Cannes Lions

The taste that make us unique

McCANN LIMA, Lima / COCA-COLA / 2017

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Overview

Entries

Credits

Overview

Description

We joined an artist’s collective and used Lego Ideas, a social media platform on which people can upload ideas under the promise that if they reach 10 thousand votes they will consider mass producing them.

With this in mind the artists created a model inspired by the Retablo Ayacuchano, a sophisticated Andean folk art in the form of portable boxes which inside showed different situations or landscapes from Perú.

Yes, a Lego set that encloses what’s unique about Peru and of course Inca Kola will be there.

Up to this point, 0 dollars were invested. And we only spend a little money when, on social media, we decided to ask the whole country to vote to make our project a reality.

Execution

The first step to make it all happen was finding an artist collective willing to make a mock-up out of Lego pieces to enclose everything unique about Peru.

The artist proposed making a model inspired in the Retablo Ayacuchano, a sophisticated Andean folk art in the form of portable boxes which inside showed different situations or landscapes from Perú.

The relationship between the artist and the brand was o total collaboration; there was no money involved.

Once the mock-up was finished we uploaded it to LEGO IDEAS and the only advertising the brand did was, using social media and different events around the country, motivate people to vote for the model.

Outcome

- Celebrities, Media outlets, youtubers, even Peruvians abroad joined the movement.

- It took only a few days to get the required number of votes. However, millions of people were impacted by the idea.

- We get over 8.9 million impressions and USD$254,000 in earned media in just two weeks

- 30% increment in the pride levels Inca Kola inspires in peruvians.

- Trendic topic in Peru on Twitter and Facebook for 2 weeks

- Popular project in Lego ideas site for 5 consecutive weeks

- The most successful campaign in social media in the brand history

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