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DARK IFTAR

Award: Wood Pencil

Wood Pencil / PR / Best In-Market Campaign / 2016

What if a region known for prejudice and divide could get the world to see each other in a new light?

We got people from different walks of life to come together and do one simple thing: have a conversation.
To their surprise, it happened in complete darkness. The story that unfolded not only touched these strangers' lives, it stirred a global response and challenged mindsets in over 200 countries. Fully embracing the cause, Coca-Cola even went as far as removing its own label.

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