2015 Winners & Shortlists

The Brief

Egypt is a football nation; the love of this game has been passed on from one generation to the next. Young football lovers transform side streets and alleyways into stadiums. In a country with a large segment living under the poverty line, many of these youngsters are forced to give up their football dreams. No access to school or sports clubs limits their chance of playing football. Copa Coca-Cola went on a nation wide search, including downtrodden, forgotten, and secluded youth centers, to give these unfortunate talents a chance. We wanted to be the brand that makes dreams possible.

Creative Execution

Young footballers are constantly wondering how established footballers get to the top. They too want a slice of the football stardom cake. And this is what Copa Coca-Cola succeeded to do: Give these youngsters an opportunity to achieve their dreams. An icon of happiness and a culture leader, Coca-Cola opted to seek out these less fortunate hopefuls and pave their way to happiness, hope and success. Coca-Cola, one of the World Cup’s sponsors had a direct impact on many young footballers, and it was very rewarding to be able to inflict immediate happiness on the lives of many unfortunate youngsters.

Describe the creative solution to the brief/objective.

Inviting the world’s greatest football player Pele to endorse this sports milestone. He appeared on talk shows to promote the event, in addition to giving a motivational speech to the thousands of young footballers at the inaugural event, held at the Pyramids. A TVC celebrating the launch was aired, starring the coach Manuel Jose, former coach of Egypt’s number one team, Al Ahly. Jose became an ambassador and talent scout. He picked the eight most talented footballers, which were sent to Brazil with the tournament’s winners. The TVC was supported with an OOH campaign and 200 youth centers were branded.

Results

Copa Coca-Cola traveled to 25 governorates to host the matches in more than 200 youth centers. These youth centers were branded by Copa Coca-Cola, and thus transformed into Copa Coca-Cola hubs. Out of 32,000 footballers , 12 players were picked to play in top football clubs in Egypt. The number of teams that participated in this tournament was 4,000 . the total combined views for the all of the TVCs on YouTube 3,415,869. Four of our winners later became members of the National football team. Key Performance Indicators (KPIs): Is For Football Fans (Total): +17% Always Doing New Things: +11%