Sprite: Labourers by day, cricket stars by Sprite

Evan Kearney
Memac Ogilvy and Mather

Summary – contributing beyond ourselves

The United Arab Emirates (UAE) is the one of the most extravagantly opulent countries in the world: where you can buy gold from vending machines and find haute couture brands in the same malls you buy groceries from. Yet for all its headline-making cash-splashing, it has a murkier side that few speak of: the labourers who built it all. Treated poorly and paid worse, UAE society has long done its best to pretend these people don't exist – brands included.

In 2011, Sprite decided to change all that. They decided to reach out to an audience that everyone else simply ignored as a matter of practice. They decided to build a relationship with them; and they decided to positively impact their lives.

They decided that the best way to do well for themselves was by doing good for others. This is the story of how that decision was made.

The need for change