Campaign details
Brand: Coca-ColaBrand Owner: Coca-ColaLead Agency: FP7/DubaiContributing Agency: UM DubaiCountry: Middle EastIndustries: Carbonated soft drinksMedia Channels: Events & experiential, Mobile & apps, Public relations, Social media, Websites & microsites, Word of mouth, advocacyBudget: Up to 500k
Executive Summary
Arab youth across the Middle East are often misunderstood.
But, 63% want to live a meaningful life, defying the stereotypes seen in the media and be the change they want to see in their world.
Coca-Cola gave them a platform where they could identify problems in...