MEIFF introduces international competition for advertisements as part of its 2008 line-up

Advertisements have always had the ability to move people to join a specific cause, buy a particular product or simply be amazed at the techniques employed in an average 30-second time slot.

It is for this reason that the Middle East International Film Festival (MEIFF) decided to introduce the International Competition for Advertisements as part of their line-up for the 2008 festival.

Announced by Festival Executive Director Nashwa Al Ruwaini at the Cannes International Film Festival in May, the advertising competition is aimed at rewarding marketing executives for campaigns that have made a strong impact on audiences worldwide.

'Advertising campaigns have captivated audiences worldwide, they define brands, products, social causes, elections and foster emotional connections to cultures. We want to acknowledge the artistic and creative minds behind these advertisements that swamp consumers every day and determine their habits as consumers,'said Nashwa.

The aim of the International Competition for Advertisements is to recognize a very important part of the media that subconsciously influences the minds of audiences every day of their lives much in the same way a film does. As a multicultural city, Abu Dhabi is bustling with people with differing tastes supplying the perfect atmosphere for advertisers to showcase their work.

Prizes for advertising are to be given in the categories of 'Best Essential Objects', 'Best Luxurious Objects' and 'Best Television, Cinema and Digital Techniques' with prizes of $25,000 being awarded in each of the three categories.

Other competition categories in the Black Pearl Awards include feature films and documentaries, short films and student films with total prize money now exceeding $1m in cash. This year's MEIFF will also see several new additions to an already exciting schedule. For the first time, there will be a section of the festival concentrating on Environmental Films as well as a showcase documentaries highlighting the 60 years since the division of Palestine from a non-Arab viewpoint.

MEIFF, to be held in Abu Dhabi from October 10-19, is an annual event and a project of the Abu Dhabi Authority for Culture and Heritage (ADACH). The festival is a cultural event dedicated to bringing a diverse slate of international films and programs to the community and introducing filmmakers from around the world to the resources of the region.

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