3 Lessons Learned (and Confirmed) as a Dubai Lynx Juror

Oped: Leyla Touma Dailey , Chief Creative Officer - Doe-Anderson

Coming up as a creative in the early 2000s, all my spare time was spent picking through ridiculously tall stacks of award books. If I close my eyes, I can still feel all my senses tingling as I crack open a fresh Communication Arts Award Annual, taking in the smell of the crisp ink. I was, for all intents and purposes, obsessed. It was the only way I could instantly access volumes of brilliant work, my eyes devouring page after page, hours slipping away as I was taken in by a glut of award-winning work.

But that was eons ago, and now we all have the power to access the best work across the globe in seconds. We email links, share videos in meetings and send jealousy-inducing work to clients as examples of how brilliant creative ideas can move business and land their brands in the hearts and minds of consumers. So how is it that some of the most beautifully crafted work being put out into the world right now isn’t yet on everyone’s creative radar?

Allow me to introduce you to the Dubai Lynx Festival of Creativity, the festival setting the bar for and celebrating the best creative coming out of the Middle East North Africa (MENA) region. This is world-class work, competing on a global stage, and I was lucky enough to serve as a juror for the Outdoor and Direct categories. In the weeks leading up to the event, our jury was tasked with assessing nearly 250 entries. After safely landing in Dubai, we immediately began the intense work of going through every entry we shortlisted and deciding who would win top honors.  

Indulge me as I share my key takeaways.

Cultural Context Is Critical

One of the coolest parts of judging this show was discovering the many cultural nuances specific to the region. Entrants were strongly encouraged to provide extra context around those subtleties since jurors were coming from all over the globe. So, as we dove into each case study, we read and reread that part of the submission to make sure we really “got it.” In many cases, it meant the difference between staying on the shortlist and earning some metal. I’m proud of the commitment we made to honoring that component of every entry. If ever in doubt, we had the opportunity to invite “cultural attachés” to join us in the room to ensure we fully understood the political, racial, religious or social realities that made the work truly breakthrough. In those moments, in that room, the words of Tom Robbins came to life for me: “Our similarities bring us to a common ground; our differences allow us to be fascinated by each other.”

Purpose-Led-Work Makes the World Go ’Round

There was no fear in this department. Across all categories, there was a significant volume of work that tackled cultural and societal challenges throughout the region, from climate change and obesity to women’s rights and the danger journalists face in some parts of the Middle East. This was true for all the work submitted, and a significant number of pieces that rose to the top were focused on driving real, actionable change. And this wasn’t just lip service — we’re talking true, purpose-led work that went straight for the gut. Agencies and clients big and small are out there challenging norms and being loud about it. There were some stunningly simple executions and also some really brilliant uses of AI and technology that challenged gender biases and stereotypes. Technology is absolutely playing a part in the progress, but authentic human connection was the undeniable thread through it all. 

Members of the Next Generation Have Their Fingers On the Pulse

I had the privilege of serving on the Young Lynx Jury during my time in Dubai. Twenty-one teams from all over the EU were briefed on a Sunday and asked to turn around fully formed campaign ideas in 24 hours. Then, bright and early the following day, each team got a turn to pitch its work live to the jury. Five minutes to talk and five minutes to answer questions as we (respectfully) poked and prodded their ideas. The composure, passion and commitment to their ideas was seriously inspiring. There is no doubt this next generation of emerging talent has something to say — they were dripping with confidence and vision beyond their years. Their creative passion is alive and kicking, and they’re setting standards in creativity. So don’t blink.

The headline here is that the power of creativity transcends all. I saw vastly different cultures reveal themselves through poignant campaigns (like the multiaward-winning ProtecTasbih). Debated work with brilliant minds (both inside and outside the jury room) from 33 different regions across the globe. Allowed my beliefs to be challenged — and even completely upended in some cases. And I stand before you a changed woman. Maybe the dazzling lights of the Dubai night sky had something to do with it, but I’m showing up more thankful, more energized and with a new perspective I didn’t know I needed.

Check out all the winning work here at www.lovethework.com/work-awards/awards/dubai-lynx