2015 Winners & Shortlists

Brief Explanation

Ramadan is the time for people to celebrate and share their happiness with their loved ones. Our aim was to tighten Coca-Cola’s bond with its audience even further, and to prove once again just how close Coca-Cola is to the Egyptian consumer. Coca-Cola customized its cans with calligraphed names, nicknames, family titles and group relations, motivating and pushing people to buy personalized cans for them and their loved ones. Knowing that music is the most powerful way to develop an emotional connection with consumers, we teamed up with Egyptian composer and producer Hassan El Shafie to create a fresh and catchy song to help introduce our campaign in an innovative manner that would grasp the attention of a diverse target, with a special focus on youth.

Creative Execution

The lyrics comprised of a collection of names and titles – each star had a few seconds to utter the name – masterfully spun into a modern fusion of funk, acid jazz and hip-hop. The song was later on altered via auto-tuning – an effect that distorts the human voice when pitch is lowered or raised significantly – and thus creating the a special effect, similar to a synthesizer, whereby you hear one’s voice leap from note to note stepwise.