Cannes Lions

ZERO CLUE

OGILVY FRANCE, Paris / COCA-COLA / 2013

Case Film
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Overview

Entries

Credits

Overview

Execution

Our insight inspired our innovative design thinking: Everyone in the world knows and has tried Classic Coke but what will it take for people to notice the difference between it and Coke Zero? And how could we leverage Coca Cola can it self?

Wedeveloped a simple yetprovocative design idea: transform a red Coke can to a black Coke Zerocanwhile in our consumers hands

After extensive R&D, we pionee red the technology that enabled our design to become reality - transforming Coca-Cola’smost valuable as set into real-time media space that would surprise and delight our target audience.

The complexity of the technology lies in a combination of 3D printed, rolling panels (Coca-Cola & Coke Zero), a battery powered motor & pressure sensors. (see attached diagram)

After an initial investment of US$40 000, TCCC is now look to roll the technology out on a mass scale and in so doing, re-define the taste test of the future, today.

Outcome

The technology was inspired by a simple advertising concept that is the taste-test. Technology and R&D enabled us to revolutionize the can and therefore the taste-test itself. In short, the idea of a red Coca-Cola can changing to a black Coke Zero can in someone’s hands is where the imagination of art direction met the magic of technology.

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