Launching for the first time in January, the competition invited marketers from nearly 30 markets around the world to submit a new hypothetical digital media plan and creative idea for a brand or non-profit of their choice using Microsoft Advertising’s storytelling platforms (MSN, Windows Live Hotmail, Windows Live, Skype, XBOX Live, Kinect, Bing … Entries were received from across the region covering a range of different brands and non-profits, but the winning two submissions stood out for their strong creative ideas, expertly executed through the power of storytelling. The winners will each receive the MSAs MEA Trophy as well a free campaign for the brand on MSA properties in MEA pending client approval.

The MEA judging panel was impressed. Ivan Moroke group managing director at TBWA commented: “The work is built around platforms that are revolutionising communication at such an accelerated rate and how these platforms are used will make a significant difference to brands”. Shuttleworth, executive director managing, House of Brave added "Many of the MEA submissions demonstrated outstanding creative thinking, with the winning entries best showing how to ingeniously incorporate Microsoft solutions into the big idea. I am confident that the MEA winning entries will do extremely well in the global competition.”

Melanie Botha, marketing and operations director at Microsoft SA said: “At Microsoft Advertising, we aim to connect brands to audiences through creativity and technology. I am extremely happy this competition enabled just that. The quality of the winning ideas is a testament to the inherent creativity bubbling through the Middle East and African advertising industries. We are passionate about uncovering the talent of tomorrow, helping to drive inventive and forward looking thinking around digital marketing in the process. I am proud of the MEA winners and wish them all the best in the next and final round of the competition.”

Schweiger and Hersztadt who won the non-profit category of the competition commented: “We are very proud to represent our region in the global competition, with an idea that we believe can use Microsoft's advertising tools to make a real change while also being fun and interesting for donators”. McKenna, Scher and Heal, who won the brand category of the competition, commented: “it is so exciting for us to see that Microsoft is pushing boundaries in every direction and enabling campaigns with great stories to come to life in ways that were never possible before. Knowing that there are platforms available that can truly bring big brand ideas to life is incredibly inspiring”.

Both Schweiger and Hersztadt’s and McKenna and Scher’s submissions will now be put forward to the final stage of the competition, when their ideas will go head-to-head with the winning entries from all markets participating in the competition.

The final judging panel, chaired by David Sable, Global CEO at Y&R, will pick two global winners, to be announced on or around 1 June, who will be treated to a week-long Cannes Lions VIP experience in June.