Coca-Cola has long been synonymous with moments of joy and connection, bringing people together through shared experiences and laughter. With a rich history of iconic advertising campaigns, Coca-Cola continues to capture the hearts and imaginations of consumers worldwide.
The brief:
Expand on the "Real Magic" campaign, celebrating human connections and the magic of humanity. Pitch a creative idea that deepens emotional engagement. The concept should authentically reflect Coca-Cola's values and resonate with our audience.
Insight:
It is challenging to let our guard down and the pressure to present oneself as perfect creates barriers to genuine human connection.
The creative idea:
"Lighten it up" campaign introduces more lightheartedness into our lives, alleviating societal pressure and providing moments of relief from the expectations of adulthood.
The executions:
The creation of "burping ads" placed in crowded public spaces, designed to catch people off guard, evoking a moment of embarrassment followed by shared laughter. Print ads illustrating people sharing laughters when Coke accidents inevidably happen, highlighting the inherent humor in everyday moments, particularly when enjoying a refreshing Coca-Cola.
Our photo booth vending machine allows people to win a refreshing Coke with their silly selfies. People can also participate through social posts with hashtag #lightupwithcoke.
Finally, we’d create a space where people can shed societal pressures for a moment and “vandalize” by freely drawing on the walls and floors.
Our campaign seeks to celebrate the lightheartedness of drinking Coke, fostering moments of genuine connection and friendship through shared laughter.
Back