Awards: Serviceplan Middle East celebrates 2 silver and 1 bronze for Bridgestone at Dubai Lynx


DUBAI, UAE – Serviceplan Middle East has been awarded 2 Silver and 1 Bronze by Dubai Lynx in a virtual ceremony recognising MENA’s best creative work for 2020/2021. The 2 Silver and 1 Bronze were awarded in the Film Craft: Direction, Casting and Cinematography category, for the Bridgestone campaign ‘Eyes on the Road’.

Bridgestone are an important client for Serviceplan Middle East, and the success at Dubai Lynx – the biggest awards success for both agency and client to date – is a reflection of the maturing of the Serviceplan agency in Dubai.


For ‘Eyes on the Road’, Bridgestone MEA worked with the Dubai Police, Nasser Bin Addullatif Alserkal and RTA on a life-saving health check campaign, designed to offer free health screenings to UAE truck drivers and thereby improve fitness and road safety. The campaign featured an online film sensitively directed by Nixon Freire out of Hanzo Films, which followed a truck driver named Sukhjhinder Singh. Singh had clocked up an incredible 1 million km without an accident, so for some respite from his work routine, Bridgestone arranged for him to view the road from another perspective – 1km above the ground in a hot air balloon.

View the award-winning film here.

Dubai Lynx is the benchmark for creative excellence in the MENA region, and this is the best performance to date for Serviceplan at the awards. Winning 2 Silver and 1 Bronze for Bridgestone, an important client for the agency, is validation that the work is among the very best from the region.

Winners were recognized during a virtual awards show which can be viewed here:

The success at Dubai Lynx comes shortly after the agency achieved a number 12 worldwide ranking at the Loeries (excluding South African agencies).

Berna Akinci, Head of Marketing Bridgestone Middle East and Africa, commented: “I’m very proud of this win, Eyes on the Road is a strategic initiative reflecting Bridgestone Group’s mission “ Serving Society with Superior Quality “ and I’m so happy that our efforts are being recognized. I’d like to thank our business partners Serviceplan Middle East for all their support and I’m looking forward to many more wins in the future”.

Akhilesh Bagri, Executive Creative Director, Serviceplan Middle East said: “The success at Dubai Lynx represents a tangible shift in the creative output of our agency, and the biggest awards haul so far for our agency and our important client Bridgestone. It’s not a massive haul but it was important to get off the mark. This creative and awards success is a reflection of the global drive to fulfil the Serviceplan Group philiosophy of ÜberCreativity, spearheaded by our Worldwide ECD Jason Romeyko. Since this is a craft win, it’s only fair to also credit our production partners on this project – Hanzo Films and director Nixon Freire – who went over and above to make us this beautiful film.”

View the winners here.

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