2012 Winners & Shortlists

Results and Effectiveness

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.

Creative Execution

EXECUTION Social media empowered the group. A media more intimate was needed to empower the individual. With reach and engagement like no other media, the Coke can became our medium of inspiration. We designed Today I Will Coke cans. On every shelf, supermarket, restaurant, vending machine, mall, food court and grocery across the Middle East. Reaching millions of youth. Then we identified people from the region who overcame challenges and realized their potential. Through an augmented reality app on Facebook, people watched their stories on the ‘Today I Will’ can. We invited youth to share their own inspiring stories through Facebook and be on the can too. The can became a community stage where individuals were empowered by one another. We then launched Today I Will film on the cans which became millions of screens and our media, across the Middle East.

Insights, Strategy and the Idea

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. IDEA We created Today I Will. An initiative aimed at unlocking individual potential while staying true to Middle Eastern values.