Christian Cappe, CEO of the MENA Cristal Awards, president of the 2C Associés and general director of the Meribel Festival de la Publicité, struggled with local political developments to bring the awards show to Lebanon. But the organizers’ tenacity came through, and the ceremony honored the region’s best and more creative minds. Executive caught up with Cappe while he was in Lebanon.
E Describe your involvement with the MENA Cristal awards and the Meribel Festival. What inspired you to create a festival in the MENA region?
The Meribel Ad Festival was created in 2001 and for its first “edition” welcomed 300 delegates. In 2006, we received 850 delegates. This means the staff and I do our best to promote the event, searching new ideas on development and supporting networking between advertisers, clients and producers.
The MENA Cristal Awards was launched in 2005 with the aim of introducing an ambitious competition unprecedented in the Middle East and North Africa, the aim of which was to celebrate creativity in the region. Recreating the success of the Meribel Ad Festival in Europe, the MENA Cristal rewards the best works of the region with the famous “Cristal.” I really believe in this industry and my involvement is total.
E How would you describe the creative and advertising scene in the Middle East?
As Jacques Séguéla, vice president and worldwide chief creative officer of Havas Group and president of the MENA Jury said during the closing ceremony, “the level of creativity in the Middle East was very high this year, and comparable with what we can see in Europe at the moment.” It means that the standard of creativity in the area is improving faster but always keeping what is essential in the cultural identity.
E Do you see a large difference in style, caliber, etc. between entries for MENA Cristal and Meribel? Are there any regional trends that you find particularly interesting?
There is not such a difference between both events in terms of creativity and originality. The MENA region is emerging and proving to the world its capability and credibility in the industry. All the regional trends are being used in an intelligent and original way.
E Were there any entries you found particularly striking?
As organizers, we emphasize advertising and we must respect the necessary neutrality. Only the jury can judge creativity. Jacques Séguéla himself proposed to reward “Nedjma Couverture,” saying that this concept was the future: Interactivity between consumers and clients. So, the creative jury rewarded creativity, in particular the wonderful “Animals” by Saatchi & Saatchi Levant Beirut for the Ministry of Social Affairs, which won the Grand Cristal in the Film Cristal competition.
On the other hand, the Production Jury rewarded the excellence of the production of “In Games” by Grey Worldwide Beirut and City Films for the Asian Games Organizing Committee. This production was comparable to the very highest international standards.
E Did you face any problems in holding the awards in Lebanon, due to the current situation?
To be honest, of course. One of our biggest fears was the cancellation of lots of the delegates but this did not happen; in fact the response was fantastic. We could feel something indescribable. You have to live these emotions to understand. It was a hard mission but with the incredible support of the people from Lebanon and the region, we finally decided to carry on and hold it, whatever happened. I think it was the good decision. In addition, lots of the CEOs, chairmen, COOs of the biggest networks, big clients and producers were in Mzaar Kfardebian. They were happy to support the event and were amazed by the great atmosphere, the high-standard of the conferences and the quality of the winners. If I had to redo it, I would do it immediately.
E The Meribel Ad Festival is held every year in the same location in the French Alps. Will the MENA Cristal awards also adopt a permanent home? Would Lebanon be a likely candidate?
I would like to say yes. The locale of Mzaar Kfardebian is great and I do really hope the political situation will allow us to organize the next one in Lebanon. To be honest, it was quite complicated to do it this year, but the ski resort concept is magical and I am confident in the future. I believe in the MENA Cristal Awards and I believe in Lebanon.
E How have the MENA Cristal awards changed from the first
to second edition? What are some of your goals for next year,
or five years from now?
We consulted with the agencies, clients, production houses and the media to improve the quality from the first ad festival of the MENA region. The result was more competitions: Film Cristal, Outdoor Cristal, Magazine Cristal, Daily Press Cristal, Radio Cristal, Pluri Media Cristal, Cyber Cristal, and Marketing Services Cristal as well as the International Production Cristal to celebrate the work of production houses and technical industries. Our efforts were appreciated and we had the full support of those professionals who want to be involved in this initiative and who want us to develop this competition.
Furthermore, the year the MENA Jury was bigger, with 16 members representing important advertising networks and companies in the MENA area, and headed by Jacques Séguéla, a European with huge experience. For the sake of credibility and transparency, the votes cast in secret and even the jury didn’t know the winners until the ceremonies awards in Mzaar Kfardebian.
E Would you consider this year’s edition to have been a success?
Without hesitation, yes! We were the first ad festival of the year in the MENA region and we had transparency, a quality jury, great winners and exciting peripheral events. Also the fact that we [Séguéla, Dani Richa, President of the IAA Lebanon Chapter and Cappe] were received by Emile Lahoud, president of the republic and Fuad Seniora, prime minister, was a huge honor and great recognition for us.
