| Brand | COCA-COLA |
| Product/Service | COCA-COLA |
| Entrant | J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES |
| Category | Use of Branded Content / Programming / Podcasts |
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Idea Creation
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J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
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Media Placement
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UM MENA Dubai, UNITED ARAB EMIRATES
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Production
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FILM PUDDING Dubai, UNITED ARAB EMIRATES
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Write a short summary of what happens in the radio advert.
We created the Arab world’s first all-female football commentary crew to provide live play-by-play, stats and analysis for the Asian Football Cup match between Saudi Arabia and Japan. Our team consisted of influencers from the world of sports and pop culture. Our broadcast was livestreamed across 5 platforms and allowed female football fans to listen as an audio-only simulcast replacing the network broadcast audio transmission.
Cultural/Context information for the jury.
Females in the Middle East are currently battling for equal rights across several fronts. Despite some recent progress, certain areas of Arab society remain off limits to women. One of these is the sport of football. Even though female fans number in the millions, females have traditionally been excluded from the football experience. In fact, no females have ever even been allowed in an Arab-language broadcast booth; leaving women feeling excluded from the sport they love.
Provide the full radio advert script in English.
https://www.facebook.com/cocacolamiddleeast/videos/2227100990891332/
Credits
| Paul Banham |
J.Walter Thompson Dubai |
Executive Creative Director |
| Alex Murray |
J. Walter Thompson Dubai |
Copywriter |
| Alaa Demachkie |
J. Walter Thompson Dubai |
Creative Director |
| Tytus Klepacz |
J. Walter Thompson Dubai |
Senior Creative Director |
| Elie Abi Akar |
J. Walter Thompson Dubai |
Account Manager |
| Sasan Saeidi |
J. Walter Thompson Dubai |
CEO Gulf |
| Julia Schmutzler |
J. Walter Thompson Dubai |
TV Producer |
| Omar Al Ani |
J.Walter Thompson Dubai |
Community Builder |
| Farida Nassar |
J.Walter Thompson Dubai |
Community Builder |
| Emirhan Arat |
J.Walter Thompson Dubai |
Planning Director |
| Mazen Fayad |
Film Pudding |
Director |
| Film Pudding |
Film Pudding |
Production House |
| Nour Dagher |
Film Pudding |
Production |
| Layal Moukahal |
Film Pudding |
Production |
| Mark Hayek |
Film Pudding |
Production |
| Firose Parambil |
J.Walter Thompson Dubai |
Graphic Designer |
View Script
Links
Social Media URL