2016 Winners & Shortlists

A WORLD OF WE

Bronze

Case Film

Presentation Image

BrandCOCA-COLA MIDDLE EAST
Product/ServiceTHE COCA-COLA FOUNDATION
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryCorporate Image & Communication
Entrant Company FP7/DXB Dubai, UNITED ARAB EMIRATES
Advertising Agency FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Agency UM MENA Dubai, UNITED ARAB EMIRATES
Production Company FILM PUDDING Dubai, UNITED ARAB EMIRATES

Brief Explanation

Arab Youth are often misunderstood. But, 63% want to live a meaningful life and defy the stereotypes seen in media; being the change they want to see in their world. Thanks to social media, youth have found their own voice and have sought to channel their self-expression in a way that can contribute to their community's betterment.    They don’t want to be preached to. They want to participate; beyond a few coins dropped in a donation box. Coca-Cola Foundation gave them that platform, where they identified problems in their community and worked together to solve them.

Results and Effectiveness

(1) The platform became the most successful youth engagement platform in the Middle East – to date: 7 countries - Saudi Arabia, Palestine, Bahrain, Jordan, Lebanon, UAE and Qatar, 52 cities, 85 universities, 1465 teams, 120,000 students (2) Projects improved millions of lives across the region. (3) Impacted the way youth saw themselves and their region: 70% students volunteered more than ever before and 100% believed that they could make a positive change (4) The film engaged 3 million youth and counting. (5) Generated an unprecedented $3 million in earned media. (6) Brand respect and positive sentiment for Coke: 100%.

Creative Execution

An integrated campaign comprising university activations, social media and mobile inspired students across the Middle East to participate. Students across universities created ideas and the Coca-Cola Foundation brought the most impactful ideas to life. An online film told in spoken word poetry shared the difference the youth were making and attracted more registrations. The film features two leading youth influencers – Alaa Wardi (the creator of the "No Woman No Drive" YouTube hit) and Yazeed Zaidan - and is set against a specially-composed contemporary soundtrack, that is trendy and appealing to Arab youth.

Insights, Strategy and the Idea

Alternative mediums, especially platforms that involve participation and active engagement, are becoming popular in the Middle East. Brands are looking to alternative mediums in order to reach various target audience segments and markets with tailor-made content and solutions. Having said that, the lack of sustainable community improvement platforms in the Middle East is surprising; given how much this region is in need of positive change. 'A World of We' is a branded engagement platform from Coca-Cola empowering youth to positively impact their community, one act at a time. They identify problems in their community and work together to solve them.

Credits

Name Company Role
Nayaab Rais Fp7/dxb Creative Director/Copywriter
Josephine Younes Fp7/dxb Creative Director/Art Director
Tahaab Rais Fp7/dxb Creative Strategy/Regional Head of Strategic Planning
Tarek Ali Ahmad Fp7/dxb GENERAL MANAGER BUSINESS UNIT
Paul Banham Fp7/dxb Executive Creative Director
Aya Shedid Fp7/dxb Account Director
Cyril Nehme Fp7/dxb Arabic Copywriter
Adham Obeid Director
Pierre Mouarkech/Maria De Lourdes Haddad DOP/Assistant Director
DOLLY SAIDY/MARIO ATALLAH MINT MENA PRODUCTION CONSULTANT
Layal Moukahal Azzi/Alain Abi Khalil Producers
Antoine Challita Um Mena Regional Business Director
Marsha Hofstee Um Mena Media Director
Elias Elkoussa Um Mena Associate Director
Ricardo Campo Perez Um Mena Digital Manager
Abed Daya Um Mena Media Supervisor
Farah Ibrahim Um Mena Media Planner
Tammam El Atrache/Carla El Hachem Um Mena Media Executive
Joseph Alipio/Abdul Wahid/Rizwan Nikhil Fp7/dxb Studio artists
Tolga Cebe/Effie Kontopoulou/Islam ElDessouky/Amina Aijaz/Ibrahim Wagdy Coca-Cola Marketing Team