2022 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

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Background

After 18 months of the world as it is, we had an opportunity to inject some optimism at the start of 2022 in what should be the most optimistic week of the year, the first week of January.

Describe the creative idea (20% of vote)

We decided to get people to take a look around at the Real Magic happening all around them using the tallest building in the world in a giant live event. A perfect venue not just as a symbol of human optimism, but with a large international footfall at its base.

Describe the strategy (20% of vote)

everyone

Describe the execution (30% of vote)

Using 1.5 million lights installed up the Burj, we projected real-time data of the amount of human connections happening around the base of the building - from the amount of hugs, smiles or birthdays - to there being 74 nationalities in one place. We finished with a special live moment. A crew member thinking she was there to work on our film, got a 760m tall surprise - a proposal from her partner on the Burj — a world first. The event became a reminder that the best stuff in life is everywhere around us already. We just have to take look.

List the results (30% of vote)

Striking a chord of optimism for a new year, the event didn’t just engage the many who were there, but was heavily shared by those who saw it online in the following days — making one of Coca Cola’s most successful campaigns in the region.