Brand | COCA- COLA MIDDLE EAST |
Product/Service | 100 YEARS OF CONTOUR |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | Use of Ambient Media: Small Scale |
Entrant Company
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Production Company
|
ABIS STUDIO Bucharest, UNITED ARAB EMIRATES
|
Production Company 2
|
BLUE CACTUS FILMS Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
2015 was the centennial anniversary of the Coca-Cola Contour bottle, the most iconic piece of branding in the history of marketing. On this special occasion we wanted to not only celebrate its shape but take a more holistic approach and bring to light the design background of this bottle. We created a unique design piece unlike any other to reconnect with our audience.
A limited number of 100 pieces were made by hand in collaboration with glassmakers, welders, carpenters, lathe workers and printers to tell the exceptional story of the evolution of the Contour bottle.
Results and Effectiveness
Each box was handed over personally on the 16th of November (the actual birthday) by a representative of the brand, making the valuable design piece even more special.
Each chest is one of a kind just like the early Coca-Cola bottles and cannot be purchased anywhere.
As a result, it is considered an exceptional gesture of acknowledgement to have been given one of these 100 boxes.
Creative Execution
We created a very limited number of boxes to give them the appeal of a rare collector’s piece. Every element was made by hand to add value. On top of that each box was delivered by a representative of the Coca-Cola Company, in today’s perfect world where ice cream is delivered to your doorstep, this “old-fashioned” approach made a huge difference in how the design piece was received.
Insights, Strategy and the Idea
Our audience was partners and bottlers of the Coca-Cola Company. These were no strangers to customized memorabilia and needed to be addressed differently.
Credits
Paul Shearer |
Memac Ogilvy |
Chief Creative Officer |
Ramzi Moutran |
Memac Ogilvy |
Executive Creative Director |
Sascha Kuntze |
Memac Ogilvy |
Creative Director |
Sascha Kuntze |
Memac Ogilvy |
Copywriter |
Irfan Ghani |
Memac Ogilvy |
Art Director |
Irfan Ghani |
Memac Ogilvy |
Designer |
Tarek Shawki |
Memac Ogilvy |
Business Director |
Amin Soltani |
Memac Ogilvy |
Agency Producer |
James Alfred |
Memac Ogilvy |
Agency Producer |
Tamara D'Costa |
Memac Ogilvy |
Agency Producer |
Sukesh Babu |
Memac Ogilvy |
Print production |
Ramadan Ibrahim |
Memac Ogilvy |
Retoucher |
Gabi Antal |
Abis Studio |
Studio Producer |
Marius Apopei |
Abis Studio |
Director Of Photography |
Loredana Moise |
Abis Studio |
Post Production Supervisor |
Mariana Andriescu |
Abis Studio |
Logistical support |
Tolga Cebe |
Coca-Cola Middle East |
Marketing Manager |
Islam ElDessouky |
Coca-Cola Middle East |
IMC Manager |
Effie Kontopoulou |
Coca-Cola Middle East |
Coke Marketing Manager |
Herman Meingeist |
Blue Cactus films |
Producer |