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Campaign ME
15 hours ago
- Entertainment
- Campaign ME
SRMG Labs win Gold and Silver at Cannes Lions
SRMG Labs has won Gold and Silver Lions at the Cannes Lions International Festival of Creativity 2025. The awards were given in the Audio & Radio category for The Second Release, a campaign developed by SRMG Labs for Billboard Arabia that honours the legacy of Saudi Arabia's first female musical icon, Etab. Fewer than 0.78 per cent of all entries receive a Gold Lion – underscoring the rarity of this achievement and positioning SRMG Labs among the world's creative elite. Jomana Alrashid, CEO of SRMG, said: 'This Gold at Cannes Lions is a monumental milestone for SRMG Labs and for the region's creative voice. In just two years, Labs has become one of Saudi Arabia's leading creative agencies. Earning such rare recognition speaks volumes about the caliber of our work, the talent behind it, and SRMG's commitment to reimagining the creative landscape globally.' The campaign used advanced AI technology to bring Etab's voice and image back to life, introducing her legacy to a new generation. Centered around a remastered version of her beloved track Ya Saudi, Ya Saudi, the campaign reintroduced Etab not only as a musical pioneer, but as a symbol of Saudi Arabia's cultural evolution and growing space for female artistic expression. From a stylised music video to urban fashion, outdoor creative, and digital amplification, the campaign blended heritage and innovation, sparking nationwide conversation. It was launched to coincide with Saudi National Day in 2024 and was also recognised with the Cultural Impact Award from the Saudi Ministry of Culture. Fadi Mroue, Chief Creative Officer at SRMG and Managing Director of SRMG Labs, added: 'With Etab, we weren't just telling a story – we were reframing the narrative. Bringing her legacy back to life using today's tools was about honoring the past, empowering the present, and inspiring the future. I'm proud of our team for delivering work that's bold, respectful, and culturally meaningful – and proud that one of the world's leading creative stages has recognised it.' The recognition arrives at a time when Saudi Arabia's creative and cultural industries are undergoing rapid transformation. The campaign tapped into this shift, blending innovation with authenticity to spark renewed national pride and bridge generational narratives through music. This dual win marks another creative milestone for SRMG Labs. Since its launch in 2022, SRMG Labs said it has consistently delivered impactful work that blends technology, storytelling, and cultural relevance. With accolades spanning Cannes Lions, Dubai Lynx, LIA, and national recognition from the Saudi Ministry of Culture, the agency continues to push creative boundaries while telling stories rooted in identity, purpose, and innovation. The campaign also aims to reflect Billboard Arabia's mission to revive and celebrate the region's musical heritage, spotlight underrepresented voices, and connect new generations with the cultural icons who shaped the sound of the Arab world.
Time of India
3 days ago
- Entertainment
- Time of India
Agencies keep creative spark alive at Cannes
Live Events (You can now subscribe to our (You can now subscribe to our Economic Times WhatsApp channel Indian agencies won two Silver Lions and one Bronze on Day 2 of Cannes Festival of Creativity on Tuesday, adding to their rich haul of nine Lions, including two Gold Lions, on Day creative agency Talented won Silver in the Entertainment Lions for Sports category for 'Avani's Gold' - a tribute to Paralympic champion Avani Lekhara, created for Britannia Marie Gold. "A year ago in Paris, Avani scripted history, and today, her story is being celebrated a few miles away in Cannes." said Gautam Reghunath, cofounder and CEO of had on Monday earned a Silver in Outdoor for 'Nature Shapes Britannia' campaign for the biscuits India won a Bronze in the Design category for its 'Eye Test Menu' campaign for Titan Company , taking its total to three metals. On Monday, it picked up Bronze Lions for 'Guardian Beads' for Vodafone Idea and 'Chai Bansuri' for Brooke Bond Taj Mahal."It gladdens us to see the wins spread across brands and Ogilvy offices. This means all our teams are firing," Sukesh Nayak, Harshad Rajadhyaksha and Kainaz Karmakar, chief creative officers at Ogilvy India, said in a joint the Entertainment Lions for Music category, VML India won a Silver Lion for Coke Studio Bharat's 'The Girl Who Played the Tutari', a campaign that spotlighted Nilaksha Borade, the first woman to publicly play the tutari - a centuries-old Maharashtrian horn traditionally played by men."This campaign breaks an 800-year-old tradition through music, spotlighting women instrumentalists and shattering stereotypes," said Kalpesh Patankar, group CCO of VML Tuesday, India also saw 16 new shortlists across categories such as Creative Commerce, and Creative Effectiveness, Creative Business Transformation and Film, taking the total to 83 shortlists across 2 of Cannes Lions 2025 featured several prominent speakers, including Marc Pritchard, chief brand officer of P&G, tennis ace Serena Williams, and Mustafa Suleyman, CEO of Microsoft Pritchard spoke on timeless creativity and building brands, Williams was part of a high-impact panel that discussed how investing in 'impact innovators' could enable building a cleaner, healthier world. She shared snippets from her own investment and Colleen DeCourcy, ex-CCO at Snap, discussed 'agentic AI' and its implications for our digital lives and digital industries.
