Dark Iftar

Memac Ogilvy

As President Trump’s campaign was growing, and division and anger, particularly towards Muslims, was mounting, we wanted to understand why is it that humans judge one another so quickly by their exterior, and what could the world be like if we just got to know each other.

Turns out, it takes just 7 seconds to judge someone based on their appearance. During Ramadan 2015, we launched a simple, powerful campaign that told people to remove labels. It would go on to be YouTube’s Second Best Ad of 2015 (though we wouldn’t call it an ad), and create a global conversation no one would forget.

Using expert influencer work before the market had even appeared, and combining beautiful creativity with storytelling and design, we brought to life one of Coca-Cola’s most successful campaigns ever.