Coca-Cola presented the “89 Fans from 89” campaign developed for the Egyptian Football Association. The project was awarded with the Integrated Grand Prix at the Dubai Lynx Awards this year for the creative approach it was built on.

Last year the Egypt team was to play against Algeria in the final game of their 2010 World Cup Qualifiers, and the developers of the project decided to build the campaign on the previous game of the two rivals, which took place back in 1989. TV ads and billboards saying “I was there” featuring the year 1989 were helping to find people who attended the match between the teams 20 years ago and were ready to share their memories.

The developers of the campaign shot a 3 minute TV documentary/commercial dedicated to the project about the old match to explain the whole idea. People could send material from the 1989 game and tell how it was back then.