Creatively no more desert

 
Festivals The first International Advertising Festival took place in Dubai. 
The Middle East is getting closer. In addition to the growing financial markets, the real estate market and the flourishing tourism industry, the marketing and advertising industry is now also discovering the importance of this region. Dubai has become the economic center of the region, and with its different cultures, nationalities and religions, it offers opportunities for everyone and for everything. The potential is great, "very great and far from exhausted," says producer Michael Kindermann, who was the only Swiss delegate at the festival. 
Dubai Lynx, the Advertising Festival in Dubai, was launched by Emap Media Limited, the same company that organizes the Cannes Lions International Advertising Festival. Dubai Lynx focuses on the Middle East and North Africa and showcases their creativity in the field of advertising in a highly professional setting.
Work was presented from the areas of print, outdoor, TV/cinema, media, direct, radio, interactive and integrated. Following a shortlist, the winners and the Agency of the Year (JWT Dubai) were honored at the closing gala dinner for 1550 guests. "A wonderful evening where the dress code was respected and everyone was delighted to receive their award," Kindermann enthuses.
In terms of content, there were top works on display. Works in which one could naturally sense the cultural influences and recognize the open approach to international styles. Here, too, it is of course important to stand out through originality, and humor is cultivated just as much in the Arab world as in Europe or America. "I was able to talk to many creatives, marketing people and filmmakers from the region. We have all learned once again during these days that the world is getting closer and needs are becoming more similar," said the owner of Snap Film.
He and many others had a hearty laugh at the screening of the TV and cinema spots for the eventual Grand Prix winner. "The commercials for a music channel from Egypt are simply perfect and show how well different cultures can be reconciled. I still have to laugh when I watch the commercials ..." Kindermann is convinced: "I'm sure this campaign will also win an award in Cannes."
On the website of the Dubai International Advertising Festival
  The Swiss delegate was particularly impressed by the seminar on the Jumeirah brand and its global marketing strategy as well as Steve Harrison's speech "How to build a creative culture". The Lynx debate with Fady Chamaa (JWT Cairo), Ed Jones (Saatchi & Saatchi Dubai) and Walid Kanaan (Impact BBDO KSA) on the topic of whether the Middle East can follow the general upswing with a creative advertising industry was also impressive. A heated debate in which the audience also took an active part.
"For me as a European and globally minded person, the development in the Middle East and especially in Dubai is simply fantastic and challenges me as an open-minded entrepreneur to be active in this market, also in order to be able to take advantage of the trends, developments and news for our customers in the domestic market," Kindermann is convinced.
Zurich-based Snap Film has been cultivating and intensifying contacts with Dubai and the Middle East for over a year now. The fact that the company speaks perfect French has of course also "opened the heavy and double doors" in some countries. During this time, Snap Film has already learned and experienced a lot. "The services from Switzerland are attracting a lot of interest, and we want to further expand these contacts and our offering in the coming months."
Editing: Andreas Panzeri