2014 Winners & Shortlists

The Campaign

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Results

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. Phase Three of the campaign included a series of online activities were launched, including a Twitter outdoor campaign, a Facebook application that allowed people to send their RAKs. Yet the star of this phase was Omar Taher's webisodes. We opted to work with Omar Taher, because he is a patriotic and courageous icon that is in touch with our heritage roots and culture. A young and popular figure, our target audience love him and could relate to him; making him an ideal choice for such a campaign.

Our chosen Crazy for Good (CFG) ambassador is the much loved and respected writer and journalist Omar Taher. The young and patriotic Taher and Coca-Cola joined forces to create a series of websiodes, in which Taher came up with a list of creative and non-conventional Random Acts of Kindness. One of the most popular RAKs was opting to create a map for Maadi, a popular district in Cairo that is famous for its frustratingly confusing infrastructure and road routes.

Coca-Cola successfully managed to hit a homerun with these popular webisodes. They were able to garner a smashing total of 70,000 views per episode.