Dubai Lynx and YouTube Team with UN Women for 7-Day Brief Competition

14 January 2015 – Returning to Dubai Lynx for 2015, the YouTube 7-Day Brief this year calls on MENA creatives to produce a campaign on behalf of UN Women. With the brief now live, contestants have until midday (UAE) on 21 January to create a video ad for YouTube which encourages viewers to donate and help UN Women establish hotlines across the MENA region for survivors of domestic violence.

The hotlines provide counselling and support to affected women and ensure that survivors of violence can be heard and helped. With the MENA region ranking among the lowest on gender equality in statistics obtained by UN Women, the brief aims to create a sense of urgency for this crucially needed service. Nanette Braun, Chief of Communications & Advocacy for UN Women commenting on the organisation’s involvement with the competition said, “We very much appreciate this opportunity to raise awareness and funding for women’s empowerment issues. We look forward to the creative concepts that we hope will generate much-needed donations to set up these hotlines for survivors of domestic violence.”

Joining jury president, Ramsey Naja, Chief Creative Officer, JWT, MEA, in judging the entries are a host of some of the top names in the industry:
Omar Abbas, Director, Collective, UAE
May Al Saleh, Managing Partner and Creative Director, Lots of Joy Production, Kuwait
Fadi Elchamaa, Chief Creative Officer, Agency 222, Qatar
Malek Ghorayeb, Regional Executive Creative Director MENA, Leo Burnett
Patrick Honein, Executive Creative Director UAE, Momentum – FP7
Ramzi Moutran, Executive Creative Director UAE, Memac Ogilvy & Mather
Maya Saab, Executive Creative Director, Spirit, Lebanon
Fadi Yaish, Regional Executive Creative Director MENA, Impact BBDO

Tarek Abdalla, Head of Marketing for Google in MENA, said: “YouTube has always been a powerful platform that facilitates creative expression for users around the world. This year people have the chance to raise awareness around the issue of domestic violence against women. We hope to inspire the local talent in MENA to try new creative concepts, and to take part in shaping a strong message for this important cause and share it with YouTube’s global audience.”

Along with support from The Collective and Leo Burnett, Getty Images and Audio Network will provide assets for contestants to use in their films. Teams can upload videos to youtube.com/dubailynx to be in with a chance of winning all expenses paid trips to both the Dubai Lynx International Festival of Creativity and the Cannes Lions International Festival of Creativity.

Speaking on the brief Terry Savage, Chairman, Lions Festivals said, “This competition is a fantastic platform for UN Women to raise awareness of the issue of domestic violence against women and promote a service which listens and offers help to victims. It is also a great opportunity for creatives in the region to express their talent while helping a worthy cause. We believe that creativity can be a catalyst for change and this competition exemplifies this belief.”

With the competition now live participants can find all further information and view the brief in full at youtube.com/dubailynx. The Dubai Lynx International Festival of Creativity takes place from 8-10 March, with the best in creative communications from across the region being honoured on 11 March at the Awards Ceremony.

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 8th 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 and the Festival of Asian Marketing Effectiveness. www.lionsfestivals.com. Lions Festivals is powered by Top Right Group.

About Motivate
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/

Key Dates:
Delegate registration open
2nd Delegate Early Bird Discount: 29 January 2014
Entries: open
Earlybird entry deadline: 29 January 2015
Entry deadline: 5 February 2015
Festival Dates: 8–10 March 2015
Dubai Lynx Awards: 11 March 2015