Coca-Cola | Anyone But Wael

Integrated Promotional Campaign

Following Egypt's failure to qualify for the 2014 FIFA World Cup in Brazil, we turned a national football disappointment into an opportunity for humour and consumer engagement. Egyptian footballer Wael Gomaa had scored an own goal during the qualifiers, contributing to Egypt's elimination from the tournament.

Featuring Wael portraying different characters from the community, Anyone But Wael played on a simple idea: Wael wasn't going to Brazil, but any other Gomaa could.

The campaign brought the joke to life through an under-the-cap promotion, giving consumers the chance to win a trip to the World Cup and other prizes.

The campaign earned Bronze at the Dubai Lynx Awards in Promo & Activation and was shortlisted in Film Craft.