| Brand | THE COCA-COLA COMPANY |
| Product/Service | COCA-COLA |
| Entrant | Y&R DUBAI, UNITED ARAB EMIRATES |
| Category | Live Experience |
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Entrant Company
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Y&R DUBAI, UNITED ARAB EMIRATES
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Contributing Company
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Y&R DUBAI, UNITED ARAB EMIRATES
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Contributing Company 2
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Y&R LABSTORE DUBAI, UNITED ARAB EMIRATES
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Contributing Company 3
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PIXEL PLUS MEDIA Dubai, UNITED ARAB EMIRATES
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Production Company
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CONCEPT VIEW MEDIA Dubai, UNITED ARAB EMIRATES
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The Campaign
Taking Home Happiness was a seasonal campaign that was activated in the Dubai International Airport to further build Coca-Cola’s brand love initiative amongst South Asians living in the UAE. The project awarded expats going home for the holidays with free extra baggage allowance, allowing them to carry more present home. Coca-Cola bottle labels doubled as special excess baggage tags, and a video of the activity was shared online to reach a wider audience and generate brand love.
100 bottles of happiness were given to passengers on their way home for the holidays to the Philippines, India and Pakistan – totaling in 2,500 kilos of free excess baggage. The video of the activation was shared online in order to take it even further on social media, especially amongst South Asians, with over 1 million views. Thanks to the online video, several local and international websites and online publications also covered the activity.
Credits
| Shahir Zag |
Y/R Dubai |
Chief Creative Officer |
| Ash Chagla |
Y/R Dubai |
Executive Creative Director |
| Kalpesh Patankar |
Y/R Dubai |
Executive Creative Director |
| Athina Afton Lalljee |
Y/R Dubai |
Copywriter |
| Nada Hassan |
Y/R Dubai |
Art Director |
| Rene Reda |
Y/R Dubai |
Group Business Director |
| Nora Ferneine |
Y/R Dubai |
Account Director |
| Dima Malaeb |
Y/R Dubai |
Account Executive |
| Sam Eid |
Y/R Dubai |
Head of Production |
| Subash Mishra |
Y/R Dubai |
Post Production Supervisor |
| Binnu Cherian |
Y/R Dubai |
Production Manager |
| Khushi Rawat |
Y/R Dubai |
Producer |
| Joseph Bihag |
Y/R Labstore Dubai |
Executive Creative Director |
| Zaakesh Mulla |
Y/R Labstore Dubai |
Business Director |
| Amina Ijaz |
Coca-Cola Middle East |
Group Brand Manager |
| Sherif Nashed |
Coca-Cola Middle East |
Brand Manager |
| Effie Kontopoulou |
Coca-Cola Middle East |
Marketing Manager |
| Tolga Cebe |
Coca-Cola Middle East |
Marketing Manager |
| Frederico Beja |
Concept View Media |
Director |
| Dalia Abuzeid |
Concept View Media |
Producer |