Brief: Develop a Ramadan campaign for Coca Cola that delivers a message of togetherness and unity in a region beset with troubles and conflicts.

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Concept: Put a diverse group of strangers from across the Middle East into a dark room without any lights to prove that when we can’t see our differences, it becomes much harder for us to judge one another instantly. The social experiment quickly became Coca Cola’s second most view ad of all time, as well as the 2nd most view ad on Youtube in 2016 (second only to Always ‘Like a girl’). The campaign medaled at Cannes in PR and won multiple Gold’s as well as the Grand Prix at both Lynx & the Effies.