Cannes Lions

COCA-COLA

PEREIRA & O'DELL, San Francisco / COCA-COLA / 2015

Awards:

6 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

The number of Latin Americans with internet access has led to more brands utilizing branded content as a way to reach their intended target. The Latin American market has a strong digital footprint. The continent has 159 million consumers online –- a 21% increase from last year (2012) –- and 42% of these users are in Brazil, while 15% are in Mexico. Mexico and Brazil are now among the top 5 global markets for branded entertainment. Branded entertainment in Brazil was one of the fastest growing markets worldwide in 2014 after it hosted the FIFA World Cup. While in Mexico, paid placements in telenovelas remain the primary revenue driver in the Mexican branded entertainment sector.

Execution

Combining the icon of true friendship, the fist bump, and the iconic Coca-Cola ribbon, we created a series of powerful images that showed opposites and rivals coming together in the name of true friendship. From racial to religious to class disparities, these impactful images sparked a conversation among teens and showed the beauty of genuine connections.

Outcome

By addressing these sensitive issues in such a visually arresting and positive manner, the campaign appeared brave in the eyes of teens. Our target audience felt reconnected with the brand, feeling like they were understood and talked to in a relatable yet powerful way. The design that went into these pieces of communication was not only memorable, but sparked a conversation everywhere teens went, acting as a reminder that they had true friends all around them.

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