Jaime Robinson
co-Founder and CCO at Joan
San Francisco, United States
ЗаголовокVoice Crack
Агентство
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
VFX
Original Score Composer
Illustrator/Retoucher
Редактор
Музыка
Исполнительный креативный директор
Креативный директор
Креативный директор группы
Главный креативный директор
Менеджер проекта
Директор рабочей группы клиента
Делопроизводитель
Директор по стратегии
Музыка One Direction
Стратег
Арт-директор
Копирайтер
Дизайнер
VP of Distribution
Head of Development, POD Entertainment
Business Affairs Director
Co-Director of Client Services
Director of Marketing/PR
Senior Film Producer
Trailer and Interactive Editor
Poster Designer
VP Production
Sr Production Designer

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