46664/Coca-Cola - "The Rumor"

Pereira O'Dell

Pereira O'Dell San Francisco, United States

14878

Бренд: 46664/Coca-Cola
Страна: Mexico

Рекламодатель: Coca-Cola Company

Заголовок	The Rumor
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)
История	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 will be at the core of the campaign created by Pereira & O’Dell. Elements include web films, TV, social activation, mobile, print, radio, packaging and OOH.
философия	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.
Тип медиа	Веб-фильм
Длина	434 seconds
Звуковая дорожка	"Clouds" by One Direction
Больше информации	https://www.youtube.com/user/cocacola
Руководство музыкальных рядов	Aminé Ramer
Original Score Composer	Grayson Sanders
Illustrator/Retoucher	Adhemas Batista
VFX	Laundry
Редактор	Umlaut Films
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
Head of Development, POD Entertainment	Robert Lambrechts
Director of Marketing/PR	Molly Parsley
Senior Film Producer	Victoria Whitlow
Co-Director of Client Services	Henry Arlander
Trailer and Interactive Editor	Collin Kriner
VP of Distribution	Joshua Brandau
Business Affairs Director	Russell Nadler
Poster Designer	Erik Buckham
Sr Production Designer	Aaron Rodriguez
VP Production	Jeff Ferro