The Golin MENA team of Baseem Ayache and Anisha Sharme has won the MENA Young Lions PR competition with their ‘Mirror Mirror’ campaign, and will go on to represent the region at the Cannes Lions International Festival of Creativity, sponsored by the International Communications Consultancy Organisation (ICCO). This year was the inaugural competition, and saw over 20 entries from teams of two, all under the age of 30. Competitors were asked to respond to a brief from Friends of Cancer Patients, which performed as the client, and each team had 24 hours to form a creative and effective campaign.
“There was some really, really great work on display from PRCA MENA members,” says Frances Ingham MPRCA, Director General, PRCA MENA. “Sitting through the eight presentations, it was obvious that the future of our industry here in the Middle East and North Africa is incredibly bright. Many deserve to be in Cannes, but only one team could win and that team was, deservedly, Golin. Golin’s duo went all in – great ideas, rigorous strategy. Literally pitch-perfect presentation. And now they have the honour and the burden of representing all of the MENA countries in Cannes. Good luck Baseem and Anisha.”
Ylannis Vafeas, Managing Director, Golin MENA, adds “There is nothing more inspiring than being recognised for creativity, especially when creativity leads to change and good. We are so proud of Baseem and Anisha who will be representing the Golin MENA region in the Young Lions PR competition.”