In the UAE, Coke Turns Bottle Caps into Currency That Can Be Used to Phone Home

Y&R Reaches Out to Marginalized Group

Published on

Editor's Pick

Coke reaches out to migrant workers -- again (and again) -- with yet another feel-good stunt. This time, it takes place in the United Arab Emirates, where there are many blue-collar workers hailing mostly from South Asia. These workers are often the poorest in the country, and live apart from their families for many months. Often, the only way they keep in touch is by calling home -- not always cheap, since rates can be as high as $0.91 a minute.

To help them out, Y&R Dubai turned Coke bottle caps into a "currency" that could be used in a special booth that accepted those caps so you could make three-minute international calls. The booths were installed at labour camps where the workers live.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


May 07, 2014
Y&R Dubai
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. View all Newsletters

Become a Member of Ad Age