2016 Winners & Shortlists

Creative Execution

We invited 6 social media influencers to an Iftar in the dark. As the diners spoke to each other, they naturally formed mental impressions of their fellow guests. But when we turned the lights on, the image they’d formed in their minds and the person they saw in front of them were nothing alike. Through Coca-Cola’s YouTube channel and the influencers’ own online presences, the Dark Iftar idea travelled across the Middle East, being covered by local news sites and blogs, and even international news platforms like CNN, TIME and The Washington Times.

•53.9 million impressions •$30.7 million worth of PR and earned media •Over 18 million YouTube views (Coca-Cola’s 2nd most viewed video globally, of all time) •Over 25,600 online articles generated •AdWeek’s 2nd most viral video of 2015 •97% positive sentiment score •Coca-Cola Consumption Intent score increased +51% vs. Ramadan 2014 •Coca-Cola Brand Love score increased +15% vs. Ramadan 2014 •Coca-Cola’s brand equity score of Bringing People Closer Together increased by +39% vs. Ramadan 2014 •35% engagement rate on Facebook and 33% on Twitter

Ramadan is a time of year when the values of tolerance, acceptance and equality are foremost in people’s minds. However, demonstrating these qualities is easier said than done. People still judge and get judged based on a whole range of external, inconsequential factors, such as appearance, dress and nationality. At the same time, social media is one of the most judgmental platforms in everyday life. People judge others based on what they’re wearing, where they’re seen and who they’re seen with, often leading to anxiety and even depression. Coca-Cola believes that people should be judged on the content of their character rather than mere appearance and set out to challenge their audience to do the same. We created social media idea for Ramadan that encouraged people to look beyond what they could simply see and truly get to know those around them.