2013 Winners & Shortlists

GARDEN

BrandCOCA-COLA EGYPT
Product/ServiceCAPPY
EntrantFP7 / CAI, EGYPT
CategoryDRINKS
Entrant Company FP7 / CAI, EGYPT
Advertising Agency FP7 / CAI, EGYPT
Production Company LEO MEDIA Cairo, EGYPT

Brief Explanation

Egypt is going through an unknown phase with lots of uncertainties and political unrest. Egyptians feel pessimistic about the country’s future and a typical Facebook post one would wake up to now is: “This country will never be better so we might as well leave.” Bottom line, a wave of negativity is taking over and downers are multiplying by the minute. To stand out from all the feel good ads, we capitalized on the fact that Cappy has real fruits in it that can uplift your mood and positioned it as the antidote against downers. Accordingly, we created a CREATURE, the “Baydohbaty” that we introduced through the Egyptian Animal Planet technique. His name is a combination of two words in Egyptian slang, drag and gonads; so the “Baydo7baty” by being himself in any given situation, he would bring down the mood of people around him as he simply shows up. Eventually he would then be counteracted by Cappy and its ‘mood changing’ capabilities. Also, because of the fact that the drink contains chunks, not only do you drink the juice but also chew the chunks giving you some time to pause and gain the ‘mental renewal’ aspect of the brand.

Credits

Name Role
Abdel Salam Abdel Salam Executive Creative Director
George Azmy Creative Director
Abdel Salam Abdel Salam/George Azmy/Sandra Riad/Menna Keiy/Yomna El Essiely/Omar Atef Copywriter
Ahmed Coutry/Marwan Younis/Khalil El Shorbagy Art Director
Heba Radwan Agency Producer
Lamis Youssef Account Supervisor
Omar Abouzeid Producer
Ahmed Mekky Director
Wael Farag Editor
Hosny Aly Sound Design/Arrangement
Azman Post Production
Business Unit Head: Ahmed Fayez/Tv Producer:mohamed Abdelaziz/ Animation
Mohab Abou El Nas Cameraman
Ahmed Hasan Lighting
Aly Fathalla Music
Sara Sherif Account Manager
Amr Farouk Director Of Photography
Cinepost EditingCompany