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Last week, a jury panel with over 115 media and advertising professionals came together to review over 600 entries for the MENA Effie Awards. 286 campaigns have been shortlisted for the final round of judging across 46 different categories.
The final round of judging is scheduled to take place on the 8th and 9th of November, the grand jury will review the shortlist for the winner's list. The winners will be revealed over a gala ceremony that is set to take place on November 17th at the prestigious Armani Hotel, Burj Khalifa in Dubai, UAE.
This year’s gala ceremony is themed to be a Modern Masquerade celebration, expected to attract over 1000 attendees. Sahar Rafique, Events Director at Mediaquest Plus Corporation, said, “Effie’s has been raising the bar for marketing effectiveness with every year. This year we’ve received an overwhelming response with over 600 entries, and we’re excited to reveal the shortlist. On behalf of the entire team at Effie’s, I want to extend a huge thanks to all the judges who participated in the first round. This shortlist reflects the region’s capability to drive effectiveness and impact at a global level.”
Listed below are the shortlisted entries under each category:
Automotive – Vehicles & Aftermarket
70 years of conquering – Nissan Motor Company
Aston Martin DBX Launch Campaign – Aston Martin MENA
Breaking stereotypes in automotive world – Nissan Motor Company
Data-driven effectiveness – Nissan Motor Company
Finding light in the dark – Cadillac
Jeep's call of adventure – Jeep
ME-POP: A new music genre for the Middle East – Chevrolet
Patrol NISMO – Crafted to conquer – Nissan Motor Company
Sunny is love – Nissan Sunny
The record-breaking Blackwing – Cadillac
The Road to Mecca – Mercedes Benz
Banking, Finance, and Insurance
Banking at your finger-tips – EGBank
Bridging the gap – Banque du Caire
Changing the banking game for Gen Z – Weyay Bank
Don't be like Rahhal! – SABB
How a showstopping sale transformed RAKBANK’s fortunes – RAKBANK
James Jefferson: How a fraudster, created by a bank, reduced fraud – Emirates NBD
Beauty, Cosmetics, Fragrances, Fashion & Fashion Accessories
Elvive "Hyaluron Moisture" launch – L'Oreal Paris
L'Oreal Paris for women empowerment – L’Oreal Paris
Mask & Mousalsal – Garnier
The glow up – Garnier
Beverages Alcohol & Non-Alcohol
Foil overlid – Coca-Cola
For every beat of the day – McDonald's
For mothers AND others! – Juhayna
Mai Dubai My Choice – Mai Dubai
Milaap: Two worlds divided by one sport, brought together by one blend – Project Chaiwala
Brand Integration & Entertainment Partnerships
"Dubai Presents" – Dubai Tourism
Don't overthink. It's free. – Orange
Durex Records: Empowering Saudi youth to harness their self-expression – Durex
Game Like Henedy – PUBG MOBILE – PUBG MOBILE
ME-POP: A new music genre for the Middle East – Chevrolet
The warm winter livestream – UAE Government Media Office
Branded Content & Entertainment
4 Features. 4 Films. 4 Genres. – Samsung
5G heroes – The Comeback – stc
Am Kamal – Netflix
Blast to the Past – HungerStation
Bridging the gap – Banque du Caire
Don't be like Rahhal! – SABB
Don't overthink. It's free. – Orange
Drive2Extremes – Porsche
Every gamer counts – McDonald's
Finding light in the dark – Cadillac
Girls Got Game – Nivea
James Jefferson: How a fraudster, created by a bank, reduced fraud – Emirates NBD
Mask & Mousalsal – Garnier
ME-POP A new music genre for the Middle East – Chevrolet
Tasali connecting generations – Tasali
The "Save Your Pocket" association – Zain
The future shapers – Omantel
The game is yours – Vodafone
The record-breaking Blackwing – Cadillac
The road to mecca – Mercedes Benz
Crisis Response / Critical Pivot
Foil Overlid – Coca-Cola
James Jefferson: How a fraudster, created by a bank, reduced fraud – Emirates NBD
Priority Too – ABAAD
The currency of corruption – Lebanese Transparency Association
The Hopescotch – Ministry of Health
The incomplete campaign – Ministry of Health
The right to power – LOGI Energy
Business-to-Business – Products & Services
Bad for Business – Omantel
From imagination to reality – Omantel
Plug & grow your business – du
Portraits of glory – Castrol
The Rise of Omani innovators – Omantel
Trusted cloud – Microsoft
Data Driven
Breaking stereotypes in automotive world – Nissan Motor Company
Data-driven effectiveness – Nissan Motor Company
Life is a beautiful mess – Jotun
Lipton Ramadan – Lipton
React for real – International Committee of the Red Cross
