A large portion of the UAE’s population is made up of blue-collar workers from the Asian Subcontinent making the lowest wages in the country. In order to provide for their families, these workers had to make the move away from their loved ones in order to make enough money to support their families back home. These workers averaged around $6 a day, making it difficult to pay for even the smallest of things: calling home.
So Coca-Cola, with the help of Y&R Dubai, wanted to spread a little happiness by creating a unique phone booth that took Coca-Cola bottle caps as payment instead of money. They called this the Hello Happiness Phone Booth.
The Hello Happiness Phone Booth accepts bottle caps instead of coins to make a free three-minute international phone call. The booths were installed at labour camps where the workers live, making it easy for them to call home, any day at any time. Through the booth, every time a worker opened a Coke they were able to share a few minutes of happiness with their families back home.
Let’s face it. Coca-Cola is doing advertising the right way. What do you think?
Client: The Coca-Cola Company
Agency: Y&R Dubai
Chief Creative Officer: Shahir Zag
Creative Directors: Shahir Zag, Ash Chagla, Kalpesh Patankar
Copywriters: Ash Chagla, Athina Lalljee
Art Directors: Kalpesh Patankar, Khaled Said
Agency Producer: Sam Eid
Editor: Subash Mishra
Production Company: Pixel Plus Media
Production House: Dejavu