2019 Winners & Shortlists

SUNSET

BrandCOCA-COLA
Product/ServiceRAMADAN CAMPAIGN
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryFast Moving Consumer Goods
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.

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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