Campaign details
Brand: Coca-ColaBrand owner: Coca-ColaLead agency: FP7 McCann Dubai, FP7 McCann DohaContributing agencies: FP7 McCann BeirutCountry: Egypt, Pakistan, Saudi Arabia, Tunisia, United Arab EmiratesIndustries: Carbonated soft drinksMedia channels: Online video, Social mediaBudget: No budget
Executive summary
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...