LAS VEGAS, USA – As the festivities in Las Vegas comes to a close, FP7 McCann clinches the last Grand LIA of the Year at the Creativity in B2B category at the 2025 London International Awards.
With Jury President Gavin Chimes, Chief Creative Officer of Howatson+Company Sydney, at the helm, the jury for Creativity in B2B and Transformative Business Impact proudly unveils this year’s honorees.
Grand LIA: Recipe for Change, FP7 McCann, Puck
The Creativity in B2B category recognizes world-class creativity in promoting products and services from one business to another. This year, the jury celebrated the best B2B ideas with a Grand LIA, five Gold, five Silver and five Bronze Statues, in addition to two Finalists.
The campaign also won a Gold in the Sustainability in SDG subcategory.
In response to the ongoing crisis in Lebanon, where over 1.3 million people — mostly women and children — have been displaced, Puck introduced “Recipe for Change,” a new initiative designed to provide long-term financial support and empowerment for affected families.
Known as a trusted brand across the Middle East and as a long-standing ally to mothers, Puck is leveraging its platform to uplift communities during one of their most challenging times. Created by FP7 McCann and launched during Ramadan, “Recipe for Change” extends beyond the traditional Ramadan campaign, operating as a sustainable initiative that transforms treasured, generational family recipes into market-ready dishes for chefs across the region to feature on their menus.
In addition to honoring the legacy of Lebanese mothers, the initiative offers a meaningful source of financial support for families affected by the crisis. Each featured recipe — from Amani’s Special Spinach Fatayer to Fidaa’s Special Cheese Ma’amoul — is more than just a dish; it’s a cherished family tradition that tells a story of resilience and hope. By enjoying these meals, diners are not only tasting the flavors of Lebanon, they’re also joining a movement that connects communities and rebuilds lives, one recipe at a time.
CREDITS
Entrant: FP7 McCann, Dubai
Brand: Puck
Title: “Recipe for Change”
Corporate Name of Client: Arla Foods MEA
Client Company: Arla Foods MEA, Dubai
Client President: Mahitab Hamed
Client Senior Brand Manager: Ghida Amhaz
Media Company: Carat MENA, Dubai
Media Planner: Ramzi Ramadan
PR Company: Current Global, Dubai
PR Company Managing Director: Jacob Peter
PR Company Communications Director: Jude Lahham
PR Company Account Manager: Riya Awtaney
PR Consultant: Umar Gulamnabi
Agency: FP7 McCann, Dubai
In-House Company: FP7 McCann Dubai, Dubai
Agency CEO: Tarek Miknas
Agency Global Chief Creative Officer: Javier Campopiano
Agency Chief Creative Officer: Federico Fanti
Agency Executive Creative Director: Nayaab Rais
Agency Senior Creative Director: Paulo Engler
Agency Creative Directors: Ivan Bormaister, Jonathan Cruz
Agency Associate Creative Director: Manar Abdulla
Agency Associate Creative Directors – Copy: Rob Hall, Diego Fernandez-Cid
Agency Associate Creative Director – Art: Francesco Negri
Agency Senior Copywriter: Shaza Yousef
Agency Senior Art Director: Roy Sebastian
Agency Art Director: Lea Saliba
Agency Designers: Abdul Wahid, Rahim Parambayil
Agency Graphic Designer: Amit Borawake
Agency Editor: Murilo de Paula
Agency Motion Designer: Kaue Akimoto
Agency Social Media Manager: Maria Corban
Global Product Excellence Director, McCann Worldgroup: Carmen Bistrian
Agency Managing Director: Tarek Ali Ahmad
Agency Chief Strategy Officer: Nick Salter
Agency Strategy Director: Nadia Miranda
Agency Brand Strategist: Yasmina Raydan
Agency Business Director: Sana Omran
Agency Senior Account Executive: Maria Bjorkman
Agency Account Executive: Esther Sequeira
Agency Account Director: Dalia Hosny
Agency Account Manager: Farah Safi
Digital Company: McCann Content Studios, Dubai
Digital Company Chief Digital Officer: Ibrahim Hasan
Production Companies: Très Content, Beirut / NoGarlicNoOnions, Beirut
Production Company Owner & Content Creator (NoGarlicNoOnions): Anthony Rahayel
Production Company Manager (NoGarlicNoOnions): Shady Kanaan
Production Company Director: Elie Fahed
Production Company Executive Producer: Noor Dagher
Production Company Producer: Adriana Diab
Production Company Producer (NoGarlicNoOnions): Roy Antoun
Production Company Line Producer: Rytta Mezher
Production Company Director of Photography: Mark Khalife
Production Company Cinematographer (NoGarlicNoOnions): Kareem Kawtharani
Production Company Art Director: Maria Nakouzi
Production Company Project Manager: Elissia Chamat
Production Company Gaffer: Mizyed Azrai
Post-Production Company: CRAFT, Dubai
Post-Production Company Executive Producer: Amin Soltani
Post-Production Company Producer: Christel Abdel Sater
Post-Production Motion Graphics: Marcos Cardoso
Post-Production Editor: Sanya Sequeira
Sound Design Company: Très Content, Beirut
Sound Design Company Sound Mixer: Rawad Hobeika
Photography Studio: Très Content, Beirut
Photographer: Mikella Younes
Casting Company: Très Content, Beirut
Wardrobe: Tamara Haddad
adobo magazine is an official media partner of LIA 2025.
