Kuwait – Part 3




Client: Pink Moon

Agency: Impact & Echo BBDO

Country: Kuwait

The above campaign was entered in the 2009 Dubai Lynx Outdoor category even though no one has seen it but there is a good reason for that since it is no where to be found even by media monitoring log in Statex. it  is a ghost.

I hope that the Dubai Lynx will once and for all take out the in-store poster from the outdoor category which has been used so many times as a loophole to participate with ghost ads in outdoor. it would also be a good idea to ask every agency participating next year to attache a media monitoring report with each entry; that would dramatically help in sorting out real work from scam work.

it is not the first time Impact & Echo BBDO Kuwait has entered and won with ghost ads or copy-cat ads, check these links if you have time:

oooh no

Elephants never forget

Let the good times roll

April falafel

thinking inside the box

Stuck inside

source of inspiration

Smoking people


crash & burn

Bear it


Glasses and binoculars

Black widow

The list is long but i guess these are enough to make my point clear. for now at least.


22 thoughts on “Kuwait – Part 3

  1. dleedon

    Hi, i believe that i noticed you visited my web site so i got here to return the desire?.I am attempting to to find things to enhance my website!I suppose its ok to make use of some of your ideas!!

  2. DubaiAdCritic

    Any ‘gong’?!?
    I think you need to re-read my comment Louai, our definition of scam ads seem to be very different. I clearly mentioned “when our clients let us get away with them”. By ‘scam ads’ I mean ads that veer a little from the mainstream equity of the brand. They are approved by the client, deliver the same message (though usually not in as much of a ‘hard sell’ manner as most clients would like) and have been published in the relevant market. They are ‘scam ads’ in a sense that the client is still not ready (or claims the target audience isn’t ready) to take the leap required in their thinking (and therefore wouldn’t depend on them as their mainstream campaign), yet sees no harm in them to the brand.
    No creative awards rules or regulations prohibits this.

  3. anubis

    DubaiAdCritic it Is right…this is NOT about scam ads…this is about scam ads, copy cat ads, spoof/ghost ads, unpublished ads, reputation damaging ads, etc. etc. etc. it is people like that which give the industry a bad name and make it worse by implying that everyone is into scam ads? well if that was true then why do creative awards have rules and regulations prohibiting this? why did the Dubai Lynx withdraw so many entries (wining and shortlisted).

    NB. We never did scam ads and we never will; as we love our profession and respect the industry more than any gong.

  4. DubaiAdCritic


    Don’t make this about ’scam ads’. We all do ’scam ads’ when our clients let us get away with them. The serious matter is when ads are done WITHOUT the client’s approval. Approval from the client is the ONLY criteria governing the authenticity of an ad. If the client has approved the ad and has published it in the target market then it should be eligible for the awards.

    EVERYTHING ELSE is subjective should be left for the judges to decide.

  5. kre8tive

    Fair enough.
    But the fact that agencies would stop submitting scam ads is quite impossible.
    How is a million dollar question, these scammers won’t stop!

  6. kre8tive

    I would like to raise my hands and give my opinion on that, Louai:

    1. Should it have been submitted to the Dubai Lynx?
    A. It’s in the decision of the agency since they’re paying and only Lynx would decide if it’s eligible as an entry.

    2. Should it win the upcoming KAAA?
    A. It also depends on the KAAA award critics, if they’re doing their homework then it won’t have any chance of winning (as a scam).

    3. Should this practice stop?
    A. Definitely undoubtedly.

    4. Should a busted agency apologize for such a practice?
    A. Not a necessity, having an agency’s entry being pulled out from the competition due to
    “cheating” is more than enough humiliation, no need for an apology.

    Well, that’s my opinion.

    Everyone’s welcome to add:)

  7. Sorab

    Well, as I said: did they have client approval for the campaign and was it published (for example as in shop poster)? If not, you have a point.

