Awards

CANNES LIONS - Bronze Lion

D&AD - Pencil

We invited 6 social media influencers to an Iftar in the dark. As the diners spoke to each other, they naturally formed mental impressions of their fellow guests. But when we turned the lights on, the image they’d formed in their minds and the person they saw in front of them were nothing alike. The Iftar and the diner’s subsequent reactions were filmed and uploaded onto Coca-Cola’s YouTube channel. Through Coca-Cola’s YouTube channel and the influencers’ own online presences, the Dark Iftar idea at first travelled across the Middle East, before our social audience propelled it across the globe. Gaining coverage on local news sites and blogs, and even international news platforms like CNN, TIME and The Washington Times.•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).