Cannes Lions
SRA. RUSHMORE, Madrid / COCA-COLA / 2016
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A professor shows his students how to look more deeply into.
He begins by asking them what a tree is for them, but they answer him literally. The professor tells them it could be much more: shade for a traveller, a secret hiding place, or a symbol of life.
Next he asks them for metaphors for a park bench. The students once again answer literally, and he explains that it is also a lookout, a time capsule, and a conversation-starter for strangers.
When the professor grabs a Coca-Cola, the students—without think about it—starting tossing metaphors out: a sunset, a love story, an apology…
Finally, the students have understood the exercise but now it’s the professor who answers literally: It’s a Coca-Cola—I was (just) thirsty.
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