Clara Armanious, a senior student studying Strategic Communication and Marketing at Murdoch University Dubai, to represent the UAE at the exclusive Cannes Lions Roger Hatchuel Academy 2024
Established in 2003, The Roger Hatchuel Student Academy—an initiative of the Cannes Lions Festival of Creativity—offers graduating advertising and creative communications students a unique opportunity to gain deeper insights into the global creative landscape and kickstart their careers in advertising through a comprehensive six-day program.
Motivate Media Group and Motivate Val Morgan, official UAE representatives for the Cannes Lions Festival, are delighted to announce that Clara Armanious, a senior student studying Strategic Communication and Marketing at Murdoch University Dubai, has been selected to represent the UAE at the prestigious Cannes Lions Roger Hatchuel Academy 2024.
Clara was selected based on her submissions, which underwent review by the Roger Hatchuel Academy Jury Panel – a diverse mix of global creative industry experts.
Commenting on being chosen to be a part of this year’s Roger Hatchuel Academy, Clara said, “Call me a dreamer, but ever since I was a little girl, my world has been filled with a love for creativity and communication—from doodling in my notebooks to capturing moments through my camera lens. I always had a passion for communicating and connecting with people. If you had told me that this is what I would be doing, I would not have believed it.”
“Representing the UAE at the esteemed Roger Hatchuel Academy at the Cannes Lions is an honor and a milestone that will forever hold a special place in my heart. This would have never been possible without the support of my Murdoch University Dubai family. A special thank you to my professor Mr. Joseph John Nalloor, who has guided me through it all and always believed in me. I am immensely grateful for this opportunity and excited to feed my creative algorithm and embark on this journey,” she added.
Acknowledging Clara’s selection for the 2024 Roger Hatchuel Academy program, Joseph John Nalloor, lead of the Media and Communications discipline at Murdoch University Dubai said, “It’s a proud moment for us at Murdoch University Dubai that our communications student Clara Armanious will be representing UAE at the prestigious Roger Hatchuel Academy 2024 at the Cannes Lions Festival 2024. It’s a great honor for our student to be selected and it is a reflection of our strong industry-academic partnership that we have in place for our communication students.”
“It will be a great learning experience for Clara and an inspiration for other UAE students to strive for excellence on a global platform. We want to thank the festival, the RHA, Ian Fairservice, Motivate Media Group, Avinash Udeshi and Sahal Valliyot from the Motivate Val Morgan team for their constant support and for encouraging young talent in the region,” he added.
Ian Fairservice, Managing Partner, Motivate Media Group, said “Congratulations to Clara Armanious from Murdoch University Dubai for her selection to represent the UAE at the 2024 Cannes Lions Roger Hatchuel Academy. I’m sure Clara will display her remarkable talent and shine a spotlight on the vibrant creative landscape of the UAE.”
The Roger Hatchuel Academy representative class of 2024 will comprise 30 students, selected from around the world to participate in a six-day program covering areas such as introduction to the creative industry, professional development, personal brand enhancement, and much more. They will learn first-hand from the world’s greatest brands, creative minds, and industry leaders.
This year’s Academy will run in parallel to the Cannes Lions Festival from 16th – 21st June 2024 in Cannes, France. Motivate Media Group and Motivate Val Morgan extend their best wishes to Clara Armanious, hoping that her experience at the Academy will foster a positive and creative impact on her future endeavors in the industry.
Nayan Ganegoda and Braeden Bihag from Almost Impossible Agency won gold at the UAE Young Lions Digital Competition 2024
The 21st edition of the prestigious UAE Young Lions Digital Competition, hosted by Motivate Media Group and Motivate Val Morgan – the official UAE representatives of the Cannes Lions International Festival of Creativity, took place on Saturday, 24th February 2024.
The online competition for the digital category witnessed 23 teams representing agencies, client-side creative teams, as well as freelancers. The Judging and Awards Ceremony followed on Wednesday, 28th February 2024, with Nayan Ganegoda and Braeden Bihag, representing Almost Impossible, winning Gold.
Nayan and Bihag will receive a full week’s delegate pass and an all-expense-paid trip to represent the UAE at the International Young Lions Digital Competition – part of the Cannes Lions International Festival of Creativity, in June 2024.
