46664/Coca-Cola - "A World of WE"

FP7/DXB - McCann Worldgroup

FP7/DXB - McCann Worldgroup Dubai, Vereinigte Arabische Emirate

Awards

10542

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: 46664/Coca-Cola
Länder: Vereinigte Arabische Emirate

Werbende: Coca-Cola Foundation

Titel	A World of WE
Agentur	FP7/DXB - McCann Worldgroup
Kampagne	A World of WE
Werbende	Coca-Cola Foundation
Marke	46664/Coca-Cola
Datum der ersten Ausstrahlung/Veröffentlichung	2016
Geschäftsbereich	Karitative, Ehrenamtliche Organisationen
Philosophie	Arab Youth are often misunderstood. But, 63% want to live a meaningful life and defy the stereotypes seen in media; being the change they want to see in their world. Thanks to social media, youth have found their own voice and have sought to channel their self-expression in a way that can contribute to their community's betterment. They don’t want to be preached to. They want to participate; beyond a few coins dropped in a donation box. Coca-Cola Foundation gave them that platform, where they identified problems in their community and worked together to solve them. Creative Execution An integrated campaign comprising university activations, social media and mobile inspired students across the Middle East to participate. Students across universities created ideas and the Coca-Cola Foundation brought the most impactful ideas to life. An online film told in spoken word poetry shared the difference the youth were making and attracted more registrations. The film features two leading youth influencers – Alaa Wardi (the creator of the "No Woman No Drive" YouTube hit) and Yazeed Zaidan - and is set against a specially-composed contemporary soundtrack, that is trendy and appealing to Arab youth.Insights, Strategy and the IdeaAlternative mediums, especially platforms that involve participation and active engagement, are becoming popular in the Middle East. Brands are looking to alternative mediums in order to reach various target audience segments and markets with tailor-made content and solutions. Having said that, the lack of sustainable community improvement platforms in the Middle East is surprising; given how much this region is in need of positive change. 'A World of We' is a branded engagement platform from Coca-Cola empowering youth to positively impact their community, one act at a time. They identify problems in their community and work together to solve them.
Ergebnis	(1) The platform became the most successful youth engagement platform in the Middle East – to date: 7 countries - Saudi Arabia, Palestine, Bahrain, Jordan, Lebanon, UAE and Qatar, 52 cities, 85 universities, 1465 teams, 120,000 students (2) Projects improved millions of lives across the region. (3) Impacted the way youth saw themselves and their region: 70% students volunteered more than ever before and 100% believed that they could make a positive change (4) The film engaged 3 million youth and counting. (5) Generated an unprecedented $3 million in earned media. (6) Brand respect and positive sentiment for Coke: 100%.
Medientyp	Case Study
Länge	129 seconds
Produktionsfirma	Filmpudding
Creative Director/Copywriter	Nayaab Rais
Creative Director/Art Director	Josephine Younes
Creative Strategy/Regional Head of Strategic Planning	Tahaab Rais
GENERAL MANAGER BUSINESS UNIT	Tarek Ali Ahmad
Executive Creative Director	Paul Banham
Etatdirektor	Aya Shedid
Arabic Copywriter	Cyril Nehme
Regisseur	Adham Obeid
Direktor Fotografie	Pierre Mouarkech
Assistant Director	Maria De Lourdes Haddad
Produktionsberater	Dolly Saidy
Produktionsberater	Mario Atallah
Produzent	Layal Moukahal Azzi
Produzent	Alain Abi Khalil
Regional Business Director	Antoine Challita
Media Director	Marsha Hofstee
Associate Director	Elias Elkoussa
Digital Manager	Ricardo Campo Perez
Media Supervisor	Abed Daya
Medienplaner	Farah Ibrahim
Media Executive	Tammam El Atrache
Media Executive	Carla EL Hachem
Studio Artist	Joseph Alipio
Studio Artist	Abdul Wahid
Studio Artist	Rizwan Nikhil