Cannes Lions

NON-ALCOHOLIC SPARKLING BEVERAGE

WIEDEN+KENNEDY, Portland / COCA-COLA / 2015

Awards:

1 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

Here’s a Super Bowl spot we made for Coca-Cola that imagines what would happen if we opened happiness (and spilled it) online.

The Internet has become a hotbed for negativity and hate. As one of the world’s most positive brands, Coca-Cola wanted to remind viewers that we all have a choice in how we choose to behave online. You can make someone hurt or you can make someone’s day. Our suggestion? #MakeItHappy.

Execution

Across Coke-owned social channels and our campaign hub at GoMakeItHappy.com we encouraged viewers to find and reply to negative tweets with a special hashtag: #MakeItHappy.

We built a Twitter bot that transformed these hateful tweets into happy visuals. The bot took the text from the original negative tweet and transformed it into happy, text-based ASCII art to share.

Twitter feeds, once filled with negativity, overflowed with happy art. For Coke’s followers and those participating, Twitter feeds began to mirror the positive Internet in our spot.

Outcome

AHH caught the attention of media outlets like AdWeek, Co.CREATE, Mobile Marketer, Redditors, and even made it into a question on Who Wants to Be a Millionaire. More importantly, teens loved the random, entertaining assortment of cats, carbonation and creativity. With over 9.6 million site visits and 6:27 minutes on average spent, Coca-Cola experienced about 66 years of brand engagement. No matter how many H’s you type: you’ll find an AHH. Together they make up the feeling contained in one sip of Coke. It’s an Internet’s-worth of happiness. It’s the AHH effect.

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