| Title | COCA-COLA HAPPINESS ARCADE |
| Brand | COCA-COLA |
| Product / Service | COCA-COLA |
| Category | A05. Use of Other Digital Solutions in a Direct Campaign |
| Entrant | GREY BANGLADESH Dhaka, BANGLADESH |
| Entrant Company | GREY BANGLADESH Dhaka, BANGLADESH |
| Advertising Agency | GREY BANGLADESH Dhaka, BANGLADESH |
| Name | Company | Position |
|---|---|---|
| Per Pedersen | Grey New York | Deputy Worldwide Chief Creative Officer |
| Syed Gousul Alam | Grey Advertising Bangladesh Ltd. | Chief Creative Officer |
| Constantine Chew | Grey Advertising Bangladesh Ltd. | Group Creative Director/Art Director |
| Jaiyyanul Huq | Grey Advertising Bangladesh Ltd. | Associate Creative Director/Art Director/Copy Writer |
| Anam Biswas | Grey Advertising Bangladesh Ltd. | Copywriter |
| Akrum Hossain | Grey Advertising Bangladesh Ltd. | Art Director |
| Abdullahil Maruf | Grey Advertising Bangladesh Ltd. | General Manager |
| Mahmudul Islam Danny | Grey Advertising Bangladesh Ltd. | Operations Manager |
| Bitop Das Gupta | Grey Advertising Bangladesh Ltd. | Planning Manager |
| Ummiya Rahman | Grey Advertising Bangladesh Ltd. | Planner |
| Tanvir Ahsan | Half Stop Down | Director |
| Hassan Mohibour Reza Rubel | Hexagon Communication Limited | Production Head |
| Golam Kibria Rana | Hexagon Communication Limited | Production Manager |
| S. I. Bhuiyan Rumy | Sketch IT | Project Director |
| Abdullah Zabir Bhuiyan | Sketch IT | Project Co/Ordinator |
| Faisal Rahman Rubence | Sketch IT | Head Of Graphics |
| Manami Sunjia Hossain | Grey Advertising Bangladesh Ltd. | Agency Producer |
| Ahsanullah Babu | Grey Advertising Bangladesh Ltd. | Creative Supervisor |
Dhaka is a densely populated city of 15 million people, where no one cares about recycling. This carelessness has made it a polluted city and took it to the innumerable lists of the ‘worst liveable cities in the world’. So the objective was to make people aware of the act of polluting and make them active in recycling. The primary target audience was the Coca-Cola consumers, but it also meant to encourage others through the campaign. However, recycling is a habit, which happens slowly. So the strategy was to bring the positive change by enticing people into the habit.
It's impossible to come across a single Bangladeshi youth who hasn't played a game on the arcade machine. With limited access to television and other forms of entertainment, arcades were the only option for the audience for a 'pressure release' and exploring happiness. The reason we integrated an Arcade Machine into the idea was so that we could re-connect with nostalgia and bring the happiness back during the experience. We used this as the hook to attract them to actively participate in recycling. And Coca-Cola being the happiness agent was the most appropriate brand in catalysing happiness through recycling.
Recycling was never fun. So the solution was to make people realize that recycling isn't a chore, rather it can bring happiness by making the city cleaner. But the consumers didn't have recycling in their active consciousness. Therefore, we needed to build a connection between the act of recycling and the feeling of happiness. It was high time to attract them to start recycling and to inject the habit in such a way that entices people to repeat the action.
The campaign had a target to imbibe the habit of recycling among the consumers. In comparison to the current situation, where no one is actively concerned about recycling, we managed to collect 1860 bottles and touch over 3,000 people; in just a week. The campaign is still going on and we expect the habit to spread a lot more.