PRCA MENA is pleased to announce that the Hill+Knowlton Strategies team of Mohamad Saber and Peter Hermina have won the MENA Young Lions PR Competition with their campaign ‘Half a Million Dollars.’ They will go on to represent the region in the PR Young Lions Competition at the Cannes Lions International Festival of Creativity, sponsored by the International Communications Consultancy Organisation (ICCO).
This year was the third year PRCA MENA has ran the competition and this year saw over 28 entries from teams of two under the age of 30, all responding to a brief from Education for Employment, which performed as the ‘client’. Each team then had 24 hours to create a creative and effective campaign, followed by a five-minute presentation.
Commenting on Saber and Hermina’s campaign, the judges said that the team produced “an honest, fully connected, and creative campaign that worked and was presented with great passion with a great ability to think on their feet”.
“It was inspiring to see the amount of passion, creativity and energy being put into the PRCA MENA Young Lions entries,” said Alex Malouf, Jury Chair for this year. “The short-listed entries combined sharp insights, innovative strategies and extensive use of measurement. The finalists made our decision very tough at the end of the day, and I’m confident that the PRCA MENA Young Lions winners will do the region justice in Cannes.”
Leanne Foy MPRCA, General Manager, PRCA MENA, said: “I would like to congratulate Mohamed and Peter on their win. We wish the pair the best of luck in Cannes where I am sure they will do the industry and the UAE proud.”