Campaign details
Brand: Coca-ColaBrand owner: Coca-ColaLead agency: FP7/Dubai, Memac Ogilvy DubaiContributing agencies: UM MENA, DubaiCountry: Pan ArabIndustries: Carbonated soft drinksMedia channels: Events & experiential, Online video, Packaging & design, Social mediaBudget: Up to 500k
Executive Summary
In a world beset with prejudice, Coca-Cola used the power of social media to send a message against prejudice from a region that's seemingly more prejudiced than most – the Middle East.
During Ramadan, a month of unity where Muslims fast from dawn to dusk, we invited 6 strangers...