Tuesday, July 7, 2015

Labels are for cans, just don't win at Cannes.

In the last few days, Coca-Cola Middle East and FP7/DXB have been getting a lot of buzz about their 'No Label' cans. Creativity, AdWeek, Mashable, CNN, and Campaign, are just a few of the big players sharing this story, some have even gone far enough to say that this idea deserves to win big at Cannes.

Read on to see why this 'stunt' shouldn't win at the Cannes Lions International Festival of Creativity.

Even though the above design feels like a contradiction (If labels are for cans, shouldn't they be making them bigger instead of removing them?), a 'No Label' can of Coke is a mighty statement.

Here's why this idea, although for a super cause, shouldn't win at any creative award show in the world:

1) Absolut Vodka created a 'No Label' bottle back in 2009 for exactly the same reasons. See it here. And here's the press release.

2) The initial idea was created for Coke in 2013 and appears on the online portfolio of a freelance CD called Todd Waldron. These are some pictures from his website:

In an Absolut world, the "No Label" stunt by FP7 wouldn't even be considered for awards.

Memac Ogilvy won big last year with Coke "Social Media Guard" and UN Women's "Autocomplete Truth" although the originality of both campaigns was quite questionable.

So if you're a judge, please spread the word and let's start awarding gongs to people and agencies that really deserve it.

Basha out!!

Sunday, July 5, 2015

Coca-Cola stuns Egypt and creates 'No Label' can in UAE

Coca-Cola have been doing the rounds recently.

In Egypt, they surprised the whole industry by NOT airing their much anticipated Ramadan adverts on TV. Instead, they released a statement saying they'll air them only on Facebook and Youtube. while the money saved from purchasing airtime will go into developing 100 of the poorest villages.

Very smart move, let's just hope they actually spend ALL that money on the villages and really make a difference.

The 4 ads they've released online are beautifully produced and follow the same global approach of inviting people to take an extra second to get to know others before judging them. Because without prejudice, we make a happier world.

In UAE, Coca Cola have released the first ever 'NO LABEL' cans. From FP7 DXB's Facebook page:

"Coca-Cola has released the first-ever “No Labels” limited edition cans as part of an activation during Ramadan. These Coca-Cola cans send a powerful and timeless message that a world without labels is a world without differences. And that we are all basically just the same - human."

That's all really nice, only Absolut released their 'NO LABEL' bottle in 2009. It won several awards and was massively talked about at the time.

Here's an exert from Absolute's website:

"ABSOLUT VODKA is proudly introducing In An ABSOLUT World, There Are No Labels, a bold and innovative project where the brand is challenging labels and prejudice about sexual identities."

Read the ABOSLUT 'NO LABEL' press release here.


Do you think they'll enter it at creative advertising festivals around the world?
Or just at the Lynx maybe?

Let's hope they're bigger than that.

Basha out!!

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