Jolanda Van Rooyen and Jean Pierre Deaibes from Publicis Middle East claimed the Silver, while Francesco Negri and Michelle Co from FP7 McCann took home the Bronze.
Additionally, this year introduced a new section for honorable mentions, recognizing the exceptional efforts of Faten AlMukhtar and Sevval Asena Celik from TikTok, and Anzan Nahas Mohammed and Kezia Shamil from Leo Burnett.
This year’s client brief was from Every Can Counts, a non-profit organization dedicated to promoting awareness about recycling aluminum drink cans. Participating teams were tasked with crafting an integrated digital campaign that communicates the significance of aluminum drink can recycling and inspires change in behaviour to boost recycling rates by utilizing creative storytelling and compelling messaging to resonate with the audience and drive action toward sustainability in the UAE.
Speaking at the awards ceremony, Nidhi Sehgal, General Manager- Strategy & Growth, FLC Group – Marketing Agency for Every Can Counts UAE stated, “Amidst the challenges of limited awareness and cultural barriers, the Young Lions teams boldly tackled the mission to transform aluminum drink can recycling in the UAE. With innovation as their compass, they’ve crafted campaigns that not only educate on the importance of recycling but inspire behavioral change, aiming to elevate our recycling rates beyond the current 33%. Each team’s unique perspective contributes to a collective push for a sustainable future, aligning with Every Can Counts’ vision to make every can count in the journey towards environmental conservation and ACT Now.Thank you to Motivate Val Morgan for selecting the initiative to be part of this year’s UAE Young Lions Digital Competition 2024, and the respective teams for their dedication, hard work and unique perspective to make a change.”
The jury panel for this year’s competition comprised of: Ahmed Alotaibi (BPG), Ali Zein (Saatchi & Saatchi), Andre Nassar (IMPACT BBDO), Andrej Arsenijevic (Commonwealth McCann), Aunindo Sen (Publicis Middle East), Fernando Miranda (VML), Frederico Roberto (TBWA\RAAD), Joseph Bihag (Almost Impossible), Kim Jerbo (Create Media Group), Leila Katrib (Incubeta), Muhammad Ali (Leo Burnett), Moemen El Siwi (Memac Ogilvy), Nicolas Garcia (Science & Sunshine), Oliver Robinson (Mullenlowe MENA), Paulo Engler (FP7 McCann),Sandy McIntosh (M&C Saatchi), Saravana Ramakrishnan (FLC Group), Saymon Medeiros (And Us) and Youssef Gadallah (TikTok).
Ian Fairservice, Managing Partner, Motivate Media Group, commented, “In an ever-evolving industry, the UAE Young Lions Festival stands as a beacon of creativity and innovation, showcasing the brightest talents in our region. This year, we witnessed an excellent level of participation, highlighting the festival’s growing importance and the thriving creative landscape in the UAE. The quality of work from all participants was truly exceptional, especially from the winners, Nayan Ganegoda and Braeden Bihag, who I’m sure will be great ambassadors during this year’s Cannes Lions event”
The UAE Young Lions Digital Competition, supported by Getty Images (the exclusive image provider of the competition), aims to unveil the brightest creative minds from across the UAE and is part of the Cannes Lions International Festival of Creativity, the world’s biggest celebration of creativity in communications. The 2024 festival will take place between 17-21 June at the Palais des Festivals et des Congrès in Cannes, France.
Dubai Lynx, the leading platform for creative excellence and effectiveness in the MENA region, has announced its 2024 Jury lineup.
Following the initial introduction of the 11 industry experts as Jury Presidents, the latest announcement unveils 55 juries, collectively forming a global talent pool of 66 professionals from diverse disciplines. These experts, originating from 33 markets worldwide, are tasked with evaluating and judging the best work in the region.
Making their debut representation among agencies and networks are Brilliant & Million, Craft Worldwide, Doe-Anderson, Havas Health Plus, iProspect, and Track + Tribal. Additionally, notable brands and companies participating in the Juries for the first time include AB InBev, Believe, Novartis, Pitch Audio+Magic, and Prime Video India.
This year also marks the inaugural participation of markets such as Bangladesh, the Dominican Republic, Ivory Coast, and Slovakia on the Juries.
