2012 Winners & Shortlists

TODAY I WILL

Silver
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BrandCOCA-COLA
Product/ServiceCOCA-COLA
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryIntegrated Campaign Led By Promo & Activation
Entrant Company:FP7/DXB Dubai, UNITED ARAB EMIRATES
Sales Promotion/Advertising Agency:FP7/DXB Dubai, UNITED ARAB EMIRATES

The Brief

OBJECTIVE In the wake of the Arab Spring, how could Coke further empower a group that had already done so much to empower their nations?

Describe how the promotion developed from concept to implementation

INSIGHT We hit the streets of Saudi Arabia and the region to probe the state of mind of Middle Eastern youth, who find themselves at a crossroads of Modernity and tradition, globalization and tribal customs. Family dictates their choices and they’re constantly judged by society. We found that their biggest challenge to overcome was them vs themselves. CHALLENGE These youths gained empowerment as a group. Our challenge was to empower them as individuals

Describe the success of the promotion with both client and consumer including some quantifiable results

20 days post launch on Facebook: 80000+ new likes, 78.1 million posts’ impressions, 15.4 million viral reach, 9.1 million page consumptions 6.8 million page engaged users. Facebook app/film tab got over 350,000 views - 17 views per minute Within 12 hours, 300 000 mobile users downloaded the ‘Today I Will’ film in Saudi Arabia alone -a regional record. 250,000 USD worth unpaid media coverage. Our can influencers were interviewed on television for their ‘Today I Will’ stories. The Coke can would never been seen as a mere can anymore, but a symbol of inspiration for youth across the Middle East.

Explain why the method of promotion was most relevant to the product or service

We created Coke ‘Today I Will’. An initiative to unlock individual potential while staying true to Middle Eastern values. To activate it, we designed ‘Today I Will’ Coke cans. Through an augmented reality Facebook app people watched inspring stories on the ‘Today I Will’ can of individuals who overcame challenges, realizing their potential. We invited youth to share their own and be on the can too. We brought together the region’s online influencers activating their followers. We created In-store posters, promoting the initiative. We launched Today I Will film on the cans itself and on facebook, before TV and mobile.

Credits

Name Company Role
Fadi Yaish FP7/DXB Executive Creative Director
Gautam Wadher FP7/DXB Art Director
Aunindo Anoop Sen FP7/DXB Copywriter
Clarisse Mar Wai May FP7/DXB Agency Integrated Producer
Ryan Atkinson/Mustafa Kawtharani/Bana Salah FP7/DXB Graphic Designer
Tarek Ali Ahmad FP7/DXB Business Unit Director
Hana Zarour FP7/DXB Account Supervisor
Luciano Rahal FP7/DXB Senior Account Executive
Nohad Mouawad El-Khoury FP7/DXB Account Planner
Momentum Mena Momentum MENA Digital Production
Dana Nahas UM MENA Group Media Director
Shadi Braish UM MENA Media Director
That Go Film Director
Laurent Tangy DOP
Marc Hadife/Joyce Hadife City Films/Beirut Executive Producers
Nadine Lteif City Films/Beirut Producer
AOC/Paris AOC/Paris Music
Didier Le Fouest Colourist
Dolly Saidy/Souraya El-Far Mint MENA Agency Producers