Brand | COCA-COLA MIDDLE EAST |
Product/Service | THE COCA-COLA FOUNDATION |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | CORPORATE IMAGE & INFORMATION |
Entrant Company
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FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
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FP7/DXB Dubai, UNITED ARAB EMIRATES
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The Brief
BACKGROUND
For most in the Middle East, taking social initiatives is driven by religious beliefs, guilt or a surge of emotion.
The Coca-Cola Foundation wanted to create a CSR campaign to change the perception of doing good to others, to a basic act of humanity.
IDEA
We created Ripples of Happiness.
5 Countries. 10 Universities. 6 weeks.
Our idea was to target the youth. As they were the most socially active and the most receptive to bring in this change of perception, to the next generation.
Creative Execution
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.
This not only encouraged social consciousness among teenagers across Universities in the Middle East but also enhanced the reputation of Coca-Cola among an important target.
Describe the creative solution to the brief/objective.
We recruited 200 students who identified problems in their community. People from the community itself, voted for which projects teams would tackle.
Each University was empowered by customized iPad apps directly connected to a Microsite, Twitter and Facebook.
We created a competition and leveraged social media to directly spread the Ripples beyond the teams, to the entire university, friends and the larger community to gather their votes, and win this competition.
Over six weeks, the teams streamed live feeds, videos, photos and experiences to the Microsite, Twitter and Facebook gathering shares, interactions and most importantly, votes along the way.
Results
The initiative became contagious through hundreds of websites & blogs in the region directly affecting people across the region.
Press and TV spread regional awareness.
The campaign received support across media from major youth influencers like Ahmad Al Shugairi, Sheikha Hessa and Fahad Al Butairi.
200 students spread the initiative to 120,000 other students.
The most valuable result of Ripples of Happiness is measured 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.
Credits
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 |
Sooraj Thazhath |
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 |
Paul Banham |
Fp7/Dxb |
Executive Creative Director |