DDB’s Firas Medrows Gears Up For Jury Duty At Cannes

The Executive Creative Director of DDB UAE, Firas Medrows, is among the jury team in the Radio Lions category at the Cannes Lions International Festival of Creativity 2017. In a conversation with Arabian Marketer, Mr Medrows speaks on his expectations and what he is looking for at the Festival this year. Excerpts:
On The Cannes Lions Experience
It doesn’t become bigger than Cannes Lions, and I’m really looking forward to my jury duty this year. As a member of the Radio Lions jury, I’m excited to listen to the best work from around the world. Radio is among the media that is always evolving, more so in the last few years, thanks to the boom in digital technology. I’m expecting to see great uses of technology and innovation that challenges the possibilities of the category. I’m also looking forward to sit in the jury room, discussing the work with some of the most talented industry leaders.
On MENA’s Performance At Cannes Lions
Ever since the inception of Dubai Lynx International Festival of Creativity in 2006, the quality of work from our region has gradually improved. This year is no exception, and I firmly believe that some of the work is just as good as from anywhere else in the world, if not better. When it comes to how many Lions the region will win, it’s impossible to guess the number, but it will definitely be more than last year. In fact, when looking at the work, I get the feeling that we are heading towards a record-breaking year.
On Favorite Entries At Cannes Lions
At the risk of forgetting a handful, there are a few campaigns that I really enjoy and that deserve recognition. The Visa travel insurance print campaign and the blood donation idea for Law Andak Dam – both from Impact BBDO – are smart and beautifully executed. The McCafé print ads from Leo Burnett look great, and The Last Harlem Shake and Ice Bucket Challenge for Connect by TBWA\Raad make me laugh every time. Not to forget, the powerful Fear of Flying for Royal Jordanian by Memac Ogilvy, and the super funny The Hammam Fighter by FP7 Tunisia for Orange. I also hope that our own campaign, Finding Her for UN Women Egypt, will do well too.