46664/Coca-Cola - "Something Unexpected"

Pereira O'Dell

Pereira O'Dell San Francisco, Vereinigte Staaten von Amerika

13864

Marke: 46664/Coca-Cola
Länder: Mexiko

Werbende: Coca-Cola Company

Titel	Something Unexpected
Agentur	Pereira O'Dell
Kampagne	#TrueFriendship (#VerdaderoAmigo)
Werbende	Coca-Cola Company
Marke	46664/Coca-Cola
Datum der ersten Ausstrahlung/Veröffentlichung	2015 / 4
Geschäftsbereich	Soft Drinks, Tonics
Philosophie	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.
Ergebnis	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.
Medientyp	Internet-Film
Länge	405 seconds
Soundtrack	"Clouds" by One Direction
Mehr Informationen	https://www.youtube.com/user/cocacola
Leitung Musik	Aminé Ramer
VFX	Laundry
Original Score Composer	Grayson Sanders
Illustrator/Retoucher	Adhemas Batista
Cutter	Umlaut Films
Musik	One Direction
Executive Creative Director	Jaime Robinson
Creative Director	Rafael Rizuto
Group Creative Director	Jason Apaliski
Chief Creative Officer	PJ Pereira
Projektmanager	Lauren Parker
Etatdirektor	Mona Gonzalez
Account Executive	Rose Valderrama
Leiter Strategie	Ana Cortat
Strategist	Sara Lezama
Art Director	Luke Acret
Texter	Omid Amid
Designer	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