Egypt’s national football team was on a lucky streak in the early 2000s as it successfully won three consecutive African Cups, making Egypt the leading African nation in football with seven titles overall. That was of course before the 2011 revolution.

With political instability came casualties to society at large and football was one of the sore losers, with a massacre taking place during a match in Port Said stadium in 2012. In the years to follow, our national team reflected the sentiment of the nation, defeated, demotivated, divided. Naturally the audiences’ attention drifted and shifted to international leagues. And as if orchestrated, our colors changed. The once united, bright red streets turned into a multi-colored sign of indifference. The staple National Egyptian jersey in every closet, was slowly replaced with another.

Egypt’s national football team was on a lucky streak in the early 2000s as it successfully won three consecutive African Cups, making Egypt the leading African nation in football with seven titles overall. That was of course before the 2011 revolution.

With political instability came casualties to society at large and football was one of the sore losers, with a massacre taking place during a match in Port Said stadium in 2012. In the years to follow, our national team reflected the sentiment of the nation, defeated, demotivated, divided. Naturally the audiences’ attention drifted and shifted to international leagues. And as if orchestrated, our colors changed. The once united, bright red streets turned into a multi-colored sign of indifference. The staple National Egyptian jersey in every closet, was slowly replaced with another. Our initiative’s mission was to wake Egypt up, and encourage that we wear our red jerseys again.

Our campaign began with a docu-drama launched on social media that called for change. Highlighting our key insight and calling Egyptians out with the message, “If you’re really an Egyptian, you won’t wear another jersey!” Featuring key football stakeholders like renowned coaches, older star players from previous generations, popular commentators, our entire cast were authorities on Egyptian football. Coming together to request one simple jersey change.

Complimenting the online launch, our campaign moved aggressively on ground as we set up over 100 different redemption centers across the country whereby people could exchange their jerseys. Coke trucks circulated major cities also providing other opportunities for exchanging jerseys.

Our idea traveled in store as well, as we produced limited edition bottles with tearable sleeves.