    Still, your initial arguments (shop does not excist, wrong logo, ads weren’t shown on ads2blog etc.) were either wrong or not a proof yet. And writing a statement like “it is not the first time Impact & Echo BBDO Kuwait has entered and won with ghost ads or copy-cat ads, check these links if you have time:” before you know for a fact those ads are scam reveals your true intention that is to discredit your competitors. Because were I come from you are innocent until the opposite is PROVEN and not a guess of a competitor.

  8. anubis

    Thank you Mark for the update; please do keep contributing facts.

    Now what do the readers think about the following questions:

    1. Should it have been submitted to the Dubai Lynx?

    2. Should it win the upcoming KAAA?

    3. Should this practice stop?

    4. Should a busted agency apologize for such a practice?

    I would really like to hear your thoughts on that.

  9. Mark

    Well regarding if these ads are ghost or real. I just spoke to the owner of Pink Moon and according to her these ads were never commissioned by her neither were they ever used.

  10. anubis

    Mark…keep updeating me with facts and i will post them accordingly. and feel free to comment on any post you like to shre facts that could rais the level of this industry (in Kuwait at least).

  11. Mark

    Dude, its the same Pink Moon as mypinkmoon.com and pinkmoonboutique.com and the store next to slider station. I dont know why they dont have their logo on their website it is weird but this is their logo and its on the store front outside seef palace. I don’t why the hell you would think I am lying about something as transparent as this, just pass by their store in front of seef palace or take two seconds to google them.

    i dont have any bike buddies at impact and i am not defending impact or their artwork. I didn’t even mention the work so i don’t even know why you are changing the subject. I was just pointing out the fact that just because you haven’t heard of something doesn’t mean it doesn’t exist it just means you haven’t hard of it.

    You jump to conclusions too quickly and this hurts your credibility which u seem to gain one second and completely destroy the next. if you accused pink moon of being a fake brand because you haven’t heard of it then u might be accusing ads of being ghost just because you haven’t seen them which brings me to the last point of your message.

    You accused the taiba ads (you call them kids r us) of being ghosts because you hadn’t seen them so I went and got you a whole bunch of media release dates plus the magazines they were released in even though I didn’t have to and I proved to you in front of everyone that the ads were not ghosts. Not only haven’t you posted a retraction you continue to call them ghost ads I mean whats wrong with u?

    What do you think that does to your credibility? What do you think that says about you and this whole project of yours?

    Keep doing what you’re doing, its healthy for the industry just stop being so careless with your accusations and do some proper solid research with facts. You’re being too irresponsible…

  12. Sorab

    Louan, you are rising a lot of questions here but there is just one question to be asked: did they have client approval for the campaign and was it published (for example as in shop poster)? If not, you have a point. But if they have you own them a big apology because those are the rules and no one cares about your logo issue (it’s none of your business why the client approved using this logo) nore your ads2blog argument or you.

  13. anubis

    Sorry Mark… but I am not into female fashion; but thanks for updating me 😉

    Mark… So you are saying that the “Pink Moon” brand in the featured ads is the same as “My Pink Moon” brand you referenced in the link with your comment http://www.mypinkmoon.com/

    Mark… for the sake of arrgument – lets say that you are right; why the two logos are different!!!?

    Mark… did you see this work on outdoor? How about on ads2blog or any other blog? anywhere in Kuwait?

    Mark you know from your bike riding buddies at Impact that they are not handling this account so why Mark are you defending spoof/ghost ads and unethical practices? why? Because that is the only way you ever won anything. prehaps this will jog your memeory:



  14. jhon Doh


    now you guys have burnt down all FP7 Doha work
    and dragged down to where it would make you happy
    and satisfied. why don’t we all start picking up on the rest of the agencies and bring down the temple on
    every bodies head. so we all be even happier and can sleep the long nights because we are the people of principle and we want to protect award shows and the region. we want to feel happy that no one is better than anyone else.

    so as we are all on it lets bring them all down, and let the senior people from the leading agencies who start sending emails and provoked the whole thing be even happier seeing justice take place even in their side of the court. wouldn’t it just be fair.

