Havas Middle East’s campaign for adidas’ The Ravi Superstar has swept the 2023 Dubai Lynx awards, with 3 Grand Prix, 3 Gold, 1 Silver and 3 Bronze. Dubai Lynx is MENA’s festival of creativity recognizing creative excellence in communications. The campaign received a total of 10 awards across multiple categories, with Grand Prix in Entertainment, Integrated, and PR — Sponsorship & Brand Partnership, Gold in Creative Effectiveness, Industry Craft, and Print, Silver in Creative Commerce, and Bronze in Entertainment, Brand Experience & Activation, and PR.
This adds to Havas Middle East’s track record at Dubai Lynx, with 2 Grand Prix, 4 Gold, 5 Silver and 10 Bronze awards and recognition as the #2 Agency of the Year and #2 Network of the Year in 2022.
The Ravi Superstar reimagined what a brand collaboration could look like, bringing adidas to the streets of Dubai by partnering with an iconic local restaurant called Ravi. Dubai is made up of over 50 nationalities, but Ravi’s has been their sense of home for 42 years. Red Havas Middle East saw this as the perfect opportunity for adidas to collaborate with the roots of Dubai, and as a part of the adilicious initiative, they worked with the family which has run Ravi’s for 3 generations to create a sneaker that represents the authentic side of Dubai that isn’t seen too often by the world. The collaboration turned the local restaurant into a global pop phenomenon by redesigning the iconic Adidas Superstar sneakers to create the SUPERSTAR RAVI’S.
The collection led to the longest line seen in Dubai at the adidas flagship store and sold out in 15 minutes on the adidas online store. It represented the essence of Dubai’s local community and was as unique as the city itself, with menus printed on the shoe’s tongues, insoles illustrated with the Ravi river, and colors taken from the waiters’ uniforms.
The campaign was an integrated effort across Havas Middle East, Red Havas Middle East, and Sweetwater MEA and represented how a large brand can tap into culture by giving a beloved local name a global impact.
Joao Medeiros, Executive Creative Director, Havas Middle East, said: “Dubai is a city which is constantly innovating and changing, which is exactly why we wanted to celebrate its local spirit. In a city full of expats, Ravi’s has been a constant — a home away from home which represents the best of the city. They have kept the same menu for 40 years despite the whole city changing around them. I’m very proud that we’ve had the chance to work closely with their team