CLIENT
The Coca-Cola Company
Manolo Arroyo, Global Marketing Chief Officer
Selman Careaga, Global Category President
AGENCY
Nick Walsh, Chief Executive Officer
Miguel Bemfica, Chief Creative Officer
Fabio Medeiros, Head of Strategy
Maha El Hawari, Group Account Director
Harvey George, Senior Arabic Copywriter
Ahmed Samir, Senior Copywriter
Ziad El Kurdi, Senior Copywriter
Bilal Rachman, Senior Strategist
Leila Katrib, ECD
Hamid Bekhettou, Senior Arabic Copywriter
VMLY&R COMMERCE GLOBAL
Alberto Triana, Creative Director
Oswaldo Sa, Group Creative Director
Federico Mariani, Creative Director
Sergio Leon, Group Creative Director
Sebastian Cuevas, Associate Creative Director
David Pinilla, Associate Creative Director
Lucas Pimenta, Motion & Content Designer
Ivan Mayes, Chief Technology Officer
Thomas Mercurio, Associate Director, Project Management
Michael May, IT Director
Angelica Galvis, Head of Art & Design
Jhon Igua, Art Director
Esteban Fino, Creative Director
William Nino, Junior Art Director
Juan Prieto, Creative Director
Jonhatan Bolivar, Motion & Content Designer
Dariel Bogota, Motion & Content Designer
Jake Swiatek, Senior Full Stack Developer
Rebecca Bregman, Senior Copywriter
Adam Sykut, Associate Creative Director
David Moore, Executive Creative Director
Manuel Borde, Global Chief Creative Officer
MediaCom Dubai
HuManagement
VMLY&R Global
aime Mandelbaum, Chief Creative Officer, EMEA
Debbi Vandeven, Global Chief Creative Officer
SUMMARY
Pepsi has always been a firm favorite in the Middle East, enjoying almost unchallenged dominance throughout the Arab world. On the other hand, Coke has always lacked a meaningful relationship with Saudis, and the brand struggled to be loved and appreciated as much as Pepsi was.
However, knowing that it’s easier for consumers to crave a brand when they’re in love with it, Coke saw an opportunity to take advantage of Saudi's passion for TV & Movies to turn it into a conversion experience driven by the increasingly popular “Alexa”.
