FP7 Abu Dhabi Young Lions roar into Cannes history

The Young Cannes Lions competition is a yearly event in which advertising agencies in the UAE showcase creative talent and skill by receiving a brief on the spot and creating a campaign on the same day.

This year's competition took place at the Motivate Publishing offices in Dubai on the 9th of May, and saw over 20 teams from agencies of all sizes competing in the UAE for a chance to win the coveted title.

The Bronze and Silver categories are awarded a certificate and access to next year's Dubai Lynx show. The Gold winners get to represent the UAE at the 56th Cannes Lions International Advertising Festival from 21-27 June.

Inspired by the healing power of fulfilling wishes, and the strength, joy and positivity it fosters, the team set out to capture the inner truth and spirit of the Make-a-Wish organization.

"We focused on a human-centered approach to highlight the reality and emotionality of the foundation's efforts. The winning approach focused on strength, joy and healing by way of fulfilling a sick child's wish to box with Mike Tyson."

The approach was overwhelmingly popular with the judges, the organizers and the Foundation, and was subsequently hailed as the Gold Winner for this year's competition, winning by a more than sizable margin of 20 points ahead of the closest runner-up.

This year's Young Lions Gold comes on top of Fortune Promoseven's winning two Golds and two Silvers at Cannes 2008- a first time that a Middle East agency bagged more than one honour at the Cannes Advertising Festival.

Fortune Promoseven is part of MCN - the Middle East Communication Networks, and is a member of McCann Worldgroup and the Interpublic Group of companies (IPG).