Заголовок | Voice Crack |
Агентство | Pereira O'Dell |
Кампания | #TrueFriendship (#VerdaderoAmigo) |
Рекламодатель | Coca-Cola Company |
Бренд | 46664/Coca-Cola |
Дата первой трансляции/Публикации | 2015 / 4 |
Бизнес сектор | Безалкогольные напитки, тоники |
Слоган | #TrueFriendship (#VerdaderoAmigo) |
философия | True Friendship (#VerdaderoAmigo) is Coca-Cola’s newest campaign from Latin America inspiring the choices that activate unity, teamwork and happiness in young people by driving the message to choose to live #TrueFriendship. A true friend is the most valuable commodity available in a time where harsh words and actions are easily heard and nearly inescapable. Coca-Cola is seeking to enable the true connections that shape the way we are in its new campaign.” Digital and content are at the core of the campaign created by Pereira & O’Dell. Elements include web films, TV, social activation, mobile, print, radio, packaging and OOH. |
Результат | the campaign provides multiple outlets and digital opportunities that invite teens to connect with friends through refreshing and unique experiences that includes: • Web Films – These three poignant web films focus on empathetic “crossroads moments” where true friends become heroes. The films titled “The Text”, “The Rumor”, and “Something Unexpected” each address the gossip, secrets and isolation caused by cruelty.• Icon – In a visual representation, Coca-Cola has transformed its iconic ribbon to form two hands in a fist bump. The universal symbol of friendship.• Social Activation – with the hashtag #VerdaderoAmigo (or #TrueFriend), anyone can spread the word and celebrate a true friend by mimicking Coca-Cola’s fist bump ribbon, creating complex handshakes, sharing funny crossroads vines, or posting Instagram photos with their true friend.• Music – One Direction’s “Clouds” from their fourth album will be the featured theme music throughout the “True Friendship” campaign. The band will also appear in print and vines. As the band themselves experience a tricky transition evolving from boys to men, it is a transition that they have successfully navigated.• Documentaries – Coca-Cola will work with MTV to feature several short documentaries of digital influencers who will share stories about meeting their closest friends, their crossroads moments and the outcomes of their life choices.• Merchandising – Additionally, giveaways and merchandising will include cell phone cases featuring the fist bump ribbon, an ear bud splitter so you can share your music, as well as a device that allows you to share your mobile phone battery with a friend who is running low.• TV – Coca-Cola will release a TV spot called "Voice Crack" that tells the story of a teen that comes to the aid of his friend when a talent show performance goes wrong.• Package Design – The iconic fist bump ribbon will also appear in-stores on Coca-Cola bottles and cans.• Professional Athletes – The campaign will feature vines, print and a choose-your-own-adventure style interactive video staring some of the world's premiere futbol players like Javier 'Chicharito' Hernández, Raúl Jimenez. #VerdaderoAmigo #TrueFriend |
Тип медиа | Телевидение |
Длина | |
Звуковая дорожка | "Clouds" by One Direction |
Больше информации | https://www.youtube.com/user/cocacola |
Руководство музыкальных рядов | Aminé Ramer |
VFX | Laundry |
Original Score Composer | Grayson Sanders |
Illustrator/Retoucher | Adhemas Batista |
Редактор | Umlaut Films |
Музыка | One Direction |
Исполнительный креативный директор | Jaime Robinson |
Креативный директор | Rafael Rizuto |
Креативный директор группы | Jason Apaliski |
Главный креативный директор | PJ Pereira |
Менеджер проекта | Lauren Parker |
Директор рабочей группы клиента | Mona Gonzalez |
Делопроизводитель | Rose Valderrama |
Директор по стратегии | Ana Cortat |
Музыка | One Direction |
Стратег | Sara Lezama |
Арт-директор | Luke Acret |
Копирайтер | Omid Amid |
Дизайнер | Moses Kelany |
VP of Distribution | Joshua Brandau |
Head of Development, POD Entertainment | Robert Lambrechts |
Business Affairs Director | Russell Nadler |
Co-Director of Client Services | Henry Arlander |
Director of Marketing/PR | Molly Parsley |
Senior Film Producer | Victoria Whitlow |
Trailer and Interactive Editor | Collin Kriner |
Poster Designer | Erik Buckham |
VP Production | Jeff Ferro |
Sr Production Designer | Aaron Rodriguez |