Coke Removes Labels From Cans in Powerful Ramadan Campaign

Film of Strangers Bonding in the Dark Ties in With Limited Edition Designs

Published On
Jul 06, 2015

Editor's Pick

The Ad Council's Love Has No Labels campaign has been one of the most highly viewed around the world in recent months. Now Coca-Cola Middle East is echoing its theme, launching a campaign for Ramadan that encourages people not to judge each other by actually removing the labels from its cans.

The campaign launched with a powerful web film by Memac Ogilvy Dubai and FP7/DXB Dubai in which a group of strangers are invited to bond with each other over dinner, but in the dark. They're filmed (with infrared cameras) discussing their lives, hobbies and interests, and when the lights go up express their surprise at the people they were talking to. The group includes a heavily tattooed guy, a man in traditional Arab dress and a wheelchair user. At the end of the film, the group are invited to reach under the table to pull out of a box of limited edition Coke cans, from which the labels have been removed and the caption "Labels are for cans, not for people" has been printed. FP7/DXB, part of McCann Worldgroup, designed the cans.

Hat tip: Adeevee