From having your name on a Coca-Cola can to having no label — not even the brand's — is a big shift. Here's how FP7 Dubai and Memac Ogilvy have managed this transition in a campaign scheduled to coincide with the holy month of Ramadan.
The campaign features an experiment in which a group of men were seated in the dark, unable to see each other. When the lights came on, they were surprised how their expectations were confounded.
The social experiment was conducted by Coca-Cola, in a joint effort between FP7/DXB and Memac Ogilvy.
"In a time when equality and abolishing prejudices is a hot topic for discussion around the world, how does one of the leading brands like Coca-Cola join in the conversation?" Coca-Cola said in a statement. "In the Middle East, during the month of Ramadan, one of the world’s most well-known labels has removed its own label, off its cans, in an effort to promote a world without labels and prejudices."
The limited-edition cans without the Coca-Cola branding appeared for the first time ever. The campaign aligns with the brand's global ‘Let’s take an extra second’ thought, urging the world to take an extra second and get to know people, to get rid of stereotypes and preconceptions one might have.
The Ramadan ad is part of a global campaign titled "Let's Take an Extra Second," which includes this spot created for the Spanish market by The Cyranos McCann:
This article first appeared on campaignme.com.