Over the last year, the Middle East has been undergoing a huge cultural shift, with Saudi Arabia lifting a 35-year ban on cinemas, a 7-year ban on concerts, and allowing women to enter stadiums for the very first time.
Coca-Cola has always been an integral part of enjoying sports and entertainment around the world, so we decided to reinforce that by showing people the indescribable feeling of being part of the crowd at these huge cultural gatherings. A feeling that some people may not have felt in a while, but one that is as familiar as the taste of Coca-Cola.
