SRMG Labs, the creative and innovation agency under SRMG, celebrated a triumphant night at The Dubai Lynx Awards, the region’s premier creative festival organised by Cannes Lions.

The agency clinched three prestigious awards, including two Gold Dubai Lynx Awards in Outdoor and Print and Publishing categories for their pioneering ‘Newspaper Courts’ campaign for Arriyadiyah. Additionally, SRMG Labs secured a Silver Dubai Lynx Award in Brand Experience and Activation for their captivating ‘Dark Minds’ Ransom Billboards campaign for Asharq Discovery.

The Dubai Lynx International Festival of Creativity stands as the foremost platform in the MENA region for celebrating creative excellence and effectiveness. It serves as a gathering point for key figures in the creative marketing sphere, renowned global speakers, and emerging talent, all converging under one roof.

The ‘Dark Minds’ campaign aimed to captivate true crime enthusiasts worldwide by shedding light on the motives and psychological complexities behind the heinous crimes committed by serial killers from the MENA region. Departing from conventional methods, SRMG Labs orchestrated the largest outdoor heist in Middle Eastern history.

Emulating the style of a mysterious ransom note, the agency collaborated with prominent brands to remove letters from billboards across Beirut, leaving behind cryptic messages that sparked intrigue and speculation among the public. As anticipation surged across traditional, digital, and social media platforms, Asharq Discovery unveiled the new billboard, revealing the show's title: ‘Dark Minds.’

Moreover, SRMG Labs’ dual Gold Dubai Lynx Awards for Arriyadiyah’s ‘Newspaper Courts’ campaign underscore its dedication to impactful creative initiatives. Launched to commemorate World Health Day 2023, the campaign featured the world’s first newspaper designed for sports activities.

Transformed into football, basketball, and other sports arenas, cities in Saudi Arabia encouraged citizens to step away from their daily routines and embrace physical activity. The initiative aligns with Saudi Arabia’s Vision 2030 Quality of Life Programme, which seeks to combat obesity by promoting sports and active lifestyles.

Of the team's achievements, Chief Creative Officer of SRMG & Managing Director of SRMG Labs, Fadi Mroue, said "In a time of rapid technological advancements, it is now more important than ever for unconventional campaigns that creatively evoke the curiosity of audiences and their evolving interests. Our 'Dark Minds’ and ‘Newspaper Courts’ campaigns exemplify our team's ability to create these impactful experiences that resonate with audiences on a profound level."

SRMG Labs continues to push boundaries and redefine creative excellence with its innovative campaigns, cementing its position as a trailblazer in the industry.

@dubailynx

@srmglabs

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