’.

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Samer Marzouq

Digital Media Superhero, Online Marketing Pro, Mad-Men Fellow, Tech Junkie, Advertising Whiz, Chief-Blogging-Officer, Bilingual Copywriter, Amateur Photographer