Philip Thomas, Chairman, Dubai Lynx, commented: “We are delighted to announce such an exceptional line-up of talent and experts who bring much commitment and expertise to the important task at hand. Our Jurors play a crucial role in setting the creative benchmark for the MENA region and upholding the integrity of the Awards. We wish them luck and look forward to seeing the body of work that will emerge following their discussions.”
The Dubai Lynx 2024 Juries have been named as:
Brand Experience & Activation and Creative Commerce Jury:
Rafael Rizuto, Chief Creative Officer, Dentsu Creative, US and Hispanic LATAM (Jury President)
Christopher Lee, Executive Creative Director, Publicis Groupe, Hong Kong
Joseph Dubruque, Creative Director, McCann Worldgroup, France
Marco Bezerra, Executive Creative Director, VML, UK
Noelia Merejo , Core Brands Manager, AB InBev, Dominican Republic
Tessa Conrad, Head of Innovation, TBWA\Asia, Singapore
Creative Effectiveness and Creative Strategy Jury:
Bertille Toledano, President, BETC Paris, France (Jury President)
Babs Faseesin, Senior Vice President, Strategy, Starcom Worldwide, USA
Golda Roldan, CEO, VML, the Philippines
IIma Afzal, Strategy Director, Jack Morton Worldwide, Singapore
Juan Carlos Chaves, Creative Vice President, DDB, Colombia
Martin Woska, Chief Creative and Strategy Officer, TRIAD, Slovakia
Oriane A. Canfrin, Head of Marketing and Communications, Ecobank, Ivory Coast
Design and Industry Craft Jury:
Rajdeepak Das, Chairman, Leo Burnett, South Asia, and Chief Creative Officer, Publicis Groupe, South Asia (Jury President)
Alexandre Vilela, Vice President Creative Director, BETC HAVAS, Brazil
Becci Salmon, Design Director, FCB London, UK
Luis Aboyte, Creative Director, Landor, Mexico
Michael Wilk, Global Head of Art, Serviceplan Group, Germany
Simone Rossum, Executive Creative Director, SHIFT, South Africa
Tiffanni Spann, Executive Creative Director, Freelance, USA
Digital and Social & Influencer Jury:
Anna Qvennerstedt, Global Chief Creative Officer, Forsman & Bodenfors, Global (Jury President)
Haydn Kerr, Executive Creative Director, Track + Tribal, New Zealand
Lucas Feltes, CEO, WT.AG, Brazil
Phindile Phiri, Senior Director, The Coca-Cola Company, South Africa
Sophie van der Schaft, Founder, &MediaGroup, The Netherlands
Thiago Cruz, Chief Creative Officer, NY, Grey, USA
Titipun Tubthong, Head of Creative, Brilliant & Million, Thailand
Direct and Outdoor Jury:
Nkgabiseng Motau, Co-Founder / Chief Creative Officer, Think Creative Africa, Africa (Jury President)
Juan Carlos Chaves, Creative Vice President, DDB, Colombia
Leyla Touma Dailey, President, Chief Creative Officer, Doe-Anderson, USA
Maria Todorova, CEO / Chief Creative Officer, NEXT-DC, Bulgaria
Michelle Walsh, Creative Director, Leo Burnett, Australia
Muhammad Jawad Saleem, Studio Lead, Deloitte Digital, Germany
Entertainment Jury:
Ana Balarin, Chief Creative Officer, Wieden+Kennedy, UK (Jury President)
Ayesha Huda, Head, Content Marketing, Prime Video, India
Matheus Gugelmim, Head of Projects, Vox Haus, Brazil
Perry Fair, Chief Creative Officer of Entertainment, McCann Worldgroup, USA
Sibu Mabena, CEO, Duma Collective (Pty) Ltd, South Africa
Tomas Almuna, Head of Creative for Netflix, Media.Monks, Mexico
Film Craft Jury:
Pierre Nelwan, Managing Director, Media.Monks, the Netherlands (Jury President)
Brenda Morrison Fell, Head of Production, DAVID, USA
Cristóbal Pérez-Gazitúa S., CEO / Founder, Believe, Chile
Paloma Adrien Iranzo, Chief Production Officer Craft Spain & Print Paris, Craft Worldwide – McCann, Spain
