Cannes Lions

COCA-COLA

THE COCA-COLA COMPANY, Atlanta / COCA-COLA / 2012

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Overview

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Credits

Overview

Execution

In recent years, Coca-Cola has struggled with storytelling in outdoor, especially whentalking to their core target – teenagers. They often called Coke advertising “fake” and“not real.”But, what if instead of creating images of how the brand perceived teens, these youngpeople were invited to share their own brand perspective and experience.Through Facebook, Twitter, and even talking to teens on the street, we found thebrand's greatest enthusiasts and invited hundreds of them to share their stories duringa unique event.Sharing each other. Sharing their stories. And of course, sharing a Coke.And all the while, unexpected moments were captured for use in outdoor advertising.Not only have their personal film stories been shared with the world on YouTube andFacebook, but their images have appeared across four continents in various media,giving just a little something back to the brand’s greatest fans.

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