2014 Winners & Shortlists

Brief Explanation

Coca-Cola wanted to communicate the importance of offline communication to the online generation. Especially in the UAE, a place full of amazing sites, people are constantly capturing their moments and sharing them online. This poses the question; do we become mere spectators of our own experience instead of being the protagonists? We needed to find a way to make people take a step back from their phone and enjoy the moment in front of them, before sharing online.

The Brief

In today’s society we’re so busy looking down at our phones that we often miss the moment happening around us. Coca-Cola wanted to re-ignite the true source of happiness by getting people to connect with the real world around them.

How the final design was conceived

We placed clear-screen installations in popular locations around the UAE. Each installation held an inspiring quote that appeared to ‘float’ within the environment. This enabled us to catch people in the moment and act as a conscience, reminding them to enjoy what’s in front of them first, before sharing online.

Indication of how successful the outcome was in the market

We engaged with millions of people across the UAE in a meaningful way (Dubai Mall has a weekly footfall of 12 million people alone), and measured a rise in true happiness when people put their phones away and enjoyed the moment with the people around them instead.