2019 Winners & Shortlists

SUNSET

BrandCOCA-COLA
Product/ServiceRAMADAN CAMPAIGN
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryScript
Idea Creation FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Placement FP7/DXB Dubai, UNITED ARAB EMIRATES
PR FP7/DXB Dubai, UNITED ARAB EMIRATES
Production FP7/BEY Beirut, LEBANON
Production 2 FP7/DOHA, QATAR
Production 3 MINT MENA Dubai, UNITED ARAB EMIRATES
Production 4 FILM PUDDING Dubai, UNITED ARAB EMIRATES
Production 5 SERENA Dubai, UNITED ARAB EMIRATES

Write a short summary of what happens in the film.

"Sunset" is a fist a velvet glove; a softly-spoken story that's a striking counterpoint to the world around us. Through an evening in the day of a young Muslim, fasting from pre-dawn to pre-dusk abroad, away from home, "Sunset" explains the Muslim tradition of fasting during Ramadan. The story embodies the optimistic spirit of Coca-Cola but doesn’t shy away from tough topics either. It shows the challenges Muslims face abroad given the rise of Islamophobia, as the young Muslim is mocked for wearing a headscarf and treated with prejudice by judgemental passers-by. But, "Sunset" also shows the inviolable beauty of respect and acceptance, as the young Muslim finds unexpected empathy and support from a thoughtful stranger, a non-Muslim. Closing with "What binds us together is bigger than what divides us", Coca-Cola shares how our empathy and our shared humanity should be bigger and stronger than the prejudices that divide us.

Cultural/Context information for the jury

Around our world, Coca-Cola has always been a leader in sharing statements against cultural inequalities. Against war, with the iconic ‘Hilltop’ song. Against racism with ‘Mean Joe Green’. Against uncertainties with ‘Reasons to Believe’. Against stereotypes with ‘Remove Labels’. Always showing the power of our shared humanity. In 2018, we got Coca-Cola to focus on a tension that has split humanity apart: ISLAMOPHOBIA. Islamophobia is on the rise, with Muslims facing prejudice, hate and violence around our world. But, amidst all the hate, there’s still hope, as many non-Muslims abroad are against the prejudice shown towards Muslims. So, during Ramadan, the Middle East’s Super Bowl and a month of unity and togetherness, with Coca-Cola needing an uplift and the category declining, we didn't blend in with regional brands creating campaigns. We got Coca-Cola to step outside our region, telling an untold story, about Ramadan abroad, for someone from our region.

Provide the full film script in English.

SYNOPSIS: A moving story, titled 'Sunset', follows a young Muslim student abroad, who is practicing Ramadan from pre-dawn to pre-dusk, fasting from food and drink. On a rough day, she finds unexpected empathy from a thoughtful stranger. Now, while the story embodies the optimistic spirit of the Coca-Cola brand but doesn’t shy away from tough topics either. SCRIPT: 'Sunset' begins with showing a young Muslim girl, fasting from food and drink, abroad, away from her home. She's walking towards the bus-stop but notices the bus moving away. She runs. The bus driver does not stop and wait for her, despite seeing her run behind the bus. We follow her as she passes by restaurants where people are eating and drinking while she's fasting. We see her being pushed (unintentionally) but with no apology. We see judgemental looks from passers-by as she walks along to get to her destination. We see a couple of girls make fun of her headscarf by impersonating it with a hoodie. She is clearly aware of the prejudice she's facing, but she takes it all in and moves forward patiently, abiding by the spirit of tolerance and patience during Ramadan. She settles in by a corniche, with a couple of dates (and a bottle of water in her bag); both of which Muslims tend to carry when out of home during Ramadan. And waits for the sun to set so she can break her fast. While she's alone and getting over what has happened to her, we see another young non-Muslim woman spot her and buy her a Coke. But, the young Muslim cannot break her fast until the sun sets. So, she refuses the Coke, putting it aside, with a smile. She doesn't speak to the non-Muslim, as she has had a tough day and just wants to be by herself. The non-Muslim girl, at first, feels offended and proceeds to drink her Coca-Cola in any case. But, at a pivotal moment, she realizes why the Muslim hesitates and refuses to drink. Just as she’s about to sip her own Coca-Cola, she stops as she puts two-and-two together: "It's Ramadan for them. She's probably fasting. Hence, she isn't drinking". She empathizes that the day has taken its toll and a positive act would help. So, se puts her Coca-Cola down too, not having a sip yet. The Muslim protagonist looks at her, realizes the empathy she has shown, smiles and looks onward to the sun waiting for it to set. And the Muslim and the non-Muslim share a moment, by the sunset, waiting together to have their Cokes and a couple of dates. As the sun sets, after an approving nod from the Muslim who opens her fast with the Coca-Cola, the non-Muslim sips the Coke too. Now, it's the young young Muslim woman's turn to reciprocate the empathy, exhibiting the Islamic values of respecting your hosts’ offerings to you, by opting to break her fast with what the non-Muslim offers her, i.e. a Coca-Cola, before having her own traditional dates. And as they speak to each other and share a few laughs over what has transpired, the key message appears: "What binds us together is bigger than what divides us." It shares how what unites us (the values of empathy, our shared humanity, our togetherness) should be bigger and stronger than what presently divides us (issues like prejudice based on religion, race, attire and nationalities).

Credits

Name Company Role
Wasim Basir Coca-Cola Integrated Marketing Communications
Aysha Haidar Coca-Cola Integrated Marketing Communications
Islam El Dessouky Coca-Cola Integrated Marketing Communications
Craig Bagno McCann Worldgroup EVP, Global Group Strategy Director
Tahaab Rais FP7 McCann MENAT Regional Head of Strategy
Gareth Paul FP7 McCann Doha Executive Creative Director
Emile Atallah FP7 McCann Beirut Managing Director
Wissam Matar FP7 McCann Beirut Creative Director
Dolly Saidy MINT MENA Production Consultant
Pucho Mentasti Director Director
Manu Bullrich DOP DOP
Sizzer Music/Composer Music/Composer
Ashraf Muhammedunny FP7 McCann Dubai Editor and Visual Artist
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