Rebekah ‘Bex’ Kelly, Executive Producer, FINCH, New Zealand
Yoshiki Ishii, CEO / Executive Producer, kirameki inc., Japan
Film, Print & Publishing, Radio & Audio Juries:
Gabriel Schmitt, Global Chief Creative Officer, Grey, Global (Jury President)
Doni Aldine, CEO, Culturs Global Multicultural Lifestyle Media, USA
Kimberly Chin, Founder / Creative / Composer, Pitch Audio+Magic, Malaysia
Lisandro Ramos, CEO & Executive Producer, Mama Hungara, Argentina
Paul Shearer, Chief Creative Officer, Great Guns, UK
Riccardo Fregoso, Chief Creative Officer, Dentsu Creative, Italy
Healthcare Jury:
Rohini Miglani, Vice President, Procter & Gamble International Operational SA SG, Asia/India/MEA(Jury President)
Allison Ceraso, President, Chief Creative Officer, Havas Health Plus, USA
Daniela Varela, Creative Director, TBWA\Health Collective, USA
Joao Camacho, Global Creative Director, Novartis, Global
Rodrigo Raices, Creative Director, VML Argentina, Argentina
Sven Hartmann, Creative Director, Mensch Kreativagentur, Germany
Media Jury:
Enyi Nwosu, Chief Strategy Officer, UM London, UK (Jury President)
Facundo Paglia, Chief Creative Officer, Lopito Ileana & Howie, Puerto Rico
Laurien Lee, CEO, iProspect, China
Sandrine Nzedieu, Digital Director, Havas Media, France
Tusnuva Ahmed Tina, Managing Partner, Mindshare, Bangladesh
PR Jury:
Anthony Chelvanathan, Chief Creative Officer, Edelman, Canada (Jury President)
Rachel Rix, Deputy Managing Director, Ketchum, UK
Radwan Atwi, Creative Director, Hill & Knowlton, Germany
Sebastian Stępak, CEO, MSL, Central and Eastern Europe
Ian Fairservice, Vice-Chairman, Dubai Lynx, said: “We have an incredible line-up of global creative experts, including four new markets: Bangladesh, the Dominican Republic, Ivory Coast and Slovakia. We are delighted to see representation from a broad range of agencies, brands and companies – including many for the first time – allowing a diverse range of voices in the Jury rooms. We’re grateful to all of our 2024 Juries for devoting their time and knowledge, and we can’t wait to see our Jurors in action in Dubai later this year.”
Festival Registration, including Press Accreditation and the Awards Ceremony & Dinner, is now open.
Click here for further information on the Festival and Jury line-up.
The 2024 Jury Presidents line-up features 11 industry experts from nine distinct markets, showcasing the comprehensive scope of the branded communications ecosystem
Dubai Lynx, MENA’s leading platform for creative excellence and effectiveness, has announced 11 industry experts who will lead the 2024 Juries.
The 11 industry experts from nine different markets, representing the breadth of the branded communications ecosystem including creative agencies, independent agencies, and brands, will convene in Dubai alongside their respective juries to establish the benchmark for creative excellence across MENA.
Commenting on the Jury President line-up, Philip Thomas, Chairman, LIONS and Dubai Lynx, said: “We welcome a wonderfully talented group of experts for 2024, to recognise the best ideas shaping the landscape in this unique part of the world. We thank them for their individual perspectives, expertise and experience for the leadership they will bring to the very important task ahead of them.”
Ian Fairservice, Vice Chairman, Dubai Lynx, added: “We’re thrilled to bring a breadth of voices and perspectives to the Jury rooms for Dubai Lynx 2024, featuring some truly remarkable creative leaders. We’re grateful to all of our 2024 Jurors for devoting their time and knowledge, and we can’t wait to see them in action in Dubai next year.”
