| Title | Remove Labels This Ramadan / Dark Iftar |
| Title (original language) | شوف الناس بقلبك في رمضان |
| Agency | FP7/DXB - McCann Worldgroup |
| Campaign | Let's Take an Extra Second |
| Advertiser | Coca-Cola Company |
| Brand | 46664/Coca-Cola |
| Date of First Broadcast/Publication | 2015 / 7 |
| Business Sector | Soft Drinks, Tonics |
| Story | It takes just seven seconds to build a prejudice based on someone's appearance. This Ramadan, Coke invited six strangers to an Iftar in the dark. See what they discovered and how it changed the way they see |
| Story (original language) | أظهر استطلاع للرأي أن الانسان لا يحتاج إلى أكثر من 7 ثوانٍ ليحكم على غيره من مظهره حتى من دون أن يعرفه. في شهر الخير، نظّمت كوكاكولا إفطاراً في الظلام حيث جمعت 6 أشخاص مختلفين في الشكل والاهتمامات حول طاولة واحدة في مبادرة منها لتغيير هذه العادة. |
| Problem | Coca-Cola has released the first-ever “No Labels” limited edition cans as part of an activation idea during Ramadan (called “Remove labels this Ramadan”). The cans are created to make a compelling point about removing stereotyping and prejudices. The message on the cans spells out their purpose, sharing with every consumer who grabbed those cans that labels are for cans, not for people. The sleek cans appeared for the first time ever, without the traditional label of Coca-Cola on them, but still bearing the beautiful, iconic brand cues. |
| Result | 53.9 million impressions •$30.7 million worth of PR and earned media •Over 18 million YouTube views (Coca-Cola’s 2nd most viewed video globally, of all time) •Over 25,600 online articles generated •AdWeek’s 2nd most viral video of 2015 •97% positive sentiment score •Coca-Cola Consumption Intent score increased +51% vs. Ramadan 2014 •Coca-Cola Brand Love score increased +15% vs. Ramadan 2014 •Coca-Cola’s brand equity score of Bringing People Closer Together increased by +39% vs. Ramadan 2014 •35% engagement rate on Facebook and 33% on Twitter |
| Media Type | Digital |
| Length | |
| Agency | Ogilvy UAE |
| Executive Creative Director | Ramzi Moutran |
| Creative Director | Sascha Kuntze |
| Art Director | Sarah Bamford |
| Copywriter | Gavin Stradi |
| Business Director | Tarek Shawki |
| Executive Creative Director | Paul Banham |
| Regional Head of Strategic Planning | Tahaab Rais |
| General Manager – Business Unit | Tarek Ali Ahmad |
| Associate Creative Director | Josephine Younes |
| Associate Creative Director | Nayaab Rais |
| Account Director | Aya Shedid |
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Finding Light in the Dark
- BRAND:
- 46664/Coca-Cola
- AGENCY:
- FP7/DXB - McCann Worldgroup