46664/Coca-Cola - "Remove Labels This Ramadan / Dark Iftar"

FP7/DXB - McCann Worldgroup

FP7/DXB - McCann Worldgroup Dubai, Emirados Árabes Unidos

Prêmios

36777

Esse anúncio faz parte da Coleção ACT Responsible

Marca: 46664/Coca-Cola
País: Emirados Árabes Unidos

Anunciante: Coca-Cola Company

Titulo	Remove Labels This Ramadan / Dark Iftar
Titulo (língua original)	شوف الناس بقلبك في رمضان
Agência	FP7/DXB - McCann Worldgroup
Campanha	Let's Take an Extra Second
Anunciante	Coca-Cola Company
Marca	46664/Coca-Cola
Data da primeira Transmissão/Publicação	2015 / 7
Sector Empresarial	Bebidas carbonadas
História	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
História (língua original)	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.
Problema	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.
Resultado	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
Tipo de Mídia	Interatividade
Comprimento	168 seconds
Agency	Ogilvy UAE
Director executivo criativo	Ramzi Moutran
Director criativo	Sascha Kuntze
Director de arte	Sarah Bamford
Redator	Gavin Stradi
Diretor dos Negócios	Tarek Shawki
Director executivo criativo	Paul Banham
Regional Head of Strategic Planning	Tahaab Rais
General Manager – Business Unit	Tarek Ali Ahmad
Director assistente criativo	Josephine Younes
Director assistente criativo	Nayaab Rais
Director de contas	Aya Shedid