Coca Cola Middle East – in association with Dubai based agency ‿ and us – kicked of its new “Real Magic” platform with a dazzling experience on Burj Khalifa in Dubai.
‘Real Magic’ marks the first new global brand philosophy for Coca-Cola since 2016. It refreshes Coca-Cola’s promise – to unite and uplift people every day – with renewed relevance for the world we live in today.
The philosophy is built around key lessons learned over the last 18 months: that we can find magic all around us when we come together in unexpected moments that elevate the everyday into the extraordinary. It also acknowledges the many contradictions experienced as new generations find harmony and human connection in a virtual and divided world.
“Magic isn’t about the unbelievable or mystical, but about those moments of real human connection. Real Magic can happen at any given moment and can be extraordinary,” said Tarun Sabhlok, Region Marketing Director – Middle East at The Coca-Cola Company. “The Real Magic philosophy is rooted in the belief that differences can make the world a more interesting place, so there was no better place to celebrate the Real Magic of humanity than in the most diverse nation in the world, on the most iconic landmark in the region – the Burj Khalifa.
‘Real Magic’ was launched alongside the ‘Hug’ – a refreshed visual identity and new perspective on the brand’s famous logo. Inspired by Coca-Cola’s classic packaging, the ‘Hug’ logo lifts the curved Coca-Cola trademark on bottles and cans to provide a visual signature that will embrace and frame moments of magic.
Added Sabhlok: “Coca-Cola has existed for over a century, recognized the world over as a universal symbol of optimism. It is more than just a drink; it is magical, and the new Real Magic philosophy captures that perfectly.
Coca-Cola is collaborating with renowned artists, photographers and illustrators to bring the concept of ‘Real Magic’ to life by embracing the ‘Hug’ logo. Through their own distinct and unfiltered lenses, the artists will create moments of everyday magic in ways that are inclusive and collective, yet individual and expressive. Design partners include global companies Wieden+Kennedy London, KnownUnknown and Kenyon Weston.
Fadi Yaish, founder and chief creative officer of ‿ and us, said “There are perhaps no more iconic settings for a brand message than the Burj Khalifa. So much so that brands tend to rely on the sheer size and spectacle of it to simply display their logos and call it a day. But Coca Cola’s “Real Magic” is not just about spectacle. It’s about the people that make magic possible. To that end, our display was designed to be more than just a visual showcase, instead serving as a larger-than-life mirror for the extraordinary lives of the audience below.”
Credits
Agency: ‿ and us
Rush Films Dubai
Alian Abi Khalil – Executive producer
Elie ballan – Producer
The Coca-Cola Company:
Mostafa Talaat – Head of Consumer & Shopper Marcom Coca-Cola™️ – Eurasia & Middle East
Hira Omar Aamer – Senior Brand Manager – Middle East Region
Abed Daya – Digital & Media Manager – Middle East Region
Cynthia Karam Messarra – Public Affairs, Communications & Sustainability Franchise Director MER
Ben Sadek – Assets, Partnerships & Sponsorships Manager – Middle East & Eurasia
Tarun Sabhlok – Region Marketing Director – Middle East
Santiago Cony Etchart – Creative Strategy Director Coca-Cola Eurasia & Middle East
Hamza Ahmed – Senior Marketing Director Coca-Cola – Eurasia & Middle East
