2015 Winners & Shortlists

Execution

Coca-Cola has decided to have a major come back into the Lebanese market in November 2014. While the stores were being made highly visible with Coca-Cola, a massive ATL campaign was also running throughout the whole month of November. But, Coca-Cola was also thinking of how can it engage further and create a symbol of unity in Lebanon. Lebanon, a small country that has its share of tensions, where a population of just over 4 million is divided into 18 different religious sects. Having this in mind, there is bound for some friction between so many in such a small space. Adding to that the major clashes that were threatening to spill over the border and into the country, the fast approaching festive season wasn’t looking so festive after all. So with all those challenges, how did Coca-Cola encourage people to put their differences aside and come together? What kind of a symbol of unity can Coca-Cola do, to help people come together? The answer was a Unique Christmas tree at the heart of Lebanon’s busiest district and malls: The Beirut Souks. A special Coca-Cola tree was built over one whole month, with over 3 tons of steel, where we used over 4800 Coca-Cola branded names, names that were printed on the cans from all religious backgrounds such as Ahmad, Maria, Joseph, Rami etccc. The tree was positively the talk of the entire town, where people came and interacted with it, looked for their names, and took pictures that were posted on all social platforms. The objective of having people from all religious backgrounds to come together to be part of the renewed festivities was achieved. Despite our differences, Ahmad, Maria, Michel, Samir and thousands of others stood side by side, and shared a moment of happiness, together.