BigTime Creative Shop Tops Cresta Awards Shortlist in Middle East First

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Known for bold, culturally resonant storytelling, BigTime Creative Shop has already earned major accolades, including an Emmy Award in early September (the first in the Middle East and Africa) for Outstanding Promotional Announcement at the 46th Sports Emmy Awards, hosted by the National Academy of Television Arts & Sciences (NATAS). 

The winning project, Usyk vs Fury: Reignited, was hailed for its creative power and impact, cementing Saudi Arabia’s growing reputation as a serious player on the global creative stage.

Turki Alalshikh, Chairman of the General Entertainment Authority (GEA), praised the achievement as a testament to Saudi talent, sharing a video of the award moment on his official TikTok account.

At the 2025 Cannes Lions International Festival of Creativity, BigTime Creative Shop was named Independent Entertainment Agency of the Year. The agency won a total of seven Lions including two Golds for campaigns "The 4th Judge" and "Obsession" in the Entertainment Lions for Sport category, plus one Silver and three Bronze Lions. 

These campaigns were praised for their genre-defying humor and unconventional approaches..

Through projects ranging from creative storytelling and sports promotions to luxury collaborations and technologically innovative campaigns, BigTime has played a key role in reshaping global perceptions of Saudi Arabia, aligning with the country’s Vision 2030 initiatives.

CEO Mohammed Sehly emphasizes trust, insight, and embracing Saudi Arabia’s unique cultural identity in all campaigns. 

The agency’s rapid rise exemplifies the region’s creative surge, blending local nuance with global marketing standards and creative excellence—making its Cresta Awards lead a reflection of both Saudi ambition and global impact.

The Cresta shortlist also features strong showings from familiar European players, with Germany’s Serviceplan/Plan.Net securing 17 entries, while agencies across the BBDO and Dentsu networks quietly position themselves as potential major winners.

Lewis Blackwell, Cresta Awards director, praised the mix of fresh and familiar talent: “We have been to the fore in the past few years in recognising the growth in quality and quantity of creative work and creative strategy coming out of the Middle East. “Our jury has clearly been persuaded of the growth in quality and strategic creativity coming out of the Middle East. This shortlist consolidates that progress. The ultimate test will be how much of it converts into big winners next week."

He predicted that next week‘s winners reveal would “look set to cast the limelight on significant emerging trends and tendencies.”

The Cresta Awards have long been known for their rigorous, independent judging process. Votes are compiled and averaged without interference, avoiding the pitfalls of groupthink common in other award approaches. 

This year, Disney’s Helen Pak chairs the jury, reviewing decisions without the power to alter the outcome, though she may highlight standout works for special consideration.

Next week’s winners announcement promises to shed light on the emerging trends and creative directions shaping global communication, with Middle Eastern talent now firmly in the spotlight.