Coca-Cola 80 años
The Client, the Agency, and the Context
The Coca-Cola Company has the portfolio of the most popular and iconic beverages on the planet.
Due to our excellent performance, Coca-Cola assigned us the challenge of designing and executing the massive campaign for their 80th anniversary celebration in three countries in the region: Argentina, Brazil, and Bolivia.
STRATEGY AND CREATIVITY
After over a decade of working together and having a deep understanding of the brand strategy, tone, corporate communication drivers, and the company’s communication profile, we were tasked with developing a single conceptual idea for the celebration across three countries, with executions that needed to connect with the local look & feel of each place.
From this challenge, we developed the concept of “Wishes for the Future” and created tailored pieces for each medium in the campaign.
CREATIVE PRODUCTION AND RESULTS.
Despite significant budget constraints for a campaign that required independent implementation in each country, we managed to produce a main spot and content for other digital media, not only within a very tight timeframe but also with a cinematic and visual quality typically associated with commercials that demand two or three times the investment.
The main spot for “Wishes for the Future” was filmed over two days in Buenos Aires, with different actors for each country, incorporating localized packaging and product types, as well as voiceovers. Additionally, the agency’s music division, Negril Music Studio, created an original musical piece fully aligned with the brand’s concepts.
The campaign included photography for various print and digital pieces and the adaptation of the central concept for radio, social media, OOH, and other media.
The initial digital results were very positive, with positive sentiments exceeding 80% (less than 2% negative) and engagement rates higher than the average of other campaigns conducted by the company.
