2013 Winners & Shortlists


Advertising Agency FP7/DXB Dubai, UNITED ARAB EMIRATES

The Campaign

BACKGROUND_ The Coca-Cola Foundation wanted to create a regional CSR campaign as part of their Community initiatives. For most in the Middle East, taking social initiatives is driven by religious beliefs. guilt or a surge of emotion. What’s missing is a social consciousness from within. CHALLENGE_ To change the perception of doing good to others, as a basic act of humanity. We had to target the youth because they were most receptive to change perceptions, from this generation to the next. CAMPAIGN IDEA_ We created Ripples of Happiness. 5 Countries. 10 Universities. 6 weeks.

Success of the Campaign

From helping uneducated mothers earn a living in Beirut, to rainwater Harvesting in Amman and more, students directly brought positive change to society. The most moving projects with real students were showcased as Pan-Arab Television commercials. The initiative became contagious through hundreds of websites & blogs across disciplines. PR through mainstream press, took the campaign to every home in the region. The campaign received support across media from influential youth figures like Ahmad Al Shugairi, the popular socio-religious commentator, Sheikha Hessa, the Princess of Bahrain and Fahad Al Butairi, a leading online personality. 200 students didn’t just implement projects but spread awareness about the initiative, engaging 120,000 other students. The most valuable result of Ripples of Happiness however, cannot be measured in numbers, but by the smiles it created and the shift in perception it brought among an entire generation. Who would spread the Ripples for generations to come.

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

10,000 students registered through our questionnaire. We recruited the most passionate 200. Trained NGO volunteers from Injaz Al-Arab were brought in to instill the true values of social work. Once students identified community problems, people from the community voted for which problem each team would tackle. Each University was empowered by iPad apps. Over six weeks, as they planned, and gathered resources towards their goal, they streamed live feeds, videos, photos and their learnings to a team customized Microsite and Facebook Pages. Because we created a competition and wanted to leverage the social media platform to spread the Ripples beyond the students, to the entire university, friends and the larger community to gather their votes and win this competition. At the end of six weeks, winning projects received additional aid from the Coca-Cola Company to be implemented on a larger scale to touch even more lives.


Name Company Role
Gautam Wadher Fp7/Dxb Art Director
Aunindo Anoop Sen Fp7/Dxb Copywriter
Clarisse Mar Wai May Fp7/Dxb Integrated Producer
Tarek Ali Ahmad Fp7/Dxb Business Director
Hana Zarour Fp7/Dxb Account Supervisor
Luciano Rahal Fp7/Dxb Account Manager
Martin Yofre Momentum Mena Business Director
Rey Amio Momentum Mena Sr. Digital Art Director
Pankaj Nainwal Momentum Mena Sr. Technical Lead
Uday Desai Momentum Mena Sr. Technical Lead
Dana Nahas Um Dubai Client Business Partner
Sherif Ghanem Um Dubai Media Manager
Jad Daou Um Dubai Media Supervisor
Mazen Sraj Um Dubai Digital Supervisor
Dolly Saidy Mint Mena Producer
Souraya El-Far Mint Mena Producer
Tolga Cebe Coca-Cola Middle East Regional Marketing Manager
Islam El Dessouky Coca-Cola Middle East Group Brand Manager
Sooraj Thazhath Momentum Mena Sr. Technical Lead
Paul Banham Fp7/Dxb Executive Creative Director