Creative agency SRMG Labs scoops 3 prizes at Dubai Lynx Awards

RIYADH: SRMG Labs, the creative and innovation agency founded by SRMG, won three awards at The Dubai Lynx Awards, the region’s largest creative festival organized by Cannes Lions. SRMG Labs wins included two Gold Dubai Lynx Awards in Outdoor, and Print and Publishing, recognizing their innovative “Newspaper Courts” campaign for Arriyadiyah. Additionally, SRMG Labs clinched a Silver Dubai Lynx Award in Brand Experience and Activation, earned through the captivating “Dark Minds” Ransom Billboards campaign for Asharq Discovery.  

SRMG Labs aimed to capture the attention of true crime enthusiasts worldwide with a groundbreaking campaign to launch Dark Minds, the first show spotlighting the motives, and psychological and societal complexities behind the horrific crimes committed by serial killers from the MENA region. 

Instead of using a traditional approach, SRMG Labs orchestrated the biggest outdoor heist in Middle Eastern History. Adopting the appearance and style of a mysterious ransom note, the team collaborated with several household brands to cut letters from their billboards across Beirut. These billboards, now missing letters, prompted various reactions from the public, ranging from curiosity and speculation to amusement. As anticipation and interest increased across traditional, digital and social media, Asharq Discovery revealed its new billboard, marking the creation of the largest ransom note ever and unveiling the show’s name: Dark Minds. 

Furthermore, SRMG Labs’ two Gold Dubai Lynx Awards for Arriyadiyah’s Newspaper Courts campaign showcases its commitment to impactful creative campaigns. Launched to celebrate World Health Day 2023, Arriyadiyah printed the world’s first newspaper for people to play sports on. This transformed parts of cities in Saudi Arabia into football and basketball, and other sporting arenas, encouraging everyone to take a moment away from their usual routines and get active. The campaign supported Saudi Arabia’s Vision 2030 Quality of Life Programme, aiming to reducing obesity by increasing participation in sports and athletics.  

Commenting on the achievement, Fadi Mroue, Chief Creative Officer of SRMG & Managing Director of SRMG Labs, said: “I’m incredibly proud of the SRMG Labs team for their creativity and relentless dedication to innovation. Winning these prestigious awards is a testament to our ingenuity and commitment to pushing the boundaries of what is possible.”

Mroue added: “In a time of rapid technological advancements, it is now more important than ever for unconventional campaigns that creatively evoke the curiosity of audiences and their evolving interests. Our 'Dark Minds’ and ‘Newspaper Courts’ campaigns exemplify our team's ability to create these impactful experiences that resonate with audiences on a profound level. This recognition is not just a celebration of our achievements, but also a reminder of the endless possibilities that lie ahead, as we aspire to shape the future of storytelling, from the Kingdom to the world.” 

Since launching in 2022, SRMG Labs has been consistently recognized for its creativity, winning Gold at last year’s Dubai Lynx Awards for its campaign for the King Salman Center for Disability Research. While its business strategy initially centred around fulfilling the Group’s requirements, today SRMG Labs is a full-service agency, servicing clients in the Kingdom and the region. In 2023, SRMG Labs partnered with the Royal Commission for Riyadh City (RCRC) to develop a campaign promoting Riyadh’s candidacy for Expo 2030, which concluded successfully with the city being selected to host the event. These achievements are part of a broader effort to strengthen collaboration with major partners, while also pursuing SRMG’s mission of becoming the leading integrated media provider in the region by 2025.