2010 Winners & Shortlists

Brief Explanation

Pepsi Confederations Cup: A year of football: Stealing the Show from Competition It doesn’t happen everyday…you know… Egypt playing against global football giants such as Brazil, Italy and USA! So you can imagine the hype taking over the streets of Cairo this summer. You can also imagine our media team’s excitement over acquiring the premium spots on match airing channels! More importantly you can imagine Pepsi’s STRESS! Confederations Cup is a Coke sponsored event! The challenge = own Egyptian football (in all its forms) The strategy = hijack the event!! How? = Keep it insightful Complimented with an even deeper insight When it comes to football, Egyptians will always be proud and supportive of their national team! Shouldn’t everyone feel the same way about our team??!! OF COURSE A year of football: Stealing the Show from Competition •Confederations Cup –As a Coke sponsored event, Pepsi’s main objective was to hijack the show •What started off as a Viral Campaign, turned into a triumph on humor and football association for Pepsi •With over 50,000 views online per copy…it was clear the copies were buzz worthy –HENCE THE DECISION TO GO ON TV! –Linking our brand to some of Egypt’s greatest football memories •Our national team played against global giants: Italy, Brazil and US…and more importantly played fabulously well!!