    so here we go, please tell me that all these clients
    have for real commissioned the agency, approved the ads, paid for production, and ran the campaigns,….etc

    we will raise the questions and dubai lynx would do the
    investigation, and bring them downt:

    1) Y&R Dubai – ZEISS LENS – FLY campaignl
    for sure this is real work and the lens client wanted to promote the lens power in 2009 where lot of people still use lens for many reasons and it is now or never. the market now and with the financial crises
    can afford the lens client to spend money on production for lens campaign. brilliant. this one is real client brief work. isn’t it!
    who can doubt this one and why?

    2) leo burnett dubai – tide campaign
    yes with the real beautiful ads i see from P&G WORK ON TV AND PRESS this is for sure real work, client asked for it, and presented, approved,
    ran for couple of weeks and months like P&G usually run their campaigns. brilliant work P&G and leo

    yes sure we have been in the region forever and ever. we always saw ads and posters for plaster everywhere. it is usual for plaster brands to do press and outdoor campaigns for it self and invest in it to drive more sales. and the proof that both JWT and
    TBWA are doing the same campaign see it is really in demand to do plaster campaigns these days.

    4)TBWA Dubai – Pattex glue
    well done you brought in a product brand
    from the dead in the market – last seen in the 80’s
    and the client suddenly requested the agency to campaign for pattex glue because it is part of the yearly marketing plan. and the agency came up with this clear benefit for the market which the client instantly approved and invested in to increase sales in the market since it is available everywhere.

    5) TBWA Dubai – Eight resturant
    what is wrong with TBWA dubai doing campaign as such for client in beirut. since they are doing it for very cheap resturant by the corner who would for sure have the budget to advertise during financial crises
    as the tourism in beirut is booming in winter and they for sure can afford such campaigns with a very clear message and idea that would click with everyone
    and drive traffic into the resturant. sure thing

    6) Y&R Dubai – landrover gear
    yeah land rover car ads are all over the place in dubai and the region and you know what it is the perfect time to advertise landrover gear in the region
    because cars and land rover market specifically is booming and car sales did not get affected by the financial crises at all. and the biggest target audience in the region are not the gulf nation whom wear thoubs even on off road. no it is the mass, and these people are very interested in land rover clothing and gear.
    so the client yes asked for it, approved it, and run it. how could you suspect this one
    come on. it is Y&R and Land rover, they have this client. this is real work man.

    7) leo burnett dubai – fujifilm
    yes we all know that they have fuji film, and they spend heavily and they always do brand campaigns like these and we see them everywhere don’t we. this was just another campaign which leo dubai are used to do for fuji film and if you cant remember even in the 2008 lynx we saw couple of campaigns
    as good as this one and nothing is fishy around it at all. why would lynx investigate this one why?

    8)Genius LOCI Dubai – Westin Dubai
    this was one of the very very very few copy campaigns
    and for a resturant, so lets award it and you know what poor Genius LOCI they don’t have many entries and they are not a threat to any one so it will pass, and nothing fishy about it, resturants like westin dubai advertise heavily in dubai and long copy ads is their style it is not a favor from the resturant or anything like that, or maybe the owner is a friend of someone in the agency no. it is a real client and we see their campaigns everyday in dubai, no i meant every now and then.

    9) tribe – U2ED IMAX
    i have seen this run in dubai! like all the campaigns that imax run to drive traffic into the movie theatre or for films, this one is for real and it was for
    U2 3D IMAX silly people. it is for real.

