2015 Winners & Shortlists

Brief Explanation

Cultural Context: As Arabs, expectations dominate our everyday lives. From the careers we’re expected to follow, the people our parents want us to marry, down to the way genders are supposed to behave. And these are all pressures we keep bottled up, unable to express our true feelings as it is considered taboo in our culture. During the holy month of Ramadan, when things are supposed to get better, brands put even more pressure on us with Ads that paint a fake, happy picture of our lives, making things worse. Instead of falling into the same trap, Coca-Cola decided to go to the root of our tension; the fact that we don’t tell each other how we really feel. So we invited our audience to Open Up. To speak the unspoken and have a real connection with our families.