Campaign India Team
Jan 28, 2015

Coca-Cola offers excess baggage, opens happiness

Activation by Y&R LabStore was executed at Dubai International Airport

The video features several people from overseas at the airport checking in their baggage to return home. The activation involved Coca-Cola promoters approaching those struggling with excess baggage and offering them a bottle of Coca-Cola. When a second label on the bottle added on for the exercise was removed, they discovered an excess baggage tag for 5 kilos on its reverse.
 
The text on the brand’s YouTube page explains: “As part of Coca-Cola’s new Wish Upon a Coke campaign, we decided to surprise people on their way home for the holidays at one of the busiest airports in the world – Dubai International Airport. To do this, we created a special label for Coke bottles that doubled as an excess baggage tag. Passengers unable to carry many presents because of overweight luggage were then surprised with our special bottles, allowing them an extra 5 kilos of happiness – a wish come true!”
 
Credits
 
Client: Coca-Cola
Agencies: Y&R LabStore Dubai/ Y&R Dubai
 
Y&R LabStore Dubai:
Executive creative director /Creative director: Joseph Bihag
Business director: Zaakesh Mulla
 
Y&R Dubai:
Executive creative director: Kalpesh Patankar 
Executive creative director/Creative director: Ash Chagla
Copywriter: Athina Lalljee
Art director: Nada Hassan
Group business director: Rene Reda
Account director: Nora Ferneine
Account executive: Dima Malaeb
Strategic planner: Munther Al Sheyyab
Head of production: Sam Eid
Post production supervisor: Subash Mishra
Production manager: Binnu Cherian
Producer: Khushi Rawat
 
Client: Coca-Cola Middle East
Group brand manager: Amina Ijaz
Marketing manager: Effie Kontopoulou
Marketing manager/Middle East: Tolga Cebe
 
Production house: Concept View Media
Director: Frederico Beja
Producer: Dalia Abuzeid
Sound engineer: Ricardo C
 

 

Source:
Campaign India

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