Dubai Lynx 2013 Design Jury missed a few hits

Once again an inspiring fact in the words of passionate creatives, I couldn’t have stated it better myself “Scam ads -Are unethical. It’s fraud. You’re cheating against me, us, your peers. You are basically padding your resume, not very different to using steroids in baseball, falsifying sources in journalism, or faking a test. It’s wrong, plain and simple. -Damages brands. In the digital age, unapproved communications can fly around the internet causing a PR nightmare. This also sets up a ripe opportunity for libel suits. -Lots of awards mean better jobs. Unfortunately, this is true. There are too many egotisical rockstars who’ve gotten those jobs based on faking it, at the expense of the many talented people who haven’t needed to fake it and who do the real work. Yes, there is a role for outlandish ballsy risktakers. But there should not be a role for unprofessional cheaters. -Creates a false sense of talent and ability for agencies. Creativity is one thing. Being able to make it for a real brand is another. An agency that wins tons of awards but who’s real work is less than stellar really is only fooling themselves. Sadly though, they also end up attracting talent who will be disappointed with the real output. Same with the clients who thing that are getting a great agency. If they’re willing to fake their entires, what about timesheets, billings, etc? What’s the line when it comes to professional ethics? -Ruins the process and creative department’s overall credibility. Award shows should celebrate the best work that gets produced. That’s our job. That’s the hard part. If you can’t make a good scam ad with no brief, then frankly, you must suck. If you’ve ever worked with CD who’s built a career on scam, you’ll see how hard it is for them to create great work with real briefs. Talented as they are, they often fail to do what their job is – sell. Creativity and selling go hand in hand in this thing we call advertising, and that should be rewarded. Scam doesn’t ‘raise the bar’ of creativity. It lowers it. And lowers the credibility of the people, agencies and shows who promote it”.

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The above is the irresponsible jury responsible for good real work not even being shortlisted at the Dubai Lynx while they were busy awarding Team Y&R the Grand Prix in the design category for a proactive direct mailer. How insane is that?!!! Grand Prix and Silver in direct category PERSONAL EXTINCTION PREVENTION BOOK

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This year i noticed a follow up on a trend started two years back when a shoe repair business card was awarded at the 2012 Duabi Lynx. What makes these business cards so special and what if anything do they have in common? here is the answer: 

1- They are all business cards.

2- They are business cards for small, private, one-man-show business.

3- They are business cards for small, private, one-man-show business with little or no budget at all (as proudly stated on the presentation boards).

4- All of these small, private, one-man-show business with little or no budget at all came up with the same brilliant idea (copy-cats love this one, they call it telepathy), the idea is to contact BIG, well known  agencies with the challenge to design a business card that would turn their business around (and win awards for the agency).

Surely this can only be a hoax :) if not then I would like these hot shot designers working for hot shot agencies to design my business card (I mean if Rajifv the dog trainer and the shoe repair guy can afford them then so can anyone). Enough with the bullshit, can anyone please call the number on the business card and take their dog for training, I bet the answer would sound something like this “um hum, what, ha,oh, sorry but we are fully booked till next year (dog years that is)” ;) but still the following did win gold in the design stationary category.

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REMOTE

REMOTE
RAJIV SAINI
DOG TRAINING SERVICE
BLUE APPLE Dubai, UNITED ARAB EMIRATES

Client RAJIV SAINI
Product DOG TRAINING SERVICE
Entrant BLUE APPLE Dubai, UNITED ARAB EMIRATES
Type of Entry: Design
Category: STATIONERY
Title: REMOTE
Product/Service: DOG TRAINING SERVICE
Entrant Company : BLUE APPLE Dubai, UNITED ARAB EMIRATES
Advertising Agency : BLUE APPLE Dubai, UNITED ARAB EMIRATES
Name Company Position
Milind Lanjekar Blue Apple Creative Director
Brief Explanation:
The benefits of employing Rajiv’s dog training techniques had to be communicated in a simple and effective manner.
Describe the brief from the client:
Mr. Rajiv Saini is a freelance dog-trainer with a non-existent marketing budget. He had to make a big impression the first time he met prospective clients. And also make it memorable enough so that they will discuss it with their family who might be a part of the decision-making process.
Description of how you arrived at the final design:
It’s frustrating to have an uncontrolled pet in the house. We wanted to communicate to clients that after undergoing Rajiv’s training course their canine pet will be well-mannered and will respond very well to their suggestions, as if they have the remote control.
Indication of how successful the outcome was in the market:
People connected with the idea immediately and took Rajiv’s visiting card back to their families. It was memorable and almost everyone who took a card called him or referred Rajiv’s services to someone.

