In a move to inspire and encourage people to engage in random acts of kindness, Coca-Cola launched the "Etgannen Bi Hob Al Khair, which translates to "Let's Go Crazy for Doing Good," the newest Coca-Cola campaign, across the Middle East earlier this month.

Coca-Cola invites everyone to participate by spreading happiness to others through simple and random acts of kindness. Through the Campaign, Coca-Cola sheds light on and celebrates people who are engaging in kind acts every day and making a small change by brightening up people's day every day, reminding the world that kindness can be found in even the simplest of gestures.

To serve as inspiration, Coca-Cola searched the region and identified people who have made random acts of kindness part of their everyday lives, also known as the “Crazy Masters.” They come from different walks of life and all parts of the region with one thing in common - selflessly bringing smiles to people's faces.

The youngest is a 12-year old boy from the UAE, Abdul Mugeeth, who at the age of eight was inspired by Environment Day at school, and started making paper bags out of newspapers. He sets out giving away free paper bags on a mission to create a more sustainable world. Two brothers from Iraq, Lutfi and Muataz, are also spreading joy by visiting orphanages, hospitals, schools and nurseries, and spreading positivity by singing about peace, love and harmony. Their melodies and harmonizing gets the youngsters hyped up and happy.

Jez'a Al-Matroufi and Fahad Ben Mansour, a Saudi pair, have been cleaning beaches in Jeddah every weekend since they can remember, helping to make their community a beautiful one. In Lebanon, Elizabeth Erbikian bakes a fresh batch of mana'keesh every morning, where she walks the streets to share them with strangers and individuals passing-by for free.

"Coca-Cola hopes to encourage more kind acts from people all over the Middle East and initiate a wave of happiness across the region," said Antoine Tayyar, Coca-Cola Middle East Public Affairs and Communication Director.