    10) impact bbdo beirut – sharp
    no beirut don’t do scam. this one is real not been done in photoshop just for the sake of taking the picture, you can call the supermarket and ask them
    they will tell you yes, and the client approved it. you know sharp are very active in beirut unlike the rest of the region

    11) FP7 Dubai – mcdonalds
    come on guys, you always see such ads for mcdonalds in the street specially the price driven ads. they don’t usually have the price tag big and the sandwich bigger than the space no they dont. it always clean and neat like this one this is typical ad fro mcdonalds and am sure that the client saw it and it ran like the rest of their campaigns

    12) FP7 Dubai – leatherman
    are you joking me, we see this brand everywhere on the streets it is not like the first time ever in the history of this region. and am sure it is as real as the Chiqueta radio campaign. come on guys just focus on the grand prix and spray this one is for real

    13) leo burnett – GMC CADIA
    THIS ONE FOR SURE IS REAL because we always see
    GMC ads run like this in the region, and am sure the client seen it and approved because it is his style, and it was done to appeal to the consumer in GCC that is why it has been shot else where. and YOU KNOW WHAT AMERICANS CARS AND GMC ARE NOT HAVING ANY CRISES AND ALMOST BROKE NOT AT ALL, THEY STILL HAVE MARKETING BUDGET TO DO THESE AWARDS CAMPAIGNS, dont you think.

    14) JWT Dubai – virgin megastore
    poor thing they only have this one made it
    it must be real work and client brief because JWT are very honest agency and do not do scam or even proactive they only work on real briefs from the client and they dont copy ads god forbid because if they do the people will get fired.
    and you know what virgin are very very interested in doing ads for the kids books section. and knowing virgin and the constant campaigns they do every
    day, it is part of the agenda for this year to promote kids music books. you fool.

    15) JWT dubai – hotwheels
    oh my god they work for Mattel , how cool
    i wish i work for JWT Dubai they dont do scam at all.

    and shame this year bra campaign for the lingerie store did not make it like last year naked woman in the breast, bottom front and back area campaign that was real and ran for sure press and outdoor but in the store and there is nothing sensitive about it to have naked women.

    15/B) and buy the way all their work for the DM
    is real work and done for real and you dare proof otherwise they are not cheap mockup done by the agency and the agency took the pictures for
    it in the locations and did the board and the jury bought it, for real.
    you know what it is not really important, DM. because it doesn’t count in agency of the year and anyone can get away with anything there. and it is not the bird that fly in JWT office told me so, no at all, he told me it is all real he he he it is real work. but who cares if it is not. come on it is JWT. honest.

    16) TBWA Dubai – hand dial hand sanitizer
    you know what it is a fast moving product, to boost it even more the client decided to do this campaign to boost the sales. or is it the opposite!
    and the client have seen it and approved like all the other campaigns what do you think, for sure

    again this is another proof that we can do the same, check our client for this one HENKEL PDC EGYPT SAE . we can do it.

    have a nice hunt MENA.

    PS: the proof will be uploaded soon lets see who is after this time lynx or us again! I do keep my promises
    # anubis Says:
    March 27, 2009 at 5:58 pm

    wow that is a long list!!! I think that if no real action is taken towards this “problem” then maybe the ad industry (in this region) does not deserve its own awards festival.
    # Fernando Says:
    March 28, 2009 at 7:00 am

    The reason for so much anger and frustration:

    Let’s say about 80 agencies enter Lynx, so that’s 80 creative directors and their teams competing against each other.


    79 creative directors do the following:
    They work with their clients, they fight with their clients, they compromise with their clients, They try to raise the standard of advertising in this region. Out of frustration and to keep their teams inspired, they do some proactive work.

    1 creative director does the following:
    He doesn’t work with clients, he’s obsessed with awards. All his work is proactive and he does a mountain of this stuff.

    So, 79 creative directors are trying to improve the standard of creativity in the region and win awards while one is just trying to win awards.

    The reality of any award show is that while the majority of entries are real there will always be some brilliant proactive work. That’s okay because everyone does it and for good reason. But, when one creative director enters over 200 proactive ads and wins agency of the year. It’s not okay and for good reason.

  15. kre8tive

    Nice one, Louai! It is pretty obvious how desperate and frustrated these jerks from Impact are… Bravo to Anubis Ghostbusters and Shame on you BBDO scammers! BOOOOOOOO!

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