Brand | COCA-COLA |
Product/Service | COCA-COLA |
Entrant | FP7/CAI Cairo, EGYPT |
Category | Art Direction/Production Design |
Entrant Company
|
FP7/CAI Cairo, EGYPT
|
Advertising Agency
|
FP7/CAI Cairo, EGYPT
|
Production Company
|
LIGHTHOUSE FILMS Cairo, EGYPT
|
Brief Explanation
Capitalizing on its successful platform, ‘Obey You’, Sprite opted to dedicate its 2014 thematic campaign to tackling a rapidly growing phenomenon: People, namely youth, creating an alternative online world to which they escape to. They shift all their forces to seeking acceptance from other members of their virtual world by creating a fake persona and lifestyle. It was time to for someone to tell these youngsters that they needed to snap out of this fake life they have been sucked into.
This was translated into a fun ad, hammering on the popularity of Internet GIFs; we created a copy, staring a teenager girl. It 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. The art direction was intentionally made to look amateurish to enforce the idea that all these pictures were in fact user generated. We aimed to shout out the message that your “virtual fake” persona will never be right for you. Be proud of who you are and be yourself. Do not let anyone tell you other wise.
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 |