du’s ground-breaking du Tuesday film campaign landed the UAE’s first-ever Gold Lion at Cannes Lions International Festival of Creativity 2014, the world’s biggest annual awards show and festival for professionals in the creative communications industry. This marks the first time that an entry from the Middle East and North Africa (MENA) has won a Gold Lion in the film category, firmly establishing the UAE as a hub of world-class creative talent.
The winning films, ‘Too Complicated’ and ‘Too Depressing’, are part of a series of four films created by Leo Burnett Dubai for du’s du Tuesday campaign. They competed against a staggering 2,838 entries – including from several global powerhouse brands – in the film category, which were judged by 17 international juries from 44 countries.
The honour at Cannes follows du’s hugely successful award-winning streak at the 2014 Dubai Lynx Awards where the campaign won eight awards. The campaign also won big at this year’s MENA Cristal Festival Awards, winning the top three categories – Gold, Silver and Bronze awards.
Osman Sultan, Chief Executive Officer, du, said: “This is a phenomenal achievement, for the UAE, for du, and for our partners Leo Burnett Dubai. To receive such a recognition at an event as prestigious as the Cannes is a clear sign of our nation’s ability to compete and win on a global scale. We are proud to have brought home the UAE and MENA’s first Gold Lion for creative advertising.”
du Tuesday is an initiative launched by du in February 2014, through which all du mobile customers receive a complimentary second ticket when buying a ticket for any film showing at VOX Cinemas in the UAE.
du Tuesday’s four campaign films are entitled ‘Too Scary’, ‘Too Boring’, ‘Too Depressing’ and ‘Too Complicated’, using cutting-edge creativity and a humorous tone to shed light on the importance of indulging in a shared movie experience. du thanks and associates the success of the adverts with Leo Burnett Dubai for their creative direction, and to the team of directors Ali Ali and Maged Nassar.