Coca-Cola's new global campaign bridges language gaps
At the heart of the creative is a visual device that brings two languages together: one written left to right, the other right to left. The words meet in the middle to form the silhouette of Coca-Cola's signature bottle, reinforcing the idea that sharing a Coke is a universal gesture – no matter the language or background.
In the UAE, where multilingualism is the norm and cultural intersections are part of everyday life, the message resonates particularly strongly. The campaign's use of languages including Urdu and Sindhi (written right to left), paired with European languages like Spanish, French and German, reflects the global nature of Coca-Cola's audience – and the multicultural makeup of the city.
'Coca-Cola is a timeless brand, and bringing people together encompasses everything we do,' said Santiago Cony, Coca-Cola's Creative Strategy Sr. Director. 'This work is a testament to the fact that we may not speak the same language, but we all understand Coca-Cola.'
Created by WPP Open X and led by INGO, Grey and Ogilvy, the campaign features stories pulled from real life: two athletes sharing a moment after an international swim meet; a foreign exchange student in a parking mishap turned friendly exchange; a group of gamers overcoming language barriers to play together.
In addition to OOH, print and digital executions, the campaign extends to CocaColaStories.com, where users can read stories in English or submit their own Coke-fuelled moments of connection.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
What's On
a day ago
- What's On
More than stars, a desert night to remember in Al Qua'a
There are nights in the desert when the stars put on a dazzling display, glittering like diamonds scattered across the sky. Our evening with Arabian Wanderers in Al Qua'a desert wasn't quite like that. The stars were shy, peeking out only occasionally through the hazy clouds. But here's the twist: the lack of a sparkling sky didn't take away from the magic of the experience. If anything, it made every other element shine brighter. The journey The trip began with a drive that felt like part of the adventure itself. Leaving Dubai behind, we wound through highways that soon melted into open desert roads, dunes rising up on either side. The fading sun painted the sand in golden and rose hues, turning the journey into something cinematic. By the time we reached Al Qua'a, the horizon stretched endlessly, vast and breathtaking. The setting Even without a canopy of stars, the desert setting was unforgettable. Golden dunes rolled on in every direction, silent and serene. A crisp breeze carried with it a sense of calm you don't often find in city life. Standing there, you felt dwarfed by nature's scale, the kind of perspective only the desert can give. The activities From the moment we arrived, it was clear this wasn't just about stargazing. First came sandboarding, a thrill that had us racing and tumbling down slopes of soft sand, laughter echoing across the dunes. It's important to note that we went on this adventure during one of the hottest weekends in the UAE, yes, crazy, but well worth it. As twilight deepened, we gathered around a fire, playing games and sharing stories, a group of strangers quickly feeling like old friends. From Portuguese to Spanish, British English to Urdu, the circle felt like a little United Nations in Al Qua'a as people bonded and showed off their competitive side. Dinner was a hearty barbecue feast of meats like beef, chicken and some local gems like tabbouleh. Plates filled with grilled meats, fresh salads, and warm bread were devoured under the night sky which was filled with stars, until they got shy and went into hiding. An astronomer's talk rounded out the evening, guiding us through constellations we couldn't quite see but could vividly imagine, blending science with mythology in a way that brought the cosmos alive. The host At the heart of it all was our host, Rizwan Ali. Charismatic, attentive, and endlessly knowledgeable, he kept the group engaged and comfortable. His ability to transform what could have been a disappointment into an evening full of joy speaks volumes. The experience Yes, we saw some stars, but not nearly as many as we'd hoped. Who would have known that you can't order stars around and ask them to appear, but that's the beauty of this experience – you know never know what to expect. The desert gave us so much more: the rush of sandboarding, the warmth of a fire under the night sky, the delicious taste of barbecue, and the camaraderie of shared adventure. In the end, the stargazing trip turned out to be about more than stars, it was about connection, nature, and the unexpected magic of the desert. Stargazing or not, Arabian Wanderers delivers an adventure worth taking. For anyone craving something different, this is a night out in the desert you won't forget. Images: Supplied > Sign up for FREE to get exclusive updates that you are interested in
Web Release
2 days ago
- Web Release
Why the Middle East, Why ARTDOM in Riyadh?