The 2024 Dubai Lynx Jury Presidents have been announced as follows:
Brand Experience & Activation and Creative Commerce:
Rafael Rizuto, Chief Creative Officer, Dentsu Creative, US and Hispanic LATAM
Creative Effectiveness and Creative Strategy:
Bertille Toledano, President, BETC Paris, France
Design and Industry Craft:
Rajdeepak Das, CEO and Chief Creative Officer of Leo Burnett and Chairman, Creative Council, Publicis Groupe, South Asia
Digital and Social & Influencer:
Anna Qvennerstedt, Global Chief Creative Officer, Forsman & Bodenfors, Global
Direct and Outdoor:
Nkgabiseng Motau, Co-Founder / Chief Creative Officer, Think Creative Africa, Africa
Entertainment:
Ana Balarin, Chief Creative Officer, Wieden+Kennedy, UK
Film Craft:
Pierre Nelwan, Managing Director, Media.Monks, the Netherlands
Film, Print & Publishing, Radio & Audio, Integrated, Glass: The Award for Change and Grand Prix for Good:
Gabriel Schmitt, Global Chief Creative Officer, Grey, Global
Healthcare:
Rohini Miglani, Vice President, Procter & Gamble International Operational SA SG, Asia/India/MEA
Media:
Enyi Nwosu, Chief Strategy Officer, UM London, UK
PR:
Anthony Chelvanathan, Chief Creative Officer, Canada
The Festival will take place on Tuesday 5 March 2024 followed by the Awards Ceremony & Dinner taking place on Wednesday 6 March 2024.
Entries into Dubai Lynx are being accepted until 25 January 2024. Click here for further information on the awards.
Motivate Val Morgan is the official representative of Dubai Lynx Festival in the UAE
‘Tis the season once more! The arrival of the Christmas ad season is consistently met with great anticipation, and this year proved no exception. Retailers worldwide unveiled their festive commercials, aiming to captivate the hearts and minds of consumers.
From Apple’s heartwarming ad showcasing ‘The Beatles’ to M&S’s star-studded commercial featuring Ryan Reynolds and Rob McElhenney, and Chevrolet’s touching spot in support of the Alzheimer’s Association, these are among the standout Christmas ads of 2023.
Explore the comprehensive list of 2023 ads that evoke the holiday spirit and resonate with our emotions.
Apple – Fuzzy Feelings
Apple’s ‘Fuzzy Feeling’ unveils a festive tale—a discontented employee, her less-than-jolly boss, and a compelling message intricately woven with The Beatles’ classic tune. Creative magic unfolds as always!
Chevrolet – A Holiday to Remember
Chevrolet collaborates with the Alzheimer’s Association in their latest ad, shedding light on the experiences of those living with Alzheimer’s and their families, particularly during the holiday season.
Coca-Cola – Anyone Can Be Santa
In this festive season, Coca-Cola gently nudges us to embrace our inner Santa. Check out the enchanting 2023 Christmas ad, where the spirit of kindness overflows in a cascade of heartwarming moments.
John Lewis – Snapper: The Perfect Tree
John Lewis’s nontraditional Christmas ad communicates a clear message for the festive season: forge new traditions. Explore the ad featuring Alfie, who buys a seed to grow his unique Christmas tree at a market.
Capital One – Quicksilver Holiday Night Fever
Capital One cleverly uses nostalgia and familiarity, anchoring our attention with John Travolta and the iconic JoBee Gees soundtrack, ‘Stayin’ Alive,’ preventing us from skipping past.
Tesco – Helping you #BecomeMoreChristmas
The father-son dynamic adds a relatable touch, blending humor with familial bonds.
ALDI – Share the Love
Aldi’s “Share the Love” showcases a star-studded ensemble from the vegetable kingdom, including Kevin the Carrot, Gluttonous Grape, Naughty Green Kiwi, Plumty-Dumptys, Spoilt Little Sprout, Ebanana Scrooge, and Marcus Raddishford.
M&S – Say HELLO to Right & Left Mitten
Ryan Reynolds and Rob McElhenney don charming mittens for an M&S Christmas journey that is a must-watch, filled with heartwarming moments.
Amazon – Joy Ride
Amazon’s heartwarming Christmas ad, ‘Joy Ride’ celebrates enduring friendships and shared experiences as three elderly friends rekindle their youthful spirit, all in the backdrop of The Beatles’ ‘In My Life.’
Dior – The Garden of Dreams
Dior’s enchanting Christmas ad, ‘The Garden of Dreams, featuring Anya Taylor Joy unfolds a captivating narrative within a dreamlike setting, seamlessly blending luxury fashion with festive magic, creating an immersive and stylish holiday experience.
Lidl – A Magical Christmas
Lidl’s heartwarming 2023 Christmas ad, ‘A Magical Christmas,’ follows a raccoon on a whimsical journey to bring joy to a boy, emphasizing the power of small gestures and encouraging customers to donate toys for local children in need.
