2017 Winners & Shortlists


Product/ServiceCOKE RED
EntrantFP7/CAI Cairo, EGYPT
CategoryIntegrated Campaign Led by Direct
Idea Creation FP7/CAI Cairo, EGYPT
Production FP7/CAI Cairo, EGYPT

The Campaign

Rooted in this unspoken truth, our idea flourished when Coca-Cola decided to highlight a worrying observation. How were Egyptians wearing other countries’ jerseys and not their own? As silly as it seemed, as indicative as it was to so much more. Egyptians not wearing their national jerseys was a sign of apathy and disloyalty. We needed to wake Egyptians up. It was time to start wearing our jerseys again. Our message was simple, if you’re really Egyptian, you won’t wear another jersey, give us any other jersey you have, and we’ll replace it with an Egyptian one. Be it authentic or fake, any jersey could be replaced with Coca-Cola. The initiative would be a win win for all, as our consumers got their new jerseys and the collected old ones would be recycled into duvets for the homeless to use in rural areas in the Delta region.

Creative Execution

Our campaign began with a docu-drama launched on social media that called for change. Highlighting our key insight and calling Egyptians out with the message, “If you’re really an Egyptian, you won’t wear another jersey!” Featuring key football stakeholders like renowned coaches, older star players from previous generations, popular commentators, our entire cast were authorities on Egyptian football. Coming together to request one simple jersey change. Complimenting the online launch, our campaign moved aggressively on ground as we set up over 100 different redemption centers across the country whereby people could exchange their jerseys. Coke trucks circulated major cities also providing other opportunities for exchanging jerseys. Our idea traveled in store as well, as we produced limited edition bottles with tearable sleeves.


The campaign successfully distributed over 100,000 Coca-Cola Egypt jerseys and in result produced 1,000 duvets for the homeless this winter. Online, the campaign reached 40 million users and was shared by over 20 different online publications for free. Influencers, celebrities and opinion leaders all over the country shared the campaign and participated by using our hashtag to show off their own new Coke jerseys that they had exchanged in support of the initiative. Prime time TV shows featured our campaign and interviewed Coke’s Brand Manager live to help promote the initiative, achieving over $50,000 in earned media.

This campaign was led by direct marketing and was designed with direct marketing at its epicenter. The initiative allowed for one on one engagement between the brand Coca-Cola and its target, the Egyptian football fan. Asking people to show their support for their national team, Coca-Cola had redemption centers and circulating trucks all over the country whereby consumers/fans could exchange any jersey for a new Coca-Cola Egypt jersey.

With competition being the main sponsor of the event and most of its star players, Coca-Cola needed to work on what it owned, The Egyptian Fan. For Coca Cola, the brand that supported the Egyptian football fan for the last decade, this state of apathy was a crisis! Coke felt it had a responsibility towards its consumers. And with all brands across the country communicating the event, we decided to stray away from the field, from the game and get closer to the emotion and the stifled pride in Egyptians. Our campaign wasn’t about football, it was about being proudly Egyptian.


Name Company Role
Ahmed Hafez Youness FP7/CAI ECD
Maged Nassar FP7/CAI CD
Maged Nassar FP7/CAI CD/ Director
Rami El Kerdani FP7/CAI CD
Rana Kahiry FP7/CAI Senior Copywriter
Mohamed Abdel Hamid FP7/CAI Senior Graphic Designer
Ahmed Fayez FP7/CAI Business Unit Head
Mostafa Abdelmawla FP7/CAI Senior Graphic Designer
Sabrina Ghoneimi FP7/CAI Copywriter
Sara Sherif FP7/CAI Senior Account Director
Ayman Anwar FP7/CAI ACD/ Head of design and branding
Ahmed El Shimy FP7/CAI Account Supervisor
Aslan Tarek/ Hend Ali FP7/CAI Account Executive
Islam Zayed FP7/CAI Art Director
Hicham Rahma FP7/CAI Senior Graphic Designer
Hend Ali FP7/CAI Account Executive
Ahmed Samir Samy FP7/CAI Graphic Designer
Heba Radwan FP7/CAI Head Of Film Production Department
Inas Nagy/ Moayad El Shenawy FP7/CAI Producer
Moayad El Shenawy FP7/CAI Producer
Maged Nassar N/A Director
Assem Ali N/A Art Director
Ahmed Tahoun N/A DOP
Begad Omran Big Foot Executive Producer
Ahmed Azmi BigFoot Producer
Nada Faied BigFoot Line Producer
Karim Mira Lizard Colorist
Amr Rabee Lizard Editor
Wael Alaa Byrdkill Music Composer
Hosny Ali The Garage Sound Designer
Nada Adel N/A Stylist
Islam Hossam N/A VO
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