Cannes Lions

COCA-COLA

MCCANN MOMENTUM , Philippines / COCA-COLA / 2012

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Overview

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Credits

Overview

Execution

A billboard made with 36,000 Fukien tea plants, which are endemic to the Philippines. Each plant absorbing approximately 46, 800 lbs. of carbon/year. To sustain the plants we developed a unique watering system that recycles rainwater and precisely distributes it to each plant on the 60 ft. by 60 ft. structure.

The structure itself was carefully designed to monitor wind speed and rainfall and was built with plans to preserve the plants in gale force winds.

Outcome

Immediately after the launch, Internet buzz erupted with tens of thousands of user-generated posts. The billboard instantly landed in the front-page newspaper.
It grabbed international attention through international websites -- Forbes
Huffington Post, Ad Age, Ad Week Ads of the World, AdForum. Generating P38.2M earned media at 1:17.5 ROI.

In the Spikes Asia Awards 2011, it was part of the finalist and won Bronze.

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