Dubai Lynx

Pepsi 'We are Algeria'

IMPACT BBDO, Cairo / PEPSICO / 2017

Film
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In the film, Algerian-native & world-renowned football star Riyad Mahrez is the voice of motivation & symbol of hope for Algerians. In the opening scenes, we see citizens leading their day-to-day lives in an ordinary manner, when suddenly, all broadcasting signals are hacked by Mahrez - this leads to a nation-wide interruption; as everyone stops to hear what he has to say. Here, Mahrez begins his patriotic speech motivating Algerians by reminding them of their resilience, strong will & reminding them of past football victories. Throughout the film, we see a huge crowd emerge at a large square in the city, where people have stopped to watch Mahrez on a large digital screen. Suspense continues to build up as a strong sense of synergy is formed between Mahrez & the people; their movements are in-sync & by the end of the copy they are cheering after him “We are Algeria!”

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