2011 Winners & Shortlists

Brief Explanation

key objective is to communicate 125 years of happiness. we thought the best way to say 125 years of happiness is to give away 365 days of happiness. we also wanted a design of "happy animals", a design that would work for both kids and adults.

The Brief

In celebrating their 125th anniversary globally, coke asked us to do something local and relevant to the egyptian community. we called the project "125 years of happiness" and we started looking for something that would powerfully, yet instantly, convey 125 years of happiness.

How the final design was conceived

There is only one true happy place in egypt, The Cairo Zoo. Upon visiting the zoo, we discovered the amazing coincidence is that it too had just turned 125 years! and because both of them had been delivering happiness for 125 years, we had to do something that would combine both brands with a bang. thats when the simple idea of a ticket calendar came to mind.

Indication of how successful the outcome was in the market

coca-cola initially made one thousand units of these calendars. and they were mailed out to all their key accounts/clients/suppliers/bottlers. The feedback was so positive, that just two weeks later they asked for 3,000 more. The cairo zoo also saw a 15% revival in visits, in the months following our promotion.