Brand owner: Coca-Cola
Lead agency: FP7 McCann Dubai, FP7 McCann Doha
Contributing agencies: FP7 McCann Beirut
Country: Egypt, Pakistan, Saudi Arabia, Tunisia, United Arab Emirates
Industries: Carbonated soft drinks
Media channels: Online video, Social media
Budget: No budget
Challenge: Ramadan is considered the Middle East’s Super Bowl in terms of advertising and, after a few recent years of stagnancy during Ramadan, Coca-Cola wanted to reclaim its cultural leadership.
Truth: In a world beset with prejudices and divisions, what binds us together is stronger than what pulls us apart.
Idea: Sunset – a story about a young Muslim experiencing Ramadan abroad, and connecting with a non-Muslim, despite clear differences between them. We showed the difficulties faced by Muslims practicing their faith abroad and showed the empathy of ‘others’ too.