2012 Winners & Shortlists

The Brief

OBJECTIVE In the wake of the Arab Spring, how could Coke further empower a group that had already done so much to empower their nations? INSIGHT We hit the streets of Saudi Arabia and the region to probe the state of mind of Middle Eastern youth, who find themselves at a crossroads of Modernity and tradition, globalization and tribal customs. Family dictates their choices and they’re constantly judged by society. We found that their biggest challenge to overcome was them vs themselves. CHALLENGE These youths gained empowerment as a group. Our challenge was to empower them as individuals.

Creative Execution

We identified people from the region who despite coming from obscurity, overcame challenges, realizing their potential. An augmented reality Facebook app allowed people to watch their inspiring stories directly on the ‘Today I Will’ can. We invited youth to share their inspiring own stories through our Facebook tab to be on the can too. The Today I Will’ can became a community stage where individuals were empowered by one another. We launched the ‘Today I Will’ film on the Coke cans turning them into millions of screens across the region, and on Facebook, promoting it via social media and mobile.

Describe the creative solution to the brief/objective.

We created ‘Today I Will’ - An initiative aimed at unlocking individual potential while also staying true to the values that shape Middle Eastern society. We launched the ‘Today I Will’ Facebook page in parallel with an online film showing our interviews with the region’s youth in one voice, inviting others to join the initiative. Encouraging direct response on social media, we brought together the region’s online influencers, to spread the initiative to hundreds of thousands of followers on twitter, youtube, blogspot and more. We designed custom ‘Today I Will’ Coke cans reaching millions of youths, and their parents, too.

Results

Within 12 hours, 300 000 mobile users downloaded ‘Today I Will’ film in Saudi Arabia alone -a regional record. #todayiwill became a leading trending topic across UAE. 20 days post launch on Facebook: 80000+ new likes, 78.1 million posts’ impressions, 15.4 million viral reach, 9.1 million page consumptions 6.8 million page engaged users. Facebook app/film tab got over 350,000 views - 17 views per minute Our can influencers were interviewed on television for their ‘Today I Will’ stories. The Coke can would never been seen as a mere can, but a symbol of inspiration for youth across the Middle East.