Coca-Cola / Saudi Arabia / Kuwait / Middle East / 2014Social · Film · PR Stunts
Open Up: Unexpected Moments.
Coca-Cola's Ramadan campaign invited people to address family tensions and reconnect.
- Brand
- Coca-Cola
- Market
- Saudi Arabia / Kuwait / Middle East
- Region
- MENA
- Year
- 2014
The challenge
Make the brand relevant during Ramadan by starting a conversation about feelings people often find difficult to express.
The idea
Influencers Ascia and Chef Badr shared personal stories about family expectations, using their own channels to encourage audiences to open up.
Results
- The submitted case reports more than one million video views within one week.
Case study source: Shorty Awards Source ↗
Awards
- Shorty Awards 2015 — Finalist, YouTube and Ambassador & Celebrity Campaign (https://shortyawards.com/7th/unexpected-moments-inspire-an-openup-movement)
Credits
- Brand
- Coca-Cola
- PR director
- Sami Moutran
- Creative director
- Sascha Kuntze
- Executive creative director
- Ramzi Moutran
- Featured creators
- Ascia AKF; Chef Badr Fayez
