2011 Winners & Shortlists

The Campaign

The Juhayna 'Let Your Nature Talk' Campaign was an invitation for the Egyptian youth to exercise their RIGHT TO SPEAK. Living in a country that, before the 25th of January revolution, had absolutely no freedom of speech, the youth of Egypt were frustrated and using the internet to release their thoughts and frustrations regarding government and the overall situation in Egypt. Through TV, Print, Outdoor and a Facebook group, we invited young Egyptians to go to talkjuhayna.com. There, they could find an open channel to speak their mind about different subjects, with no censorship and no fear.

Success of the Campaign

Within 2 weeks, hundreds of people uploaded their videos, receiving over 100,000 thousand views and hundreds of impressions on Egyptian and foreign blogs, opening the doors for the youth's right to speak in Egypt, and gaining their respect. Juhayna Nectar is the market leader within juice brands in Egypt. For the client, the most important result regarding the 'Let Your Nature Talk' campaign was the great impact on the way youth sees natural juice, creating new opportunities for it to compete against CSD’s as a healthier but fun option.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We started on TV, directing youth to the website talkjuhayna.com, where youth could speak their mind by uploading videos, voting and adding comments. Press ads in youth targeted publications, outdoors, activation in universities and a Facebook group helped to generate traffic.