2017 Winners & Shortlists

Brief Explanation

In a world beset with prejudice, Coca-Cola used the power of social media to send a message against prejudice from a region that’s seemingly more prejudiced than most - the Middle East. During Ramadan - a month of unity where Muslims fast from dawn to dusk - we invited 6 strangers to an Iftar (Ramadan meal where people break their fast at dusk) and helped them see each other and the world in a new light, by simply turning out the lights. During this experience, as they unbranded each other, they also interacted with the world’s most iconic brand that had unbranded itself with label-less cans. A film of these experiences was seeded online. And as the content travelled over 50% of the planet, it became one of the most talked about ideas in 2015-2016: - 25,600 articles, featured across leading worldwide and regional news and media platforms - Most viral Ramadan content ever with 22 million+ views - 2015’s 2nd most viral ad globally (until July 2015) after #LikeAGirl (Adweek) - Regional and international celebrities and influencers shared the message - ~$30.7 million in earned media for a $50,000 investment This strong earned and social media performance delivered more than any other year for Coca-Cola in the Middle East. And led to highly efficient propagation of our message, with the strongest brand love performance in a decade. This combination also drove an increase in volume and consumption with an investment of only $50,000. - The social impact of the idea funnelled down to impacting the brand and the business too: +15% Brand Love, +51% Consumption, +39% brand equity in bringing people together