Lizard
Post-Prodcution at J. Walter Thompson Riyadh
Cairo, Egypt
TitleThe Line Up Song (107s)
BriefAfter six years of not competing in any national competitions, and the previous team having retired, the players of the Egyptian soccer team were unknown to most people. As the team geared up for the African Cup of Nations, Coca-Cola needed to help Egyptians memorize the new line-up that was about to represent them. A cheery song did the trick.
Agency
Campaign The Line Up Song
Advertiser Coca-Cola Company
Brand 46664/Coca-Cola
PostedApril 2017
Business Sector Soft Drinks, Tonics
Story Summary:
After 6 years of not competing in any national competitions, and the previous team having retired, the players of the Egyptian national team have become unknown to most people. As the team starts to gear up for the African cup of nations, coca cola, the brand that has always supported the Egyptian fan, needed to help Egyptians memorize the new line up that was about to represent them, and get them hyped for the football season.
Cultural Context:
On February 1st, 2012, a match held in Port Said Stadium between two rivals in the Egyptian League ended abruptly in a bloody massacre that turned the Egyptian fan into a victim and Egypt’s national sport, football, into the martyr. With a strict ban on live audiences at any matches for the next 3 years, Egypt’s favorite sport lost its fervor, its passion, its fans. Reflecting the country’s overall sentiment, our national team’s performance started to plummet, missing one too many chances at making it into important global championships. This in turn led to the team losing its fans not only physically but emotionally as well.
This year with increased stability in the country and a new national team of young players, Coca Cola is on a mission to revive the Egyptian fan’s passion, helping them cheer on the young team to victory.
Media Type Web Film
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