The launch of Land Cruiser 300 Powered by Zero Party Data- Al- Futtaim Toyota
Time to read – Kinokuniya
David vs Goliath
For every beat of the day – McDonald's
Hidden Gyms – Gymkuma
Milaap: Two worlds divided by one sport, brought together by one blend – Project Chaiwala
The hidden room – Home Box
The Ramadan recipe hijack – Nutella
The record-breaking Blackwing – Cadillac
E-Commerce
Black Friday – Jumia
Chief Island Officer – Yas Island Abu Dhabi
From promotion to temptation – KFC
Hair food for your hungry hair – Garnier
Stayin on Yas – Yas Island
Electronics
4 Features. 4 Films. 4 Genres. – Samsung
Galaxy Z Fold3: Break free – Samsung
Unfold your style – Galaxy Smartphones
Entertainment & Sports
Celebrating the 12th players – McDonald's
Kelna Daketra: We are all doctors – MTV Lebanon
Orange AFCON – Orange Egypt
Ramadan through children's eyes – LEGO
Experiential Marketing
Abu Benti – MAX Fashion
ALO – du
Hidden gyms – Gymkuma
The donation plate – UAE Government Media Office
The Ferrero Rocher virtual boutique – Ferrero Rocher
Experiential Marketing: Live, AR/VR/Digital, Live+ AR/VR/Digital
#Nightography – Galaxy Smartphones
Meet Sarha – stc
Portraits of glory – Castrol
Families & Children
Brick the rules – LEGO
Ramadan through children's eyes – LEGO
The Wonderers – Global Village
Food
#NoSuperMomsHere – Puck
AlSafi full of life campaign – AlSafi
McDonald's Order Ahead – McDonald's UAE
Gaming & E-Sports
Every Gamer Counts – McDonald's
Game Like Henedy – PUBG MOBILE – PUBG MOBILE
Government & Public Service
Breakchains With Blockchain – Children of Female Prisoners' Association
Empty Plates – UAE Government Media Office
Join the making of a new world – Expo 2020
The warm winter livestream – UAE Government Media Office
The donation plate – UAE Government Media Office
Healthcare Services & Healthcare OTC
Boost Your Immunity – Afia LifeOil
Control your digital wellbeing – Ithra by Aramco
Don’t sleep on it – IKEA
Get Real, Get Results. – Regaine
The Deficiency Tracker – Centrum
The Hopescoth – Ministry of Health –
The Right to Power – LOGI Energy
Household Supplies & Services
Life Is a Beautiful Mess – Jotun
The Head Slide Challenge – P&G Tide
Influencer Marketing
4 Features. 4 Films. 4 Genres. – Samsung
5G Heroes – The Comeback – stc
Disconnect to reconnect – Hilton
Do more than dishes – Finish
From On-Pack to On-Face – Flake
Galaxy Z Fold3: Break Free – Samsung
Priority Too – ABAAD
RAK Calling – Ras Al Khaimah Tourism Development Authority
The glow up – Garnier
The warm winter livestream – UAE Government Media Office
Internet & Telecom
Flexi – du
From imagination to reality – Omantel
Offers to treasure – Orange
Plug & grow your business – du
Redeem freedom – stc
The "Save Your Pocket" association – Zain
The future shapers – Omantel
The life we share – Vodafone
The unexpected reroute – stc
Twice Recycled – Zain Kuwait
Marketing Disruptors
"Dubai Presents" – Dubai Tourism
A Story Continued – Saudi Tourism
Bigger than your average – HERFY
Don't be like Rahhal! – SABB
Etihad Guest Conscious Choices – Etihad Guest
Girls Got Game – Nivea
Meet Sarha – stc
Milaap: Two worlds divided by one sport, brought together by one blend – Project Chaiwala
The currency of corruption – Lebanese Transparency Association
The visitor from the future – UAE Government Media Office
Waitographer – Hilton
Media Idea
Badya. Every story has a beginning. – Palm Hills Development – Badya
Don’t sleep on it – IKEA
Empty Plates – UAE Government Media Office
Scan to see what's inside – McDonald's
The missing peace – UN Women
The unexpected reroute – stc
Time to read Kinokuniya
Media Innovation: Existing Channel, Emerging & New Channels
An-Nahar Election Edition – An-Nahar
Breakchains With Blockchain – Children of Female Prisoners' Association
Empty Plates – UAE Government Media Office
Portraits of Glory – Castrol
Snap AR Ramadan Mall – L'oreal, IKEA, Samsung, Namshi
The Donation Plate – UAE Government Media Office
The Ferrero Rocher Virtual Boutique – Ferrero Rocher
The Inverted News – OpenMinds
The Unexpected Reroute – stc
New Products or Service Introduction
As good as the original – Burger King Kuwait
Be ice! – Nescafe
Don't overthink. It's free. – Orange
The visitor from the future – UAE Government Media Office
Omni-Channel Shopper Solution
Boost your immunity with every meal – Afia
The Ferrero Rocher virtual boutique – Ferrero Rocher
The glass house – Glade
The hidden room – Home Box
The Ramadan recipe hijack – Nutella
Time to read – Kinokuniya
