2019 Winners & Shortlists

Write a short summary of what happens in the film.

Much like all our other football content, our music video was catchy, cool and utterly silly. Silly enough to get millions’ attention in the massive clutter. In true honor of the occasion and its real rituals, our video iconically featured World Cup Panini cards. The entire film was said through Paninis, but rather than featuring the stars we didn’t have rights for, we featured our own stars, the real Egyptian fan!

Cultural/Context information for the jury

It’s been so long time since Egypt was playing in the world cup and all Egyptians got very patriotic, trying to show off by holding the flags and wearing the national team jersey which costs around $100 !!! the jersey was more expensive than a family’s entire monthly grocery stock! But what was the alternative, hit the streets wearing just any old red t-shirt you had lying around? For an occasion as big as this one? This was Egypt! This was the World Cup! This was something we were all waiting for in the past 28 years! Banking on this key tension point, Coca-Cola Egypt decided to give the nation jerseys! How? Through buying our can.

Tell the jury about the casting process.

For the football fans, the enthusiasm is not only about the high-profile tournament but the enjoyment of collecting the Panini World Cup sticker cards and album. To live in the game spirit, a real fan knows by heart every player name, rank and team. Building on this we decided to alter the real album look with diversity of cast representing different eras that repute the authentic panini sticker album through variety of haircuts, features, styling...etc. so the target can recognize the real album look and feel and relate to our ad.