To promote social inclusion, we decided to create “The World's Cup” the one global event in which everyone was welcome.

And what better way to demonstrate social inclusion than to actually invite to the games players and fans who experience hardships most of us would find unimaginable?

Sadly, there are many women around the world who fit squarely in that category. We decided to focus on the story of two young girls, Dalal and Ahlam, from Ramallah, Palestine - arguably one of the most restrictive environments for women in the world.

We captured their powerful story in video through an authentic, documentary-style film. In it, they describe their passion for playing football in a society where girls their age are traditionally getting married. Captain Yousef, their coach, talks about how girls in their conservative society are not allowed to go out, let alone play football. The two girls talk about how their generation is challenging the traditional ways.

Together they hope that, one day, football and other currently taboo activities will be commonplace for girls and women everywhere in Palestine.

In the end, Coca-Cola surprised them with a once-in-a-lifetime invitation to attend the World Cup in Brazil.

The greatest event for the world's most popular sport, the 2014 FIFA World Cup, was poised to be the biggest global event ever, drawing the attention of hundreds of millions of people around the globe. Also, it would take place in Brazil, a country that has the reputation of welcoming everyone with open arms.

In short, this was a unique opportunity for Coca-Cola to promote social inclusion.

We decided to turn the promise of inclusion into a big, bold statement. For Coca-Cola, this was not The World Cup, but rather “The World's Cup”: the one global event where everyone would be invited to participate.

That decision was entirely consistent with the brand’s values - and more than that, with Coca-Cola's values as a company.

Coca-Cola's communication efforts toward promoting inclusion are not new. Inclusion has been at the forefront of Coca-Cola's communications for decades. The brand has promoted the inclusion of people based on gender, race, religion, and sexual orientation.

As a company, diversity is one of Coca-Cola’s seven core values. The company is deeply engaged in promoting inclusion. Those efforts have been led by the CEO himself, and have been producing significant results. Just to mention one such result for initiatives specifically targeting the inclusion of women: in the U.S. alone more than 13 million women have been impacted by The Coca-Cola Foundation’s support of women's organizations and institutes since 2010.

Coca-Cola is famous for promoting the inclusion of all people; this action reinforced the brand’s commitment to promoting the inclusion of women specifically.

Because the purchase of TV media was the responsibility of local teams, it’s difficult to estimate exactly how many people were impacted by the campaign around the world. But considering just the information available to us, we estimate that far more than 100 million people have been touched by Dalal and Ahlam's story.

This campaign featured women as the protagonists – and was a courageous and important social tool to empower women.

The representation of the girls as agents of transformation in Palestinian society is a very meaningful contribution to support women seeking independence and respect.

The entire action played out on the world's biggest stage, one that broke audience records. Through "The World’s Cup", Coca-Cola brought millions of people together to create the most inclusive World Cup ever, and advance the inclusion of women all over the world.