Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
Enti.ma, a fashion and lifestyle website, increased brand awareness by launching a digital and social media campaign that directly responded to a state-sponsored TV show normalising domestic violence in Morocco.
A strong middle class is emerging across the African continent, with the markets known as the "African lions" - Algeria, Botswana, Egypt, Libya, Mauritius, Morocco, South Africa and Tunisia - having similar growth rates than the BRICs.
This case study explains how Coca-Cola used a music-based branded content platform and a campaign across TV, social media and on-ground, to connect people in Arab countries by encouraging them to sing together.
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