Spotlight on Middle East
Benchmark yourself against the best
Every year, roughly 10% of all entries are shortlisted and 3% are awarded. In 2025, the Middle East just about kept pace with this global average with 2.7% of entries from the region taking home a Lion. Winners set themselves with a focus on local nuance, entertainment and creative use of technology.
A good idea does not necessarily need to cost a lot of money. It costs courage and bravery and we need to have brave clients. But we need to also show our clients how to be brave and show them what brave ideas can lead to.
Lara Assouad
2025 Industry Craft Jury Member
Executive Creative Director, Landor
Inspiration from 2025 winners
The 4th Judge
BIGTIME CREATIVE SHOP, RIYADH / THE RING / 2025
The Social Feed
VML, DUBAI / HUNGERSTATION / 2025
The New President
IMPACT BBDO, DUBAI / ANNAHAR NEWSPAPER / 2025
The Second Release
SRMG LABS, RIYADH / BILLBOARD ARABIA / 2025
Safe at 3AM
VML, DUBAI / DUBAI TOURISM / 2025
Notes on Notes
ADPRO&, AMMAN / CAPITAL BANK / 2025
Advice from the 2025 Jury
Authenticity breaks all barriers. We need to be better at being ambassadors of our culture. If the work is authentic, if it's well crafted, if it's single-minded enough, the truth and the authenticity of it will come through. At the same time, we should not take for granted that people know about us and what we represent and how we are different.
Lara Assouad
2025 Industry Craft Jury Member
Executive Creative Director, Landor
Keep your idea simple. Keep your idea simple. Do a quick film, deliver the idea in 2 – 3 sentences, tell the story and a include good punchline that will stick with the Jury to help them remember your case.
Hatem Mohamed
2025 Print & Publishing Jury Member
Creative Director, Adpro& Amman