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Coca-Cola Middle East
Finding Light in the Dark

RAN IN: United Arab Emirates, Saudi Arabia, Kuwait, Qatar, Bahrain

CLIENT
Coca-Cola Middle East

AGENCY
FP7/DXB (A part of McCann Worldgroup) *Lead Agency

Tahaab Rais (Regional Head of Strategic Planning / Creative Strategy Director)
Paul Banham (Executive Creative Director)
Tarek Ali Ahmad (General Manager - Business Unit)
Josephine Younes (Creative Director)
Nayaab Rais (Creative Director)


Memac Ogilvy & Mather Dubai *Lead Agency

Ramzi Moutran Sascha Kuntze (Executive Creative Director / Creative Director)
Sarah Bamford Gavin Stradi (Art Director / Copywriter)
Tarek Shawki Sara Sherif (Business Director / Associate Account Director)
Evan Kearney (Planning Director)
Amin Soltani Jimmy Alfred Shefali Vyas (Head of Production / TV Producer / Social)


UM MENA


SUMMARY

In a world beset with prejudice, Coca-Cola sent an invitation against prejudice from a region thats more divided than most - the Middle East. In Ramadan, we invited 6 strangers to a Dark Iftar, helping them see each other and the world in a new light, by simply turning off the lights. As they unbranded each other, Coca-Cola, one of the most-well known labels, unbranded itself too, with label-less cans.And for the first time, Coca-Cola won more respect, WOM and consumption than the market leader -Pepsi.

CASE STUDY

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CASE VIDEO


Hero Medium: PACKAGING

Medium Featured On Video: BRANDED CONTENT;CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);Viral (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);GUERILLA;Sampling/Trial;INTERACTIVE/ONLINE;Digital Video;INTERNAL MARKETING;PACKAGING;PR;PRODUCT DESIGN;SOCIAL MEDIA;A Dark Iftar

Audience: Cultural or Ethnic Group

Type: Business to Consumer

Classification: Multinational

Language: English