2014 Winners & Shortlists

CRAZY FOR GOOD

BrandCOCA-COLA EGYPT
Product/ServiceCOCA-COLA
EntrantFP7/CAI Cairo, EGYPT
CategoryPackaging
Entrant Company FP7/CAI Cairo, EGYPT
Advertising Agency FP7/CAI Cairo, EGYPT

Brief Explanation

Unraveling a list of ideas for RAKs that are easily executed, without offending anyone or overstepping one's boundaries. Our main challenge was creating messages that were culturally relevant and ones that could not be misperceived, especially because it is not always socially acceptable to buy a drink for a complete stranger. Our key objectivve was weaving a simple TV ad into a full fledged nationwide movement.

The Brief

Following the January 25 Revolution, people aspired to be good and do good. Two years later, this came to a halt. Coca-Cola, icon for happiness and cultural leadership guru opted to show them that they can still do good. Our challenge was convincing a nation to continue doing so. Nowadays, being kind is considered crazy, so by all means, it is time that we all “Go Crazy”; this was achieved by devising a three phase plan. One the means created was adding provocative messageson the can, with an aim to give people instant and easy ideas of Random Acts of Kindness (RAKs); ideas that could easily be integrated into their daiy lives or routines.

How the final design was conceived

The Coca-Cola can layout is divided into three main sections, one is saved for the logo, the second one for the ingredients and nutritional facts, while third one served as a clean slate ready for creation. And this is exactly what we did. We used this third section to create intricately calligraphed into provocative messages pushing people to engage in RAKs. Each design was created in relevance to the message accompanying it.

Indication of how successful the outcome was in the market

We not only succeeded in increasing our market share, but have also surpassed our main competitor by 0.2%. And in less than a month, 200* Facebook fan pages with 99,000 new fans, were created. Our Twitter followers also increased by 250%, an addition of 17,7000 followers*. The ad became the most viewed video in Egypt, with over 3,800,000* views. (*Source: Coca Cola Research Team). Moreover, celebrities became voluntary Crazy ambassadors, including satirical TV host Bassem Youssef, internet activist Wael Ghoniem and scriptwriter and columnist Belal Fadl. And various entities used the "Crazy for Good" platform for noble causes.

Credits

Name Company Role
Ahmed Hafez Fp7/Cai Creative Director
Ezzat Soliman Fp7/Cai Senior Graphic Designers
Yomna El Eseily Fp7/Cai Copywriter
Ahmed Fayez Fp7/Cai Business Unit Head
Magued Farahat Fp7/Cai Account Director
Ahmed Youssef Fp7/Cai Account Manager
Ahmed Nazmy Cocacola Egypt Marketing Director