Let’s Open Up

MENA Effie
Let’s Open Up

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