Brand | COCA-COLA |
Product/Service | COCA-COLA |
Entrant | FP7/CAI Cairo, EGYPT |
| 2 of 2 Campaign |
Category | Script |
Entrant Company
|
FP7/CAI Cairo, EGYPT
|
Advertising Agency
|
FP7/CAI Cairo, EGYPT
|
Production Company
|
LIGHTHOUSE FILMS Cairo, EGYPT
|
Brief Explanation
Sprite opted to dedicate its 2014 thematic campaign to tackle a rapidly growing phenomenon: Youth creating an alternative online world to which they escape. They shift all their forces to seeking acceptance from other members of their virtual world by creating a fake persona. It was time to tell these youngsters that they needed to snap out of this fake life. Your “true” self will always be better than any “fake” or “virtual” self you try to create.
This was translated into a catchy ad, hammering on the popularity of Internet GIFs; we created a copy, staring a teenager girl. Our copy was created to appear user generated with a low budget, giving it a raw and edgy feel. Cutouts of our star embracing her fake persona (posing and pouting lips) were haphazardly pasted on to scenes from her daily “real” life. Youth are rebellious and tend to ignore any advice given from a “grown up”. Our script was written in their ‘lingo’ to appeal and not to alienate our target. We avoided using an authoritative voice. Sprite spoke their language and referred to examples and insights from the youth’s daily lives to show them just how much better off they are letting their true selves shine.
Credits
Ahmed Fayez |
FP7/CAI |
Business Unit Head |
Magued Farahat |
FP7/CAI |
Account Director |
Amr Younis |
FP7/CAI |
Senior Account Manager |
Mai El Rawi |
FP7/CAI |
Account Executive |
Heba Radwan |
FP7/CAI |
Head Of Production |
Inas Nagi |
FP7/CAI |
Tv Producer |
Ashraf Hosafy |
FP7/CAI |
Tv Producer |
Mahmoud Enayet |
FP7/CAI |
Post Production Supervisor |
Tameem Younis |
FP7/CAI |
Creative Director |
Maged Nassar |
FP7/CAI |
Creative Director |
Sherif Youssef |
FP7/CAI |
Art Director |
Ezzat Soliman |
FP7/CAI |
Senior Grapic Designer |
Mohamed Abdel Hamid |
FP7/CAI |
Senior Graphic Designer |
Hassan El Shahawy |
Coca/Cola Egypt |
Senior Brand Manager |
Tarek Metwally |
Coca/Cola Egypt |
Brand Manager |
Ibrahim Wagdy |
Coca/Cola Egypt |
Assistant Brand Manager |
Sherif Moussa |
Coca/Cola Egypt |
Assistant Brand Manager |
Ali Ali |
Aliali |
Director |