In the Middle East, a region with over 200 nationalities and a larger number of labels dividing people, Coca-Cola has set out to remind us that while it takes just 7 seconds to build prejudices based on someoneâs appearance, nationality or culture, it takes just 1 extra second to overcome them. The brand is inspiring us to remove the labels we put on others. And during Ramadan, it has launched a unique social experiment that sheds the light on stereotypes and prejudices we hold, by turning off the lights. Coke invited participants who were strangers to an Iftar in the dark. When the lights came on, their perspectives changed. And the labels they had put on others were removed. The agency that created these cans is Dubai-based FP7/DXB (Part of McCann Worldgroup).
VIEW THE AD VIEW THE CONCEPT