2011 Winners & Shortlists

Brief Explanation

If you’re an Egyptian football fanatic, then you’re aware of its many ‘flaws,’ from the sub-standard fields and ill-equipped stadiums to the biased referees and hot-tempered fans. Insights 1. Many Egyptian football pitches are lopsided, uneven and poorly maintained. 2. Egyptian referees are often suspected of mysteriously influencing the outcome of some critical games. 3. The league’s official schedule is in a constant state of flux; you never know when the match is ‘really’ going to take place. 4. Soap operas are often delayed due to live football broadcasts, inconveniencing female viewers. Over the years, these flaws have become a source of debate, entertainment and an integral part of the football experience. They are as much a part of the discussion as the football itself. Leveraging these insights, Pepsi took it upon itself to highlight these so-called ‘flaws’ in a positive light. After all, Egyptian football simply wouldn’t be the same without them. In this campaign, Pepsi sent a reporter to address these issues head-on in a series of interviews with key officials and fans. The discussions reveal that these so-called ‘flaws’ of the game are not flaws at all but vital ingredients of great Egyptian football. Pepsi’s message: Look at the bottle half full.