Complex Made Simple

du wins in the Cannes Lions Film Craft category

du is the first company from the Middle East and North Africa region to win in the Cannes Lions Film Craft category for two consecutive years.

du has made history once again! The leading telecommunications operator’s multi-award-winning advertising campaign du Tuesday garnered a Bronze Lion in the Film Craft category at the Cannes Lions International Festival of Creativity 2015 – the world’s biggest annual awards show and festival for professionals in the creative communications industry.

The win brings a number of firsts to the Middle East and North Africa (MENA) region; after all, du is the only telecommunications operator – both regionally and globally – to win in the Cannes Lions Film Craft category. In addition, du is the first company from the region to take home a prize in that category two years in a row for its du Tuesday campaign.

Last year, du earned the UAE’s first-ever Gold Lion at the Cannes Lions International Festival of Creativity 2014. It marked the first time that an entry from the region had ever won a Gold Lion in the film category.

This year’s ground-breaking winning film ‘Too Informative’ is part of a series of four films – including ‘Too Silly’, ‘Too Distressing’, and ‘Too Insulting – created by Leo Burnett Dubai for the du Tuesday campaign. Leo Burnett managed to beat stiff competition from 2,205 other entries – comprising a slew of world-renowned brands – in the Film Craft category. Judging of the 2015 awards took place in Cannes, France, where 366 global jurors met to debate, discuss and vote on the entries before whittling down the winners.

“We are so proud that du was awarded a Bronze Lion in the Film Craft category for its cutting-edge, multi-phased du Tuesday campaign,” said Hala Badri, Executive Vice President, Brand and Communications, du. “Such recognition is a testament to our region’s ability to produce powerful, highly-engaging content that taps into both local and global sensibilities. We would like to thank and congratulate Leo Burnett Dubai, our creative agency, for continuously creating truly innovative work. Looking ahead, we hope to continue to leave an indelible mark on the global advertising industry.”

du’s Bronze Lion award caps off a winning streak for the company in 2015.

In March 2015, the du Tuesday campaign was recognised at Adfest 2015 in Asia, where it won a silver and a bronze award. A month later, in April 2015, du Tuesday campaign triumphed at the Art Directors’ Club of New York (ADC), where it won the coveted Black Cube (Best in Show) as well as two gold and two silver awards; and just a couple of months after the du Tuesday campaign won eight awards – three gold, four silver and one bronze – at the 2015 Dubai Lynx.

In May 2015, du Tuesday was also granted the iconic Yellow Pencil (Gold) at the D&AD Awards, which is considered one of the advertising industry’s most prestigious awards shows in the world. du was recognised for its prolific Tuesday campaign with a Yellow Pencil (gold), a Graphite Pencil (silver) and five other Wooden Pencils (bronze). Remarkably, a few hours after its amazing win at D&AD, the du Tuesday campaign also received top honours at New York Festivals World’s Best Advertising awards where it won four Gold Awards, two in the Film and two in the Film Craft categories.

Through the du Tuesday campaign, all eligible du prepaid and post-paid mobile customers can enjoy a complimentary second ticket for all films showing at VOX Cinemas in the UAE, across all cinema categories including Gold & 4DX. All they have to do is buy one, to get one free! Customers can get their free tickets either by buying tickets through VOX Cinemas’ website, www.voxcinemas.com/du using a du SMS coupon code, or by showing an SMS coupon code at the cinema box office on a Tuesday.

Moreover, the du Tuesday initiative includes exciting competitions that allow customers to have fun and enjoy unique experiences such as walking on the red carpet at the latest international cinema movie premiers, just like celebrities do. To find out how they can win tickets to these exclusive events, customers can visit the du social media pages, including Facebook (www.facebook.com/du) and Twitter (@dutweets).