2022 Winners & Shortlists

Cultural / Context information for the jury

Tea has always been the number one drink in Egypt. So much so that it captures a whopping 92% of the market share - among every social class there is. For people in Egypt, it's about the action of drinking tea more than the tea itself. Coffee on the other hand, has always been treated like the bourgeoisie drink. Specifically for the Egyptian blue collar - who are 50% of the population. In an extremely price sensitive country, people are constantly bombarded with hundreds of real state advertising billboards on almost every street in Cairo, loaded with hefty price tags that show case unaffordable houses on sale. Owning an apartment in Egypt is a great investment for those who can afford it. For so many others, owning one is a far-fetched lifetime dream. Making it one of the biggest issues being faced by a large mass of the Egyptian society.

Please tell us about the brand in relation to the locality or market where the product / service is distributed

Bonjorno Coffee mix, Egypt’s best selling and most consumed instant coffee, decided to create a solution through one of the biggest promotional offers. Buying a Coffee mix sachet granted people the chance to win a luxury apartment through a national raffle. To announce this generous prize, we had a great idea in mind: a teaser and reveal outdoor campaign. Drawing attention with a very bold unbranded message that was strategically placed beside the big real state Ads: A luxury apartment for only 2 Egyptian pounds. Without stating that the price was the actual Coffee mix Sachet. The billboard was a huge success making it the talk of the town. Almost every Egyptian was curious striking many news and social media conversations. As every good mystery looses it’s spark, we quickly revealed our offer announcing that the only thing standing between them and their dream apartment is a Coffee Mix sachet.