2013 Winners & Shortlists

Results and Effectiveness

1- Sales volume in oriental cafés increased by 20% 2- 80,000 exposed to the activation 3- 16,000 participated 4- Appealing taste attribute of Birell's among our target + 10.18%

Creative Execution

Man -up has always been Birell's shout to make men get over that taste. But this time a woman shouts at your face Man up. There is nothing more challenging to an Egyptian man than having his masculinity questioned by a woman. Captain Reda represents the ‘woman’ with physical strength and power which is the perfect test for any man on the streets of Egypt. Online film & Radio invitations, drove people to Birell's facebook page to know where Reda will be heading next.

Insights, Strategy and the Idea

Birell have always challenged an individual’s manhood through it's provocative advertising, the problem is that the brand is aging, the target loves the ads but not much the drink, main consumption is coming from 40+ age group and consumed for a functional reason. The idea was to challenge their manhood through various challenges that requires them to consume the product and acquire the taste.