Campaign details
Brand: The Coca-Cola FoundationBrand Owner: Coca-ColaLead Agency: FP7/DubaiContributing Agencies: UM MENA, DubaiCountry: Middle EastIndustries: Carbonated soft drinksMedia Channels: Events & experiential, Mobile & apps, Online video, Public relations, Social mediaBudget: Up to 500k
Executive summary
Arab Youth across the Middle East is often misunderstood. But 63% want to live a meaningful life, defying the stereotypes seen in media and be the change they want to see in their world.
Coca-Cola gave them a platform where they could identify problems in their community and...