Coca-cola Case study Today I Will ( 2011-2012) by Fortune Promoseven Dubai

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Today I Will ( 2011-2012)

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Industry Soft Drinks
Media Case study
Market United Arab Emirates
Agency Fortune Promoseven Dubai
Creative Director Fadi Yaish
Art Director Gautam Wadher
Released July 2012


Mena Cristal Awards 2012
Corporate & PR Web or E-communication (website, emailing, extranet...) Sapphire

Credits & Description

Today I Will won multiple awards at Dubai Lynx and MENA Cristals in 2012 -- across film, integrated media and digital categories.
In the wake of the Arab Spring, how could Coke empower an increasingly expressive youth? With the growing need of youth empowerment and an increasing will amongst them to shape a better future post the Arab Spring, Coca-Cola wanted to launch campaign to connect better with the youth and gain more share of heart vs. Pepsi.
We hit the streets of the Kingdom of Saudi Arabia and the region to probe the state of mind of the Arab youth, who found themselves at the crossroads of modernity and tradition, globalization and tribal customs, where family dictates choices and one is constantly judged by society at large. We found the biggest challenge for them to overcome was them vs. themselves. We wanted to empower them as individuals. We created "Today I Will" - a calling and an initiative aimed at unlocked individual potential of the Arab youth, while staying true to values that shape the Arab society.
Leveraging the power of social media, we launched the Today I Will campaign with a Facebook page in parallel with an online film showing our interviews with the region's youth and inviting others to join the initiative. We identified influencers from around the region who coming from obscurity had over their challenges and realized their potential. We recorded their stories. And then we designed customer Today I Will cans, a medium reaching millions of youths, and through an augmented reality app on the Facebook page, allowed the youth to watch these inspiring stories directly on the Today I Will can. The can would never be the same anymore and it became a community stage where individuals could be inspired by one another. In-store posters increased awareness and participation in the initiative.
And finally, we launched the Today I Will Film on the Coke cans itself and simultaneously on Facebook, before it hit TV and other screens, completing an uplifting and inspiring movement of self-expression.
Campaign: Today I Will
Advertiser: Coca Cola
Agency: FP7/DXB
Country: UAE
Creative Director: Fadi Yaish
Art Director: Gautam Wadher
Copywritter: Aunindo Anoop Sen