2016 Winners & Shortlists

TAKING HOME HAPPINESS

Short List
BrandTHE COCA-COLA COMPANY
Product/ServiceCOCA-COLA
EntrantY&R DUBAI, UNITED ARAB EMIRATES
CategoryLive Experience
Entrant Company Y&R DUBAI, UNITED ARAB EMIRATES
Contributing Company Y&R DUBAI, UNITED ARAB EMIRATES
Contributing Company 2 Y&R LABSTORE DUBAI, UNITED ARAB EMIRATES
Contributing Company 3 PIXEL PLUS MEDIA Dubai, UNITED ARAB EMIRATES
Production Company CONCEPT VIEW MEDIA Dubai, UNITED ARAB EMIRATES

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

Name Company Role
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