“UAE Government Media” wins 13 of the “Dubai Lynx” global awards 2021


The UAE Government Media Office has won 13 major global creative awards “Dubai Lynx” for the year 2021, in honor of the office’s creativity and innovations in managing three media campaigns accompanying major national projects and initiatives, which is the “longest donation fund in the world” within the 10 Million Meals campaign, And both “The First Countdown in Arabic” and “The Mars Seal” to cover the Emirates Mars exploration project, “Probe of Hope.”

The awards won by the UAE Government Media Office included two gold awards, four silver awards and seven bronze awards, amid a large competition from more than 2,400 participating works for the Dubai Lynx International Creative Awards for the best creative work in the field of media and communication in the Middle East and North Africa region.

Prior to the announcement of this year’s award winners, at an event held specifically for this purpose in Dubai, the 2,400 competing works were subjected to extensive evaluations and were filtered to 544 works, and then the final list of the nominated works was selected, including media campaigns. The three presented by the media office of the UAE government.

Gold crowns creativity

The campaign for the longest donation fund in the world won nine of the major global creative “Dubai Lynx” awards for the year 2021, with gold in the digital field category, and another gold in the health care category – fundraising and providing support, in addition to two silver awards in the categories of health care and digital as being An integrated campaign across digital channels, and the campaign for the longest donation fund in the world won five bronze awards in several categories: Brand Experience and Activation – Use of Ambient Media, Integrated Business Category, Media Category – Ambient Media Use at Large, and Billboards – Interactive experience, PR class – Immediate response.

As for the “first countdown in Arabic” campaign, it won a silver award in the digital field and a bronze award in brand experience and activation, while the “Mars Seal” campaign won a silver award and a bronze award in brand experience and activation.

major national projects

Deputy Director-General of the Media Office of the Government of the UAE, Alia Al Hammadi, stressed the keenness to keep pace with major national projects, events and initiatives through innovative media campaigns targeting traditional and modern media, and to address each of them with their tools through attractive creative ideas that ensure the best communication with various media institutions, locally, Arably and globally, to ensure Effectiveness of reaching the goals and messages of these national projects and initiatives to the receiving audience with its various interests, preferences and age groups in an optimal manner in a manner that ensures the required interaction and thus achieves the desired goals.

creative ideas

The Executive Director of the Digital Production and Communication Sector in the UAE Government Media Office, Khaled Al Shehhi, said that the major national projects and initiatives that were accompanied by the media campaigns of the UAE Government Media Office were inspiring the work team to strive in search of innovative creative ideas to keep pace with these projects and initiatives in a manner that suits them, especially « The Hope Probe” and the 10 Million Meals campaign. The arrival of the probe to its orbit around Mars was an important historical event in the Arab region and the world, and it was important to celebrate it in an innovative and unique way.

He added, “As for the initiative of the longest donation fund in the world, as part of the 10 Million Meals campaign, it was the best expression of the humanitarian and relief face of the UAE in light of the repercussions of the closure resulting from the precautionary measures to combat the global outbreak of the (Corona) pandemic during the last month of Ramadan.”

Longest donation box صندوق

The UAE Government Media Office had submitted three media campaigns to the competition for the Dubai Lynx Global Creative Awards for 2021 with three media campaigns, which is the initiative of the tallest donation fund in the world that was launched last Ramadan, in which the facade of the Burj Khalifa, the tallest building, was transformed from Man-made in the world, into a donation box, a number of its lamps are lit with every donation by individuals, companies, institutions and philanthropists, for the benefit of the “10 Million Meals” campaign, which was launched under the directives of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and President of the State Cabinet and Ruler of Dubai, and under the generous patronage of Her Highness Sheikha Hind bint Maktoum bin Juma Al Maktoum, wife of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Chairman of the Board of Trustees of the Emirates Food Bank, to provide food support to the needy, needy families and the groups most affected by the repercussions of the spread of the new Corona epidemic ( COVID-19) globally.

Countdown in Arabic

As for the second media campaign, in which the Media Office of the UAE Government participated in the major global creative “Dubai Lynx” awards for the year 2021, it was the first countdown in Arabic, which coincided with the launch of the “Probe of Hope” as part of the Emirates Mars Exploration Project on its journey to the Red Planet on the 20th From July 2020, from the Tanagashima base in Japan, as work began on preparations and final simulation tests in preparation for the launch of the probe, the media office launched the “first countdown in Arabic” campaign, on various social media, to mobilize feelings of pride and pride in the Arab world behind an authentic Arab achievement , by celebrating it enthusiastically with the launch of the rocket in Arabic, knowing that throughout the history of space missions, the countdown has been repeated in English, Russian or French… and through the “Hope Probe”, the first Arab space mission, it was made available for the first time to the Arab nation. , which gave the Arabic number to the world, which formed the basis of modern mathematics.

Mars Seal

As for the third media campaign, in which the UAE Government Media Office participated in the major global creative “Dubai Lynx” Awards for the year 2021, it was the “Seal of Mars”, as those arriving at Dubai airports were surprised on February 9, 2021, that is, on the day the Hope probe itself arrived at The orbit of Mars, and upon their arrival at the entry gates of travelers, said that the passport officers decorate the pages of their passports with the seal of Mars, the first of its kind in the world, through a special ink that is Mars ink made from volcanic basalt rocks located in the Maliha area in the Emirate of Sharjah. As part of this initiative, passport officers at Dubai airports printed on the entry visas page for arrivals the phrase “I have arrived in the Emirates… and the Emirates reaches Mars on 09.02.2021” with a special design for the Hope Probe, the first Arab and international space mission that monitors unprecedented scientific information about The Red Planet over a full Martian year.

Creativity Award

The Dubai Lynx International Creative Awards recognize creativity in the media and communication industries in the Middle East and North Africa region. Its events are a forum for workers in the creative communication sector in the region, where they acquire new knowledge, interact with each other to exchange experiences and information, and celebrate creativity and its impact on the public.

• “The Longest Donation Fund in the World” wins nine awards, including two gold, two silver and five bronze.

• “The first countdown timer in Arabic” wins silver in the digital field, and bronze in brand experience.

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