Yet another business card, this time it only won a silver in the design stationary category…

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THE SLIMMING BUSINESS CARD

Client CRISTINA NICULESCU
Product PERSONAL TRAINER
Entrant SAATCHI & SAATCHI Dubai, UNITED ARAB EMIRATES
Type of Entry: Design
Category: STATIONERY
Title: THE SLIMMING BUSINESS CARD
Product/Service: PERSONAL TRAINER
Entrant Company : SAATCHI & SAATCHI Dubai, UNITED ARAB EMIRATES
Advertising Agency : SAATCHI & SAATCHI Dubai, UNITED ARAB EMIRATES
Name Company Position
Umran Shaikh Saatchi/Saatchi Art Director
Wayne Fernandes Saatchi/Saatchi Copywriter
Richard Copping Saatchi/Saatchi Executive Creative Director
Valery Starr Saatchi/Saatchi Producer/Production
Brief Explanation:
Being an independent trainer, obviously budgets were a constraint. So we had to do something that was cost effective. Key Objective: Get people to call in and convert them to clients.
Describe the brief from the client:
Being an independent Personal Trainer, one usually has to rely on word of mouth to attract new clients. And in a place like Dubai, where media isn’t exactly cheap, we were challenged by Cristina Niculescu to come up with a cost effective way that would get people talking about her.
Description of how you arrived at the final design:
No frills. No fancy design. No elaborate mechanism, just a simple ‘Before’ and ‘After’ situation that uses the horizontal and vertical position of the card.
Indication of how successful the outcome was in the market:
The response Cristina experienced was quite encouraging. This simple representation of getting in shape, got people talking, and generated a number of calls. Most of who are now happy clients.

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As clearly evident by these examples (and others offcourse)  “The region is ripping off world class creative” and most of the time getting away with it, or so they wish ;)

Then the same jury decided to award Gold in the design point of sale category for something the was done for the same brand  in a country far far away (from Dubai) back in 2010

This has also been awarded Silver in the Direct category!!! BOOKENDS and a Gold in the Outdoor category BOOKENDS

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BOOKENDS

Client KINOKUNIYA
Product KINOKUNIYA
Entrant JWT Dubai, UNITED ARAB EMIRATES
Type of Entry: Design
Category: POINT OF SALE
Title: BOOKENDS
Product/Service: KINOKUNIYA
Entrant Company : JWT Dubai, UNITED ARAB EMIRATES
Advertising Agency : JWT Dubai, UNITED ARAB EMIRATES
Name Company Position
Jwt Duabi Jwt Dubai Creative
Brief Explanation:
How do you engage a materialistic public with a charity initiative to foster education? Our answer was to create a vehicle through which a retail purchase leads to helping further education in impoverished nations – a device that shows an instant reflection of the donor’s input.
Describe the brief from the client:
To show that education, symbolized by books, keeps children away from a life of hardship.
Description of how you arrived at the final design:
The bookends are the product of a nine-month creative process. First, we illustrated designs that best reflected the three social issues linked to poverty. This required studying the appearance of the people who are most affected by such hardship – from their ethnicity and physique to their environment. The designs were then handed to master sculptors who took four months to handcraft the figurines. Even the base, which serves as a doorway for the characters, received special attention. Once complete, the bookends were used in print, poster and online communication, before being the centerpiece of the in-store event.
Indication of how successful the outcome was in the market:
The campaign launched February, 2013. Currently, there are no meaningful results to be shared. However, client confidence and the immense response from the public led to plans in the summer to run the campaign in the Far East and North America. The bookends themselves are planned to be made available for sale to the public in the coming months.

This one was brought to my attention from one of www.bloganubis.com loyal readers who wishes to remain anonymous. he wrote…

I would actually – purely for company reasons be anonymous (you know how the drift on protocol is this these days). Therefore I would request you to please be my voice on this subject – it at least would save many souls who deal with real problems and real clients every day with genuine work. Thank you once again and we are behind you as always – at least it’s reassuring to know there is a conscience somewhere in this industry that is burning bright.

This work for the same brand was done in 2010 and has already won two bronze awards in two different award shows, so please lets give credit to those who create not for those who can not come up with an original idea even if there pathetic life depended on it. whom got awarded gold for stealing while the original only got bronze.

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http://godoftoy.livejournal.com/12985.html

Excerpt from original post further explaining the idea…

The concept behind this ambience work for Kinokuniya book store is before/after.

you see, book end comes in pair. The left book end represent before, while the right one represent after. In between before and after are books. Lots of books.

i made three pairs of bookends for O&M Jakarta, with a total of 7 figurines. The bookends are cast from plaster, while the figurines are sculpted from cellulose clay. For the glowing enlightenment after, the clay figurine were cast in transparent resin, and its bookend were embedded with a flat fluorescent light, to simulate the glowing effect. Final work were photographed in a couple of different location by Anton Ismael and his crew. At the last count, this piece has won two bronze medal from various award shows.

I can understand (to some extent) that  one of our entries “F3″ is not shortlisted by the design jury of the Dubai Lynx, although it won at Design & Design and was showcased in their annual and fettered in the winners list on their website.

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http://www.designanddesign.com/winners.php?tri=&order=&keyword=&country=91

But what I (and so many other creatives) could not understand is how on earth was this milk cart ever shortlisted…LOL.

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Until we found out that this Dubai Lynx shortlisted entry in the Design category belongs to the agency Team Creatif Group of which its CEO Sylvia Vitale Rotta IS (drum roll) the head of the Dubai Lynx Design Jury!!!!!!!!!!! so I guess the joke is on us :)

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BTW she is also a member of the Integrated jury so the jock is on everyone (except Y&R and Leo B.)

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2 thoughts on “Dubai Lynx 2013 Design Jury missed a few hits”

  1. So last year they had to filter out entries which were more advertising-based than purely design. But this year they chose a “direct mailer” as a Grand Prix winner?

  2. A direct mailer that was seen only by the design Jury. Has anyone else seen or received this direct mailer? I bought an LR3 in Kuwait and two months back I bought the Range Rover Sport from Oman and never had the dealers (before or after the purchase) bother sending any communication items, nor did they give away anything with the vehicle (like the edible booklet of last year).

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