Sainsbury’s – “This Christmas, one little girl asks one BIG question.”
A curious girl steps up to the in-store tannoy at Sainsbury’s to ask: “What does Santa eat for his Christmas dinner?” Her question sparks a flurry of responses from Sainsbury’s workers, each offering their suggestions of festive dishes, showstoppers and treats.
ARGOS – Dancer
Connie’s lively table-dancing and Trev’s sweet character set a festive mood in Argos’s short, enjoyable ad, showcasing their products in a relatable and fun way.
Boots: Give Joy
Boots excels in capturing the essence of Christmas by highlighting the joy of giving. In their quirky ad, a girl poses an unusual question to her mom, akin to Sainsbury’s approach: “Who gives presents to Santa?”
Sources: DMI, USA Today, Creative Boom
META Cinema Forum brings together cinema stakeholders from the Middle East, Africa, Asia, and CIS countries, committing to elevate the cinematic experience in emerging markets.
The sixth edition of the highly successful META Cinema Forum took place between November 7-8, 2023, at the Grand Hyatt in Dubai under the theme ‘Growing the Region’s Cinema Share,’ exemplifying a dedicated commitment to fostering growth and innovation within the industry.
The event, attended by over 500 delegates, visitors, buyers, sellers, and other industry stakeholders, featured engaging discussions, presentations, and workshops addressing the industry’s challenges, solutions, and current market dynamics. Key topics covered included Regional Content Production and International Collaboration, Cinemas of the Future, as well as a comprehensive exploration of emerging cinema trends and technologies, incorporating vital cinema statistics and case studies delving into Rewarding Patrons and Effective Pricing Strategies.
A myriad of stands, presenting the latest products, services, and technologies from a carefully curated selection of industry suppliers, technology providers, and stakeholders, were also showcased at the event.
The forum also attracted the biggest cinema operators in the region as partners in success, with VOX Cinemas, the forum’s strategic partner, alongside AMC KSA, Cinepolis, Muvi, and other cinema operators presenting their future expansion plans.
A notable feature of this year’s edition was the spotlight on Women in Film and TV (WIFT). The event showcased a round table discussion titled ‘Beyond the Glitz,’ featuring prominent female panelists such as Nancy Paton, Founder of Desert Rose Films and President of WIFTGCC, Charlotte Louise Sutcliffe, Entertainment Lawyer and Associate at CWB, and Head of Events at WIFTGCC, Ozge Conduroglu, Acquisition & Distribution Lead at The Plot Pictures MENA, and Ashleigh Potts, Marketing Director at Studio Distribution, Majid Al Futtaim LLC.
Additionally, the forum celebrated rising female Emirati filmmakers Zainab Shaheen, Maitha Al Awadi, Eman Al Sayed, and Sarraa Al Shehhi. The spotlight also shone on Nayla Al Khaja, the first Emirati film director, who received recognition at the WIFT MENA AWARDS during the event.
Leila Masinaei, Managing Partner, Great Mind Events Management, remarked, “The success of the 6th META Cinema Forum reflects our unwavering commitment to advancing the cinematic landscape in emerging markets. This year’s event has reinforced our belief in the power of collaboration, innovation, and shared experiences within the industry. We are excited about the future possibilities and the role META Cinema Forum will continue to play in shaping the cinema sector in the Middle East, Africa, Asia, and the CIS region.”
The two-day cinema conference also featured special screenings, including the latest Marvel movie ‘The Marvels’.
The highlight of the event was The META Cinema Awards and Gala Reception—a night of celebration recognizing outstanding achievements in the cinema industry. Nathan Gilligan, Senior Operations Manager at Comscore, and Nena Loncar, Client Insights Manager at Comscore, presented the awards. Recipients of this year’s META Cinema Awards include:”
Motivate Val Morgan was one of the media partners for the META Cinema Forum and a supporting partner for Meta Cinema Forum 2023.
In the realm of marketing terminology, one encounters familiar buzzwords such as Gen-Z, resonating strongly within industry discussions and strategies. Yet, amid this prevalent vocabulary, a lesser-known term emerges: Elusives. Uncommonly uttered in marketing circles, the concept of Elusives remains enigmatic, lacking the widespread recognition attributed to its Gen-Z counterpart.
