2014 Winners & Shortlists

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.

Describe how the promotion developed from concept to implementation

We placed clear-screen installations in popular locations around the UAE. Each installation held a quote that appeared to ‘float’ within its environment, inspiring onlookers to enjoy the moment in real life before sharing it online.

Describe the success of the promotion with both client and consumer including some quantifiable results

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 those around them instead.

Explain why the method of promotion was most relevant to the product or service

Under the brand umbrella of ‘Open Happiness’, we found a unique opportunity to act as a conscience, encouraging people to put their phones down and seize the moment as it happens.