Social media empowered the group. A media more intimate was needed to empower the individual.

With reach and engagement like no other media, the Coke can became our medium of inspiration.

We designed Today I Will Coke cans. On every shelf, supermarket, restaurant, vending machine, mall, food court and grocery across the Middle East. Reaching millions of youth. Then we identified people from the region who overcame challenges and realised their potential. Through an augmented reality app on Facebook, people watched their stories on the ‘Today I Will’ can. We invited youth to share their own inspiring stories through Facebook and be on the can too. The can became a community stage where individuals were empowered by one another. We then launched Today I Will film on the cans which became millions of screens and our media, across the Middle East.

20 days post launch on Facebook: 80,000+ new likes, 78.1m posts’ impressions, 15.4m viral reach, 9.1m page consumptions. 6.8m page engaged users. Facebook app/film tab got over 350,000 views - 17 views per minute Within 12 hours, 300,000 mobile users downloaded the ‘Today I Will’ film in Saudi Arabia alone -a regional record. US$250,000 worth unpaid media coverage. Our can influencers were interviewed on television for their ‘Today I Will’ stories. The Coke can would never been seen as a mere can anymore, but a symbol of inspiration for youth across the Middle East.