Complex Made Simple

CDA and Spark win big at World’s Biggest Annual Creative Awards

Dubai-based creative agency Spark* part of the Publicity Network is celebrating a major win for the creative campaign it is currently undertaking for Dubai’s Community Development Authority (CDA).

On 20th June 2014 the agency scooped first place in the Advertising Community Together (ACT) Responsible Expo 2014, which forms part of the prestigious Cannes Lions International Festival of Creativity – the world’s biggest annual awards show for professionals in the creative communications industry.

“The protection of children is an extremely important initiative of the CDA in Dubai, and the support we have received from Spark* in launching the Child Protection Centre has been fundamental in raising the awareness of child protection throughout Dubai said H.E. Khaled Al Kamda, Director General of the Community Development Authority. The CDA exists to support the social development of everyone in Dubai, and the new Child Protection Centre campaign supports the CDA’s overall aim to make Dubai the most secure environment for children to live in.”

In March 2014 (ACT) Responsible invited Spark to share the CDA campaign, which was then shortlisted for the Tributes Awards at the Palais des Festivals in Cannes. Visitors to the exhibition, as well as the general public viewing the entries on-line, were asked to vote for their favourite campaigns under the four themes of ‘Human Rights,’ ‘Solidarity,’ ‘Education’ and ‘Planet.’ Spark’s campaign topped the poll for entries under Human Rights category, securing the majority of 10,000 votes.

“To say that we were thrilled to have received the highest number of votes from the public for our important campaign for the CDA’s Child Protection Campaign is an understatement,” said Ahmad Itani, Chief Operating Officer, Publicity Network. “To be voted at first place in any creative category is a fantastic achievement, but to do so for an initiative that highlights the important work of such a force for social good in Dubai is especially rewarding,” he added.

Out of the 1,012 campaigns that have been logged in the ACT Responsible database since June 2013, 500 were shortlisted to be part of the Cannes exhibition. A total of 121 initiatives were finally showcased; 18 in the Planet category, 36 in Education, 40 in Solidarity and 27 in Human Rights, among which was Spark*’s ‘Paper Child’ campaign that includes a Cinema Commercial, Press Ads, Radio, Outdoor & Activations. The ACT Responsible Expo 2014 gathered 91 participating agencies from 34 countries, including France, Brazil, UK, UAE, Philippines and South Africa.

“This is what Spark stands for in the Publicity Network – absolute creativity and unrivalled quality,” commented Itani.

“I am extremely proud of our achievement and I praise the team for their superb efforts that led to secure the highest number of votes for our campaign. Spark is honoured to be supporting the Community Development Authority’s Child Protection Centre in Dubai and to have contributed to their ongoing efforts to raise awareness of their incredible efforts for social good in Dubai.” he added.

Spark’s win topped a week of honour at the Cannes festival for initiatives designed to highlight humanitarian, environmental and social concerns. June 21 saw Marie Pourreyron, Adjointe au Maire de Cannes, bestowing ‘ACT Responsible Tributes’ to communication agencies from across the world in acknowledgement and celebration of their efforts for worthy issues. The ceremony took place on the terrace of the ACT Responsible exhibition at the Palais des Festivals in the presence of Hervé de Clerck, Dreamleader of the Association, as well as representatives of member agencies and partners.