Why the Middle East, Why ARTDOM in Riyadh? Background & Education Having demonstrated a natural flair for aesthetics and creativity at a young age, Daria obtained a degree in Cultural Studies and Design before embarking on her professional career producing cultural and fashion events where she favoured the path of independence and creative freedom. As her passion for creating projects that combine beauty, storytelling and emotional resonance evolved, so did her area of expertise, which eventually led her to the field of furniture and interior design During the global pandemic, Daria founded ARTDOM, a platform and forum concept dedicated to collectible furniture, interiors and contemporary design, uniting leading international brands and designers with a discerning audience. The project includes design tours, special events, and strategic collaborations, with representatives in Italy, Dubai, Brazil, and Kazakhstan. KSA, 18 august 2025 – Over the years, ARTDOM has welcomed over 120,000 guests and featured more than 1,200 brands, with 50% of exhibitors being international. A significant portion, around 80%, are Italian brands, highlighting strong ties to Europe's design heritage. Design Philosophy Daria's love for design began in early childhood. She has a deep intuitive sense of aesthetics, what she calls her 'internal beauty filter.' From textures and silhouettes to architectural harmony, she finds beauty in detail and balance. Her inspiration comes from a mix of global influences: she draws from European elegance, especially Italian architecture and the structured beauty of Haussmann-era Paris, while also appreciating the boldness and scale of contemporary cities like Dubai. While she doesn't align with any specific national school of design, her style is defined by emotional resonance and timeless harmony, rather than geography. Why the Middle East, Why ARTDOM in Riyadh? Daria sees the Middle East, and Saudi Arabia in particular, as entering a new era of creative renaissance. Riyadh is rapidly emerging as a global design capital, making it the ideal stage for ARTDOM. Her vision is to integrate international design expertise with regional culture, history, and values, creating a dialogue that enriches both sides. Deeply interested in Eastern culture since her university years, Daria views ARTDOM as a cultural institution rather than just an exhibition, working with governments, museums, educational institutions, and patrons to advance the industry and foster cultural exchange. Business Vision for the Region The Middle East is a unique combination of economic ambition and cultural awakening. My goal is to position ARTDOM as a bridge between global design leaders and the regional creative community. We're creating a platform where international expertise meets local values and together, they generate ideas that shape the future of design in this part of the world. 'The Middle East is a unique combination of economic ambition and cultural awakening. My goal is to position ARTDOM as a bridge between global design leaders and the regional creative community. Together, we can create ideas and projects that shape the future of design while respecting cultural heritage.' Looking Ahead: 5-Year Vision in Saudi Arabia Daria envisions ARTDOM as a sustainable creative ecosystem for designers, architects, premium brands, and clients. In the next five years, the platform aims to: ? Build strong partnerships with both public and private sectors ? Actively participate in key cultural and business events ? Develop signature projects that become benchmarks in the region The focus is on cultural development, long-term business relationships, and international cooperation.
Sharjah 24
6 days ago
- Sharjah 24
Sharjah Sports TV offers its largest-ever season lineup
The new season combines old audience favourites with fresh content, furthering the authority's goal to promote sports development in the UAE. Coverage includes local football, instructional parts, Sharjah clubs and sports, special Ramadan and summer packages, and major event broadcasts throughout the year. New concepts The season introduces new formats designed to appeal to a diverse audience, including a dedicated instructional programme that teaches football regulations and refereeing decisions, along with discussions by foreign experts on recent rule revisions. Long-running favourites return, including "Our Playgrounds" in its 12th season, which provides an analysis of UAE football with input from notable analysts and "From the UAE," which showcases multiple sports with behind-the-scenes access. The channel also refocuses on European football with "Football Around the World", which highlights the top five leagues and features exclusive insights and perspectives from young Arab commentators. Women's sport remains a priority, with "Women's Sport" continuing to cover local competitions. Comprehensive coverage Programming is meant to keep up with the sporting calendar, beginning with ADNOC Pro League coverage via "Summer Transfers" and progressing to regular analysis, match-day reporting, and community participation via social media. Other highlights include "Al 'The Sports Line", a venue for fan feedback and sports policy discussion; "Professionalism", which features off-pitch interviews with foreign and resident players; and "The Sports Observatory", which covers Sharjah's sports scene. Weekly roundups, such as "Weekly Round-up", offer a comprehensive overview of local, Arab, and international sports news. Cultural, youth, and societal impact The lineup also includes cultural and developmental aspects of sport, with "The Sports City" and "Future Fields" showcasing youth tournaments. Programmes such as "Communication Platform" and "Pulse of the Stadiums" record fans' reactions to stadiums and internet platforms. Educational portions, such as "Play It Right", explain the technical and organisational aspects of numerous sports, whereas "Flash" revisits significant worldwide athletic events. The schedule is rounded out by "Special Interview" with prominent sports figures and live broadcasts of major UAE competitions, including the ADNOC Pro League, President's Cup, and Abu Dhabi Islamic Bank Cup, as well as equestrian, handball, basketball, and volleyball events, cementing the channel's status as a premier destination for sports fans in the region.
