While the Effies have been around since 1968, the regional GEMAS Effies launched in 2009. This year saw a 30% increase in submitted entries, as well as a significant boost in the number of boutique/independent agencies.

Without further ado, below are all the winners. Congratulations to everyone involved, and let's not forget the agencies behind the scenes that also played a part in the winnings.


Winners of the 2012 GEMAS Effie MENA Awards are:

Marketer of the Year:

Hala Badri, Executive Vice President, Brand and Communications, du

Grand Prix:

Interesting Times for the “Last Summer on Earth” campaign for Gravity Brewing
(This won GOLD in the Food & Beverage category)

Banking Finance & Insurance: 

SILVER - The Billion Dirham SME Fund - HSBC Middle East - Mindshare & JWT Dubai
SILVER - Pay Yourself First - Emirates NBD - FP7/DXB & Starcom MediaVest Group -

Automotive: 

SILVER - Ford “Can a Car” Primary Brand Campaign - Ford Middle East - Team Detroit USA
SILVER - HouseHunter TestDrive - Arabian Automobiles - TBWA\RAAD Dubai & OMD UAE
BRONZE - Desert Nemesis - Nissan Middle East - TBWA\RAAD Dubai
BRONZE - Speed Personified - Nissan Middle East - Mindshare Dubai & TBWA\RAAD Dubai

Retail: 

GOLD - The ‘Headline News’ Cup Sleeve - Al Nisr Publishing Gulf News - Y&R Dubai
SILVER - The Sticker Wall - Nike Middle East - JWT Dubai & Mindshare Dubai
SILVER - Loose Change Menu - McDonald's Egypt - FP7/CAI

Cosmetics & Fragrances: 

BRONZE - Tough Men Choose Nivea Sensitive - Beiersdorf - Horizon Draftfcb & OMD Dubai

Telecommunications/ Mobiles & Internet: 

SILVER - Alfa U-Chat - Alfa - Managed by Orascom Telecom - Leo Burnett Lebanon
BRONZE - Nokia N9 NFC Amazing Movie Experience Activation - Nokia - JWT Dubai
BRONZE - Tunisiana - The future can only be bright - Tunisiana - JWT Tunisia
BRONZE - Qtel - Arab and Proud - Qtel - Leo Burnett Qatar

Best Youth Marketing Campaign:

SILVER - Barbican Hatha Filmi - Aujan - Mindshare Dubai & Face to Face
SILVER - Coke Studio - The Coca-Cola Export Corporation - FP7/DXB & UM
BRONZE - Alfa U-Chat - Alfa - Managed by Orascom Telecom - Leo Burnett Beirut 

Electronics/Computers: 

SILVER - LG Electronics - 6 Motion Washing Machine for Men - LG - Mindshare Dubai
BRONZE - IBM Integrated Services Campaign - IBM - OgilvyOne Dubai

Media: 

SILVER - The ‘Headline News’ Cup Sleeve - Al Nisr Publishing. Gulf News - Y&R Dubai
SILVER - LBCi Drama Launch - Ward elkhal stunt - LBCi - Impact BBDO Lebanon
SILVER - Wild Cards - National Geographic Channel Abu Dhabi - Leo Burnett Dubai

Travel, Tourism & Transportation: 

GOLD - Hello Tomorrow - Emirates Airline - Starcom MediaVest Group
SILVER - The family friendly Airline, Sky Nanny - Gulf Air - Mindshare Bahrain
SILVER - Vote for Jeita Grotto - Ministry of Tourism - Impact BBDO Lebanon

Best Use of Social Media: 

GOLD - Inches to Togetherness - Subway Middle East - Momentum Abu Dhabi and Dubai
SILVER - No Rights No Women - No Rights No Women - Leo Burnett Beirut
BRONZE - The Last Summer on Earth - Gravity Brewing - Interesting Times
BRONZE - Coke Studio - The Coca-Cola Export Corporation - FP7/DXB and UM

New Products Category: 

GOLD - Molto Cheese - News Bigger Than Any Other - Edita Food Industries - FP7/CAI
SILVER - Maxibon Egypt Launch 2012 - Nestle Middle East FZE - JWT Cairo

Sports Marketing Campaign:

SILVER - Unleash Deadly - Adidas Predator Lethal Zones - Starcom MediaVest Group
BRONZE - Nike Middle East I Run Beirut - United Sports of Lebanon - Mindshare Lebanon SAL
BRONZE - Nike - The Sticker Wall - Nike Middle East - JWT Dubai / Mindshare Dubai

Shopper Marketing: 

SILVER - The Sticker Wall - Nike Middle East - JWT Dubai / Mindshare Dubai
BRONZE - Simple Touches...Better Life - Lifescan - Initiative Dubai

Non-Food FMCG: 

SILVER - Dove Nourishing Oil Care - Unilever - Memac Ogilvy & Mather LLC
SILVER - GLAD - Keeps Good Food, Good - DDB FZ LLC, Initiative & Socialize
BRONZE - Dove Master Brand Campaign - Unilever - Memac Ogilvy / OgilvyAction
BRONZE - Bringing Double Doom to the Germ World - Unilever - Memac Ogilvy/OgilvyAction
BRONZE - Pif Paf Gas Mask - Reckitt Benckiser Arabia FZE - Havas Worldwide Dubai

Food & Beverages - FMCG: 

GOLD - The Last Summer on Earth - Gravity Brewing - Interesting Times
SILVER - Sprite Cricket Stars - Coca-Cola Middle East - Memac Ogilvy / Ogilvy Action
SILVER - Coke Studio - The Coca-Cola Export Corporation - FP7/DXB and UM
BRONZE - McDonald's Quality - McDonald's - Leo Burnett Dubai
BRONZE - Family Time Forever - McDonald's - Leo Burnett Dubai


Personal Care Category: 

SILVER - Dove Nourishing Oil Care - Unilever - Memac Ogilvy & Mather LLC
BRONZE - Let's get it on(line)...and talk about sex - Reckitt Benckiser (RB) - Havas Digital Middle East Lebanon & Buzzman Paris

Best Use of CSR: 

GOLD - Break the Silence - Himaya - Leo Burnett Beirut
SILVER - Who Deserves the Pepsi? - PepsiCo Egypt - Impact BBDO Cairo
SILVER - BLOM Demining - BLOM BANK - IMPACT BBDO & OMD Lebanon
BRONZE - Sprite Cricket Stars - Coca-Cola Middle East - Memac Ogilvy / Ogilvy Action
BRONZE - The Return of Dictator Ben Ali - Engagement Citoyen - Memac Ogilvy Label Tunisia