2014 Winners & Shortlists

The Brief

Ramadan is a time for compassion and good deeds through charity. However, over the years, the very act of giving has gradually diluted in emotional essence and become more of mechanical and impersonal going against what the real Ramadan values stood for. The aim was to revive the true meaning of giving by growing the emotional tie between those who give and those who need. Since words are the most genuine forms of emotional expression, we gave the public a platform to contribute genuinely from the heart.

Creative Execution

Pepsi is an iconic consumer brand that enjoys high consumer affinity and while for them Pepsi is all about stimulating refreshment that makes them feel current and connected, Ramadan is about being connected with values and good deeds that makes a difference.

Describe the creative solution to the brief/objective.

The campaign took shape through a powerful motto of - yallana3ti. To exploit the idea to its potency of “giving”, we partnered with well known charity organisations, 'Inssan' and 'Al Birr' that supervise and take care of orphans. Through our brand facebook page, a microsite (www.yallana3ti.com) and on-ground special booths, we invited consumers to get involved and write a personalized message coupled with a toy of their choice dedicated to these orphan kids. A yallana3ti hashtag was created for Facebook and twitter to nurture the positive conversation further.

Results

With the arrival of Eid, more than 665,749 messages were printed and delivered with toys filling the hearts of the little ones with warmth and joy. +3 Brand I Love vs. PAGO +1 “Supports causes that help our society” vs. PAGO 84% campaign recognition vs 50% norms 96% Positive Sentiment 11,000+ Twitter mentions 44,000+ Facebook interactions 1.9 million TVC views online 15 million+ Facebook impressions 2 million website visits & 11 million page views In the end the children may or may not remember the toys they got, nor the participants remember what they gave, but both will never forget the special words written in each other’s hearts.