Brand | THE COCA-COLA COMPANY |
Product/Service | COCA-COLA |
Entrant | Y&R DUBAI, UNITED ARAB EMIRATES |
Category | Posters |
Entrant Company
|
Y&R DUBAI, UNITED ARAB EMIRATES
|
Advertising Agency
|
Y&R DUBAI, UNITED ARAB EMIRATES
|
Brief Explanation
Our key objective was to make use of the iconic contour shape and give it a distinctly Arabic twist that would ensure that young Arabs feel an instant connection to the brand. Turning a hundred year old icon into something current, relevant and part of their lives.
The Brief
In 2015, the Coca-Cola glass contour bottle turns 100. Our brief was to celebrate the occasion by making the most iconic design in product history relevant to a new generation of Coke drinkers in the Middle East.
How the final design was conceived
Our answer was to turn the bottle into a new icon of pop-culture in the region by connecting it to our language. Not the traditional formal Arabic of our ancestors, but the language of today. One that takes inspiration from the written colloquialisms of the internet, employs the Arabic version of keyboard-born acronyms, and conveys that it is experimental and ever-changing. Much like today's youth.
The graphic Arabi-Contour posters take common Arabic expressions and depict them in a modern way by using single letters to mean words, instantly connecting Coca-Cola to the language and culture of the young generation.
Indication of how successful the outcome was in the market
The power of the Coca-Cola contour bottle graphic is so strong that even without a logo, you can't mistake it for anything else. By taking an iconic shape and script, that looks like yesterday but speaks like today, we turned a hundred year old icon into something new.
The expressions all celebrate the 100 year old bottle, but in a way that makes it fresh, cool and relatable to the young audience. We are now extending these posters further and turning them into a line of t-shirts and giveaways, and spreading the campaign to other Arab speaking markets.
Coca-Cola is one of the most loved brands in the world. But in the Middle East, it's not the market leader. Increasing brand love for Coke in the region is a key objective of all campaigns, and this campaign speaks specifically to the youth who are digital natives and very used to the shorter, text-style, way of communicating.
Credits
Shahir Zag |
Y&R Dubai |
Chief Creative Officer |
Ash Chagla |
Y&R Dubai |
Executive Creative Director/Creative Director |
Kalpesh Patankar |
Y&R Dubai |
Executive Creative Director/Creative Director |
Mohamed Kotait |
Y&R Dubai |
Designer |
Harvey George |
Y&R Dubai |
Copywriter |
Mohammed Soleiman |
Y&R Dubai |
Copywriter |
Mohamed Kotait |
Y&R Dubai |
Calligrapher |
Mohamed Kotait |
Y&R Dubai |
Illustrator |
Nora Ferneine |
Y&R Dubai |
Account Director |
Rene Reda |
Y&R Dubai |
Group Business Director |
Islam El Dessouky |
Coca-Cola Middle East |
Integrated Marketing Communications Manager |
Effie Kontopoulou |
Coca-Cola Middle East |
Marketing Manager |
Tolga Cebe |
Coca-Cola Middle East |
Marketing Manager/Middle East |
Antoine Tayyar |
Coca-Cola Middle East |
Director Public Affairs & Communications |