Gold 2015
Coca-Cola Middle East
Let's Open Up
Category: Best Use of Social Media
Client: The Coca-Cola Company
Brand Name: Coca-Cola Middle East
Lead Agency: FP7/DXB
To encourage people to remove labels and see without prejudice and to prove that we’re all the same, Coca-Cola removed people’s ability to see their differences with the world’s first Iftar in the dark and the first-ever label-less Coca-Cola cans.
- 25,600 articles, reaching 100s of millions worldwide
- Featured on leading worldwide news and media platforms
- Most viral Ramadan video on YouTube with 16.8 million+ views
- 2nd most viral ad globally till July 2015
- International celebrities and influencers promoted the message
- Earned media value: ~$30.7 million
- +15% Brand Love, +51% Consumption
Credits
Tahaab Rais, Head of Insights and Strategic Planning / Creative Strategy
Paul Banham, Executive Creative Director
Josephine Younes / Nayaab Rais, Associate Creative Directors
Tarek Ali Ahmad / Aya Shedid, General Manager Business Unit / Account Director
Erol Salcinovic / Kuba Skowronski / Sameer Ketkar, Design Director / Senior Designer / Senior Designer