Considering the smartphone penetration in the Middle East and North Africa (MENA) region and the growth that mobile has seen in various markets where the likes of UAE, KSA, Egypt are leading global trends, the Mobile Lions shortlist at the Cannes Lions International Festival of Creativity came as a disappointment with only one agency making it to the list.
3SG BBDO from Tunisia is the only agency competing in this category for its entry titled ‘The Backup Memory’ campaign for Samsung. The Back Up Memory is a collaborative project that aims to help people who suffer from Alzheimer disease to be more independent and have more autonomy and make life easier for them and for their loved ones.
