Although Ramadan is almost over, it doesn’t mean the spirit of kindness needs to fade. Coca-Cola Middle East contributes with just one simple gesture.

In an effort to unify the Middle East, which has over 200 nationalities, Coca-Cola in the region launched a set of limited edition cans, just in time for Ramadan. These new cans have been stripped of the iconic Coca-Cola cursive letters and has been replaced with a simple message, ‘Labels are for cans, not for people’ reinforcing the message that we shouldn’t label or judge others. Although this is just a small gesture, it is definitely a strong and powerful one!

The campaign, which was engineered by Dubai based FP7, aims at drawing attention to prejudice in the region. To really strengthen the message, a TV ad was created in which a group of diverse looking men enter a dark room, state their hobbies and try to guess each other’s appearances. Posted on YouTube on 6 July, it has already gained over 2 million views on YouTube. What happens when the lights switch on? Take a look at the video below to find out.