In Dubai, Coca-Cola picks up the tab for excess baggage

Coca-Cola "Taking Home Happiness #WishUponACoke" by Y&R Dubai.
Coca-Cola "Taking Home Happiness #WishUponACoke" by Y&R Dubai.

Soda maker helps some passengers in need at airport

DUBAI — To support Coca-Cola's message of "opening happiness," Y&R LabStore and Y&R Dubai helped the soda-maker ease the burden of travelers to Dubai International Airport.

The video documenting the activation features people from overseas at the airport checking in their baggage to return home. Coca-Cola promoters approach travelers struggling with excess baggage and offer them a bottle of Coca-Cola. When the recipients remove a second label on the bottle, they discover a tag that will cover the cost of their excess baggage.

The text on the brand’s YouTube page explains: "As part of Coca-Cola’s new Wish Upon a Coke campaign, we decided to surprise people on their way home for the holidays at one of the busiest airports in the world — Dubai International Airport. To do this, we created a special label for Coke bottles that doubled as an excess baggage tag. Passengers unable to carry many presents because of overweight luggage were then surprised with our special bottles, allowing them an extra 5 kilos of happiness – a wish come true!"

Campaign credits

Client: Coca-Cola Middle East
Agency: Y&R Dubai

Group brand manager: Amina Ijaz
Marketing manager: Effie Kontopoulou
Marketing manager/Middle East: Tolga Cebe

Y&R LabStore Dubai:
Executive creative director / creative director: Joseph Bihag
Business director: Zaakesh Mulla

Y&R Dubai:
Executive creative director: Kalpesh Patankar
Executive creative director/creative director: Ash Chagla
Copywriter: Athina Lalljee
Art director: Nada Hassan
Group business director: Rene Reda
Account director: Nora Ferneine
Account executive: Dima Malaeb
Strategic planner: Munther Al Sheyyab
Head of production: Sam Eid
Post production supervisor: Subash Mishra
Production manager: Binnu Cherian
Producer: Khushi Rawat
Production house: Concept View Media
Director: Frederico Beja
Producer: Dalia Abuzeid
Sound engineer: Ricardo C

This article first appeared on

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a subscriber


The latest work, news, advice, comment and analysis, sent to you every day

register free