While Gen-Z garners attention for its purchasing prowess, age dynamics, and pervasive influence, a pertinent question emerges: Are Elusives synonymous with Gen-Z? Delving into this intriguing query unveils an exploration of a demographic perhaps just as vital but hidden in mystery within the marketing landscape.
So, who are Elusives? According to the Video Advertising Bureau, Elusives are lucrative, young, diverse, and cordless audiences who are more prevalent but elusive when it comes to advertising. They tend to avoid advertisements at all costs, opting to skip ads or passively engage with unskippable advertising content. They pose a challenge for marketers to reach compared to other audiences. However, there is a platform that consistently captures these Elusives – The Cinema.
The VAB report highlights that 65% of all moviegoers belong to the adults 18-34 multicultural audience who perceive cinema as a crucial part of their social lives. They prefer watching a diverse range of genres at the cinema within its initial release week.
Furthermore, the report indicates that Elusives, from the moment they step into the cinema, become receptive to in-theater advertising. Remarkably, 89% of adults 18-34 take their seats before the start of trailers, viewing cinema as a pivotal social event. They often combine other activities, such as dining out or shopping, following the movie.
This scenario cements cinema as the ‘go to’ social activity for youngsters and offers marketers immediate opportunities to engage with these socially active and lucrative consumers through cinema advertising. It becomes an advantageous channel for immediate audience reach, such as launching new products, consumer promotions, or seasonal campaigns. Marketers stand to benefit from cinema’s proven ability to rapidly amplify the scale and reach of a campaign, all within a highly attentive environment.
Source: VAB
Deadpool 3 stands as the sole movie within the Marvel Cinematic Universe set for release in 2024
Disney has confirmed a long-rumored reshuffle of its Marvel lineup, resulting in the postponement of several franchise titles originally slated for a 2024 release, now rescheduled to 2025. This announcement follows the resolution of the SAG-AFTRA strike and occurs within the evolving landscape of the MCU.
The decision to reshuffle release dates has sparked industry discussions, with Anthony D’Alessandro from Deadline commending the move and attributing the lackluster performance of the titles to Disney’s extensive presence of the Marvel Cinematic Universe on Disney+, rather than reserving content specifically for cinemas. This perspective aligns with recent box office performances, as seen with the studio’s latest release, ‘The Marvels,’ which received a more subdued reception, earning only a modest $110 million in its opening weekend at the global box office.
Despite facing formidable challenges, Marvel Studios continues to reign as a global cinematic juggernaut, with a lineup of thrilling adventures poised to enthrall audiences across the globe.
Here are the updated release dates for the highly anticipated upcoming blockbuster MCU movies:
Initially set for a May 3, 2024 debut, ‘Deadpool 3,’ starring Ryan Reynolds as the main character and Hugh Jackman as Wolverine, is now scheduled to hit theaters on July 26, 2024. This marks a significant moment as Deadpool becomes part of the Marvel Cinematic Universe (MCU) after existing in a separate continuity due to studio divisions.
The rescheduling of ‘Deadpool 3’ triggered a series of changes. Originally slated for a July 26, 2024 release, ‘Captain America: Brave New World’ has been moved to February 14, 2025. This latest installment in the Captain America series, featuring Anthony Mackie as the lead hero, reportedly finished filming before the industry strike. Online speculation hints at possible reshoots in the coming months, a common practice for Marvel films.
While ‘Fantastic Four’ maintains its original release date of May 2, 2025, ‘Thunderbolts,’ a movie uniting supervillains including Florence Pugh and David Harbour, was initially set to premiere on December 20, 2024. Instead, its release has been shifted to July 25, 2025. As for ‘Blade,’ an R-rated MCU entry starring Mahershala Ali, initially planned for February 14, 2025, it has been rescheduled to November 7, 2025.
Sources: Variety, Marvel, Deadline
The Luxury & Lifestyle Lions launch recognises the significant transformation and disruption to the creative marketing of brands in the luxury space
The Cannes Lions International Festival of Creativity has introduced the Luxury & Lifestyle Lions, setting a global standard for luxury brands, with the goal of acknowledging and celebrating the most influential creative work, experiences, and business solutions within the luxury and lifestyle sector.