Performance Marketing
Breaking stereotypes in automotive world – Nissan Motor Company
Coffee? Simple! – McDonald’s Egypt
Data-driven effectiveness – Nissan Motor Company
From promotion to temptation – KFC
How men increased L’Oréal’s sales during a crisis – L'Oréal Liban
McDonald's order ahead – McDonald's UAE
Stayin on Yas – Yas Island
Personal Care
Girls got game – Nivea
Positive Change: Environmental – Brands
Offline Hour 2022 – Pizza Hut
Twice Recycled – Zain Kuwait
Positive Change: Social Good – Brands
Abu Benti – MAX Fashion
Empty Plates – UAE Government Media Office
MYF – Lonesome traveler – Magdi Yacoub Heart Foundation
Ramadan refreshed – Vodafone Qatar
Redeem freedom – stc
Stay focused – Zain
The hidden room – Home Box
Positive Change: Social Good – Non-Profit
Priority Too – ABAAD
React For Real – International Committee of the Red Cross
Space For Rent – META
The Currency of Corruption – Lebanese Transparency Association
The Missing Peace – UN Women
The Right to Power – LOGI Energy
Retail
Black Friday – Jumia
Blast to the Past – HungerStation
Change is good – IKEA
Fits anywhere – IKEA
Limited time offers, unlimited brand building – KFC
The hidden room – Home Box
The most craveable campaign – KFC
Time to Read – Kinokuniya
Who did it first? – McDonald's
Seasonal Marketing – Products
#NoSuperMomsHere – Puck
Celebrating the 12th Players – McDonald's
Finding light in the dark – Cadillac
For mothers AND others! – Juhayna
New beginnings – First Abu Dhabi Bank (FAB)
Ramadan through children's eyes – LEGO
The road to mecca – Mercedes Benz
Treat Fails – Oreo | Mondelēz International
Small Budgets – Non-Profit
Ending Virginity Tests – M.A.L.I. (Mouvement Alternatif pour les Libertés Individuelles)
The Currency of Corruption – Lebanese Transparency Association
The Missing Peace – UN Women
Small Budgets: Products
Abu Benti – MAX Fashion
Dove Purpose: You Hair Your Choice – Dove
Hidden Gyms – Gymkuma
Milaap: Two worlds divided by one sport, brought together by one blend – Project Chaiwala
Offline Hour 2022 – Pizza Hut
Treat Fails – Oreo | Mondelēz International
Who did it first? – McDonald's
Small Budgets: Services
The Donation Plate – UAE Government Media Office
The Right to Power – LOGI Energy
Snacks & Desserts
I CHOOSE – Galaxy
Join the family of generosity – Galaxy
The Ferrero Rocher virtual boutique – Ferrero Rocher
The Ramadan Recipe Hijack – Nutella
Treat Fails – Oreo | Mondelēz International
Social Media
A winter through my eyes – UAE Government Media Office
Chief Island Officer – Yas Island Abu Dhabi
Do more than dishes – Finish
How #Smarter made Lenovo win – Lenovo
James Jefferson: How a fraudster, created by a bank, reduced fraud – Emirates NBD
Jeep's Call of Adventure – Jeep
Priority Too – ABAAD
RAK Calling – Ras Al Khaimah Tourism Development Authority
React For Real – International Committee of the Red Cross
Rexona CAN – Rexona
The Missing Peace – UN Women
The visitor from the future – UAE Government Media Office
The warm winter livestream – UAE Government Media Office
Treat Fails – Oreo | Mondelēz International
Sustained Success – Products
McDonald's – The journey of trust
Sustained Success – Services
The Fight Continues – ABAAD
The journey to reduce fraud – Emirates NBD
Travel, Tourism and Transportation
"Dubai Presents" – Dubai Tourism
A winter through my eyes – UAE Government Media Office
Chief Island Officer – Yas Island Abu Dhabi
Getaway to Abu Dhabi – Department of Culture and Tourism Abu Dhabi
The masks of SAUDIA – SAUDIA
The wonderers – Global Village
The world's masterpiece – The Royal Commission for AlUla
Youth Marketing – Products
#Nightography – Galaxy Smartphones
4 Features. 4 Films. 4 Genres. – Samsung
Be Ice! – Nescafe
Bridging the gap – Banque du Caire
Built to your beat – Nissan Kicks
Don't overthink. It's free. – Orange
Durex Records: Empowering Saudi youth to harness their self-expression – Durex
Every Gamer Counts – McDonald's
Finding light in the dark – Cadillac
For every beat of the day – McDonald's
Girls Got Game – Nivea
Hijacking the Euros without spending any Euro – Snickers
It's okay – P&G – Always
Limited time offers, unlimited brand building – KFC
ME-POP: A new music genre for the Middle East – Chevrolet
Sadia "Color Life" – Sadia
Tasali connecting generations – Tasali
The "Save Your Pocket" Association – Zain
Youth Marketing – Services
Control your digital well-being – Ithra by Aramco
The game is yours – Vodafone
Reserve your table for this year’s MENA Effie Awards gala ceremony:
