For decades, the polar bear has been a holiday tradition and beloved member of the Coca-Cola family. The holidays are also a time when Coca-Cola gives back and encourages consumers to do the same. But given that holiday timeframe, Arctic Home had to compete for people’s attention with a number of worthy causes, including some of the most well-known non-profits and charitable organisations in the world. We sought to inspire people and generate support for the cause, empower them to donate and provide them with the tools to advocate on behalf of the effort to reach an even broader audience.

We wanted to illustrate that when people come together and make an effort to help (even if it's just making a single $1 text donation), it can have a real impact. The thumbprint was a natural way to illustrate texting. All those thumbs (and all those texts) combine to make something beautiful, and together can help ensure that beauty is around for future generations to appreciate.

This was only year one of a planned 3-year initiative but has already become the largest integrated marketing platform in the history of Coca-Cola.

Results (Nov ’11 – March ’12)MEDIA IMPRESSIONS – 2,055,157,704 -- raising the profile of WWF and their work in the Arctic in addition to highlighting the plight of the polar bear.HARRIS POLL RESULTS – Coca-Cola catapulted from 15th to 3rd (after #1Apple and #2 Google)TOTAL DONATIONS $ - $1,788,572 in public donations (including match) will go toward the full creation and implementation of WWF’s Last Ice Area plan.