The creative was simple but impactful. By incorporating Polar Bears themselves into the design, we were able to convey the message that humans cannot stand by any longer. The activation was more about social good than selling Coca-Cola products, so we wanted the Polar Bears to take center stage. For that reason we incorporated our messaging into the coloring and traditional packaging design of Coca-Cola, transforming the brand’s iconic ribbon. The call-to-action was to donate via the web, so that individuals could help protect Polar Bear’s Arctic Home.

The design was adopted into a direct mail piece that was circulated across Canada. By connecting to individuals directly we felt that we could make a more personal statement than buying mass media or heavily investing into Out Of Home.

Coinciding with National Polar Bear Day, the ad resulted in mass awareness of Coca-Cola’s efforts to protect Polar Bear habitat and helped generate over $2 million for the World Wildlife Fund. This campaign became Coca-Cola’s most successful Polar Bear related initiative yet.