2014 Winners & Shortlists

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 One: Search for Egyptians that perform random acts of kindness (RAK). The campaign was launched via TV, outdoors and online channels to feature them. A song by Cairokee and Aida El Ayoubi was also made, and we booked air time on two local radio channels to host our Crazy Masters. Phase Two: Encourage our target to do their own RAKs. This phase included our song's video, on ground activation, new packaging and mall activation. Phase Three: A series of online activities were launched, including a Twitter outdoor campaign, journalist Omar Taher's webisodes and a Facebook application that allowed people to send their RAKs. Moreover, journalist Youssef El Fakharany mentioned our movement several times on his radio show.

The eruption of the January 25 Revolution dug out a treasure trove of budding talents, be it musicians, graffiti artists, filmmakers or poets. One of the most popular musicians that our target audience loves and relates to are Cairokee. The up and coming band have a growing fan base of revolutionary youngsters; our main target audience. Coca-Cola commissioned Cairokee to create a song especially for this campaign.

Our song became an instant hit, garnering Coca-Cola a skyrocketing total of 599,708 views.