Cannes Lions

Create Real Magic - AI Holiday

HOGARTH, London / COCA-COLA / 2024

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Overview

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Credits

Overview

Background

Born out of Coca-Cola’s Create Real Magic campaign, Coca-Cola wanted to invite fans around the world to create and share acts of kindness during the 2023 holiday season. The brand invited everyone around the world to use the first-of-its-kind AI platform that generates original artwork from the Coca‑Cola archives. This included iconic brand assets — like its cherished depictions of Santa Claus, beloved polar bears, and endless winter wonderlands.

Inspire human connection, ignite self-expression, and connect communities through Coca-Cola’s Generative AI platform. Put the brand into people’s hands and inspire them to visit CreateRealMagic.com to create a holiday greeting to share with their friends and family. Each greeting card could be downloaded, emailed, and posted to social media to inspire self-expression and share as acts of kindness.

Outcome

We created 24 digital billboards around the globe including iconic landmarks like New York’s Times Square, Shibuya Crossing in Tokyo Japan, and London’s Piccadilly Circus. Each billboard was unique in the design and content. We curated culturally relevant art and copy for each screen to resonate with each community and foster human connection in a personalized way.

Coca-Cola proved yet again that it is a brand truly pushing technology into the future. By putting the brand into the hands of people, Coca-Cola ignited communities to spread joy and express their imagination through the power of AI. That’s magic!

- 1.34 billion impressions, and counting

-Ranked #1 brand in AI activation by AdAge

-5,046,257 total organic impressions

-300k cards were created by fans all over the world

-100k account sign-ups

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