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 then identified people from around the region who, despite coming from obscurity, overcame challenges and realized their potential. An augmented reality Facebook app allowed people to watch their inspiring stories directly on the ‘Today I Will’ can. We then invited youth to share their own inspiring stories through our Facebook tab to be on the can too. Turning the ‘Today I Will’ can into a community stage where individuals were empowered by one another. Finally, we launched the ‘Today I Will’ film on the Coke cans turning them into millions of screens and mediums of inspiration, across the region.

Describe the creative solution to the brief/objective.

We created ‘Today I Will’. An initiative aimed at unlocking individual potential while staying true to the values that shape Middle Eastern society. With a reach and level of direct engagement that no media could have, we wanted to use the Coke can as a medium of inspiration. We designed custom ‘Today I Will’ Coke cans. On every shelf, every supermarket, restaurant, mall, food court, vending machine and grocery across the Middle East region. Reaching millions of youths and their parents too.

Results

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 Within 12 hours, 300 000 mobile users downloaded the ‘Today I Will’ film in Saudi Arabia alone -a regional record. 250,000 USD worth unpaid media coverage. Our can influencers were interviewed on television for their ‘Today I Will’ stories. The Coke can would never been seen as a mere can anymore, but a symbol of inspiration for youth across the Middle East.