2012 BEST and WORST campaigns: results revealed
By Admin I: Here’s what we thought when brainstorming about this year’s campaigns: we faced a sucky year when it comes to good advertising, we had our issues with multi-nationals, but who cares?! We never did, and will never do! We’ll feature the best of the year’s visual and conceptual work, even if some are still facing this huge question mark when it comes to originality.
It’s an endless debate: who should win?! The campaign that made ‘the’ Buzz this year with its ‘mashewe wel shabeb’ massively reaching an audience and building a very rare connection with the mass that has always been neglected in local advertising? We were always faced by ‘we are not the Egyptians’ and colloquial-pop a la Melody’s ‘Oum el Agnabi’ campaigns would never work here; but they did!! The campaign, whether you like it or not, was this year’s all-star advertising shock, especially that it’s a total freelance creative work, with no agency involved!
Again, who should win?! The one that started a whole new line based on storytelling (Ksara) or the insightful (Alfa), the eye-candy (Touch), the ballsy (LB beer) or the touching (Tamanna)?
BEST and WORST dominated by Leo Burnett Beirut
The voting was launched and it was open for endless subjective interaction; agencies voted (even if they claimed being too prestigious to vote, having their ‘Lions’ stacked on the shelves), brands voted, as well as an audience that proved leaning for the emotional. The voting ended with 100,018 votes for the best campaign and was wrapped by a win for Leo Burnett Beirut’s Alfa account with its two TVCs ‘Midline’ and ‘U-chat’. Alfa won after a severe competition with ‘Christmas in September’ by Horizon DRAFTFCB. The two winning campaigns totally deserved the win, even if they don’t actually represent the future of the industry, but a very classical-pretty-poo shy approach to new media.
‘El Khat el Askari’ by Alfa was another campaign highly nominated by the voters (probably Alfa employees had no work to do / could be Leo’s bored interns as well); the campaign is just too classically ‘blah’, to enter such a competition.
You can’t be worst than ‘Smeds’
So what can we say about an agency that wins ‘Best campaign for 2012’ and manages to grab the ‘Worst campaign for 2012′ as well?!
Highly Schizophrenic, Leo Burnett Beirut received what it deserved after reaching rock bottom with its Exotica account. It would’ve been boring to repeat how drastically horrendous the work on this account has been during 2012, but a win in ‘Best’ and ‘Worst’ totally screams for a wake-up call. You can’t! You just can’t!
Smeds came third (3rd spot worst is such a good win for Smeds), while the second spot was the audience’s nomination for Zaatar w Zeit’s Eurocup campaign.
Congrats for the year’s winners and losers, the ‘fake’, the ‘real’ and the ‘schizo’, thanking every single person who took part in this year’s 102,000 votes poll.
Screenshots shown below:
And Congrats For the ‘BUZZ’ creative team:
Production: Frame Nation Films
Producer: Rudy Francis
Director: Jad Aouad
DOP: Fadi Kassem
Creative Director: Nathalie Masri (no agency)
AD: Krystel Mansour
Wardrobe: Jessy Moussallem