This campaign appeals to our optimism in times of crisis. It is a real story, with absolutely real characters, in which an encounter takes place between two people: Josep, the oldest man in Spain and Aitana, a newborn baby girl. Drawing on his 102 years’ experience, the old man gives her a series of common sense tips, in order to help her engage in life with keenness and excitement because, in spite of the hard times we have to endure, we’re here to be happy.

Nearly 400,000 people visited www.destapalafelicidad.es from 113 countries.

Over 16,000 people left a message for the newborns.

The spot was seen on Youtube over 1,000,000 times in less than one month, and was highly commented on in its category.More than 30 support groups and fan clubs sprung up on Facebook.The notoriety achieved went beyond advertising to be a message with real meaning for the consumer.And most importantly, for a brief moment an entire country forgot the financial crisis.

And remembered what really matters: You’re here to be happy.ExecutionTELEVISION: The actual encounter in which Josep traveled to Madrid to meet Aitana, who was being born at that moment, was broadcast on February 26th. An actual childbirth, a trip, and an encounter in which the centenarian, in an appeal to common sense, says that the only thing we won’t like about life is that it will seem too short. RADIO messages from ordinary people giving advice to newborns were collected on an answering machine. The messages were broadcast on major radio stations.INTERNET: In an unprecedented collaboration with a hospital, special cribs were made and equipped with a webcam and a monitor. People sent messages to the newborns over the Internet, while the messages appeared, live and in real time, on the screens over the cribs.

A DOCUMENTARY WELCOME PACK: OUTDOOR:The SituationCoca-Cola should be the brand which best understands, cares about, and supports consumers during these tough times. To be a beacon for optimism in times of crisis. Target: the communication aims to reach a universal target, namely, Spanish families (in the broadest sense) whose confidence has eroded because of the recession.The Strategy.Coca-Cola should be the brand which best understands, cares about, and supports consumers during these tough times // To be a beacon for optimism in times of crisis. Target: the communication aims to reach a universal target, namely, Spanish families (in the broadest sense) whose confidence has eroded because of the recession.

Action plan: create a campaign which involves the consumer on a deeper level thanks to its optimistic message.