2015 Winners & Shortlists

Brief Explanation

Egyptians love football; they live and breathe football, and it is the number one conversation trigger at every social event. A nation’s morale is dependent on the kick of a ball and a win instigates national pride and joy. After more than decade of failing to qualify for the World Cup, Egyptians were hopeful that this time their national team would make it. Yet much to the dismay of millions of Egyptians, this dream was turned to dust. Bubbles of excitement burst, conversations steered away from football and the World Cup. No one wanted to hear, see or talk football, and this was our biggest challenge of all. An icon of happiness and culture leader, Coca-Cola’s aim was to unite the Coca-Cola World Cup Anthem on the regional level and fly with it to Brazil. We partnered with Lebanese Nancy Agram and Algerian Cheb Khaled. The video follows the journey of three friends from the MENA region, and later developing into a an all day all night party set in the heart of Rio, in which everyone is invited. “Our anthem will bring the World to Brazil and Brazil to the World.”

Creative Execution

2014 was the World Cup year, and as a result prices in Brazil were skyrocketing and the country was overpopulated. Shooting in Brazil became arduous. Consequently, we researched for other locations that would resemble Brazil in both spirit and its geographical layout. After months of research we narrowed down our options to Greece, Spain and South Africa. We opted for South Africa, and succeeded in duplicating Brazil with its distinctive culture and people in the heart of South Africa, continents and oceans apart, and that was our biggest challenge. Moreover, it was not easy finding a young woman with Tunisian features, a young man with Egyptian features and another with Algerian features from South Africa.