Cannes Contenders: MENA

Coca-Cola I See Coke

No doubt there’s plenty of purpose-heavy and pro-bono work coming out of the region that will continue to appeal to juries from the other side of the world but, for the sake of the business, I’ll focus here on work that saves brands before saving the world. The first one comes from our teams at VMLY&R and VMLY&R Commerce, for Coca-Cola. In a region where Coke is the challenger and not the leader, there was still one place Coca-Cola owned: movies and TV shows. So, we turned 100 years of product placements on the big screen into an interactive, shoppable experience using voice.

Coke – Coca-Cola - I See Coke [case study film]

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Heinz HeinzJack

A really fun World Cup hijack (and case film) from FP7. Taking the outdoor media buy from billboards in the field to a billboard in the crowd, which is pretty smart. Loved the way the team embraced what everyone seeing this case says to themselves from the very beginning; “FIFA will stop this”. No matter though, the stunt was done, content was created and fans were engaged (and very engaged). Big Kudos to Heinz’s bravery for green-lighting an idea that, on paper, was easier to shoot down than put forward.

Kraft Heinz – Heinz - Heinzjack

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McDonald’s The Drive-Thru School

If you have lived in Dubai, you know. The driving license process is one of the most stressful things in the region. Urban legend going around is that they will fail you on purpose, so you have to pay for another exam. So, imagine that tension being broken by a beloved brand logo popping up during the experience. This was no doubt a fantastic and relevant McDonalds product integration and partnership from Leo Burnett Dubai.

McDonald's – MCDONALD'S - The Drive Thru School

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Hilton Waitographer

Raise your hand if you are bad at taking other people’s group picture. This insight is so true, and even better when you talk about those we ask to perform this task the most: people waiting tables. By hiring a professional photographer to train their staff (beyond just the waiters), Hilton is proving they are really caring about the small details to provide a flawless hotel experience. A really fun activation and 'purpose' led idea from TBWA\RAAD. Yeah, purpose can be fun too!

Hilton – Hilton - Waitographer

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Hardee’s Super-Star Signal

If you get a chance to check the entry details at the Dubai Lynx winners' gallery, have a look at the Full Radio Script box. This idea is just that, fun. A nice way to connect to a social conversation happening around space exploration and the James Webb telescope images. Nicely crafted by _andUs, and with a consumer interaction layer that no doubt became a hook for direct sales of their menu’s.