Cannes Lions

MIRAGE

HUNGRY MAN, Los Angeles / COLA-COLA / 2013

Case Film

Overview

Entries

Credits

Overview

Description

As one of the largest globally iconic brands- Coca-Cola has found new and interesting ways of interacting with the consumer.

This 60 second interactive Super Bowl spot for Coca-Cola depicts three teams racing for a beyond large bottle of Coke. The badlands, cowboys, and showgirls race through desert, while the spot asks viewers to help them via social media. Closing with a cliffhanger the group realizes the bottle is simply a "mirage" - a sign pointing them to the actual bottle of Coke that is 50 miles ahead. Using Social media, the viewers were able to make a majority based decision as to which 30 second spot was aired post game time... reminiscent of a "choose your own adventure" story.

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