Simon Cook, CEO, LIONS, said: “When we introduce a Lion that reflects the needs of an industry sector, the Award is crafted in collaboration with the relevant industry. Our global committee of experts have advised us that this highly disrupted sector needs its own benchmark, so that we can move from driving awareness to recognising solutions that are changing business models and setting a new creative standard for a market in flux. The Luxury & Lifestyle Lions will recognise branded communications and solutions that drive business performance and brand loyalty. A multi-disciplined Jury will set a new benchmark for the luxury sector, with the Lion recognising creative work that elevates the discipline and the sector.”
Marian Brannelly, Global Director of Awards, LIONS, added: “The luxury market has faced significant disruption in recent years and post-pandemic. A shift in consumer behaviour and an accelerated shift towards e-commerce and emerging technologies are just a few of the areas the market has had to navigate and innovate in at speed. Add to this the changing values of new demographics, the evolving definition of luxury in non-Western markets and the need for a heightened focus on sustainability and conscious consumption, and you begin to see the pivotal role that world-class creativity can play in this transformation.”
This change is supported by WARC’s ‘Guide to Luxury Marketing in an Era of Change’ and Euromonitor research, which indicates that sales in the luxury category have rebounded after COVID-19 and are expected to surpass pre-pandemic levels in 2023. Additionally, research by IPSOS demonstrates that the global luxury market is evolving, presenting new opportunities and challenges. It is predicted that demographic shifts in emerging economies will create more than one billion first-time consumers, primarily concentrated in China, India, and Southeast Asia – as their purchasing power is bolstered by rapid digital adoption among a youthful, urban, and tech-savvy population.
Commenting on the Award, Charles Georges-Picot, Global CEO at Marcel and Publicis Luxe, Global Client Lead, said: “At a time where the luxury sector must constantly reinvent, transform and honour brand heritage with a keen eye on the future, the introduction of a Luxury & Lifestyle Lions will help set a new creative benchmark for this highly disrupted and exciting sector. We know that creativity has the power to push boundaries and progress sectors and disciplines. We’re excited about a new industry standard that will redefine how we look at branded communications, business models and creative transformation in this dynamic space.”
At this year’s Cannes Lions, ‘Kaguya by GUCCI’ by Dentsu Inc., Tokyo, was awarded a Bronze Lion in Film Craft. The work featured music that celebrates a mix of historical Japanese artforms with the latest technology in creativity. The creative director behind the piece, Toshihiko Tanabe, said about the launch of the Luxury & Lifestyle Lions: “Luxury campaigns aren’t just about glittering celebrities dancing in the sunset. For years, luxury marketing has served as a rare platform to exhibit visual art and pop culture in the most contemporary way.”
In other changes to the Lions, Brannelly commented: “It’s important that the Awards reflect the current landscape and pave the way forward, so as well as evolving the Lions, it’s equally important for us to retire Lions when necessary. In 2024, following consultation with our Juries, we will close the Mobile Lions. Mobile devices are embedded in work across every channel and discipline, and over the past number of years, mobile-led creativity has been expanding into almost every Lion.”
Full information on the Luxury & Lifestyle Lions, including the definition, criteria and categories, will follow, along with the Entry Kit, in November. Details of the Jury President and Jury will be announced early next year, with submissions into Cannes Lions 2024 being accepted from 18 January 2024.
Click here for further information on the Cannes Lions Awards along with the 2023 winners.
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UAE Secures 21 Lions at the 2023 Cannes Lions International Festival of Creativity
Panadol unveiled an innovative cinema activation in collaboration with Publicis Media, Motivate Val Morgan and VOX Cinemas.
The campaign titled ‘The Art of Release’ – on display from 6 to 19 October – enables cinemagoers to envision their personal pain relief moments and experience it on expansive screens through an AI-powered Panadol visual booth in the foyer area of VOX Cinemas, Mall of the Emirates.
Cinemagoers also receive complimentary goodies and memorabilia post their ‘Pain Relief Moment’ experience.
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The cinema activation has also garnered significant media coverage, with mentions across well-known platforms such as Virgin Radio Dubai with Kris Fade, Zee TV, What’s On Dubai, and more.
Cinema activations help move your brand closer to its target audience. Think cinema for ‘attention-grabbing’ adverting!
