Coca-Cola - "The Line Up Song (107s)" by ANDY Awards 2017
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Coca-Cola - "The Line Up Song (107s)"
- Brand: Coca-Cola
- Country: Egypt
- Advertiser: Coca-Cola Company
| Title | The Line Up Song (107s) |
| Brief | After 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 | FP7 McCANN Cairo |
| Campaign | The Line Up Song |
| Advertiser | Coca-Cola Company |
| Brand | Coca-Cola |
| Posted | April 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 |
| Length | |
| AI Description | The advertisement titled "The Line Up Song" for Coca-Cola, produced by FP7/CAI in 2017, revolves around revitalizing the Egyptian national football spirit. The ad is set in a vibrant, friendly community environment and aims to help wide audiences reconnect with the Egyptian national team after a long absence from competitions. Throughout the ad, scenes depict local people gathering in a lively setting, such as a hall with ping-pong tables and a retro boombox, symbolizing nostalgia and unity, as they chant and sing a catchy tune that celebrates the new lineup of the football team. Viewers are immersed in the energetic atmosphere, witnessing community gathering and the shared joy for the upcoming African Cup of Nations. The focus remains on local support, community pride, and a push for renewed enthusiasm for football as a national unifier. |
| Executive Creative Director | Ahmed Hafez Youness |
| Creative Director | Maged Nassar |
| Creative Director | Mohamed ELGhamrawy |
| Creative Team | Ahmed Fayez |
| Account Director | Sara Sherif |
| Account Supervisor | Ahmed El Shimy |
| Account Executive | Aslan Tarek |
| Account Executive | Hend Ali |
| Head Of Film Production Department | Heba Radwan |
| Agency Producer | Inas Nagy |
| Agency Producer | Moayad El Shenawy |
| Production House | BigFoot |
| Director | Maged Nassar |
| Art Director | Assem Ali |
| Director of Photography (DOP) | Ahmed El Morsy |
| Executive Producer | Begad Omran |
| Producer | Ahmed Azmi |
| Producer | Nada Faied |
| Music Studio | Byrdkill |
| Music Composer | Wael Alaa |
| Wardrobe / Stylist | Nada Adel |
| Post House | Lizard |
| Colorist | Karim Mira |
| Editor | Amr Rabee |