We wanted to get closer to superhero fans in an immersive way
The 27th edition of the International Festival El Ojo de Iberoamérica 2024, held at the La Rural Convention Center, in Palermo, in the city of Buenos Aires, Argentina, entered its second day with the panel ‘The power of collaborations to reach the heart of consumers’, taught by Gabriela Carracedo, front line senior marketing director of The Coca-Cola Company for Argentina and Uruguay.
Innovation sets the tone for Coca-Cola’s 138-year history. With the consumer at the center of communication strategies, the brand creates a dynamic of partnerships not only to launch products, but to surprise and connect with new generations.
Under the motto ‘Real magic’, one of the collabs was held earlier this year with Marvel. “We wanted to get closer to superhero fans in an immersive way”, highlighted Gabriela. In addition to collectible cans, the action included activations at points of sale and developments in the digital environment.
With Mondelez’s Oreo cookies, the intention was to offer a unique flavor experience. The action, maintained for three months, was part of the Coca-Cola Creation platform. In the digital environment, it was reinforced by Spotify. “The news caused stocks to run out in a short time,” said Gabriela.
With the Coke Studio platform, the partnership is with artists and music festivals. But it’s not just Coca-Cola that attracts employees. Fanta also activated the brand this year together with Warner, at the launch of the film ‘Beetlejuice – Ghosts Have Fun’. The action encouraged young people to try the new flavor of soda on Halloween. Fanta also joined Pac-Man, one of the most famous games of the 1980s.
Gabriela also recalled campaigns that strengthen the brand’s ties with Argentines in films created by Grey, from WPP. The pieces position Coca-Cola as a witness to unforgettable moments between family and friends.
Festival
In a ceremony scheduled for 7 p.m., the festival will reveal the winners of two awards: El Ojo Directo, El Ojo Sports, El Ojo PR, El Ojo Media, El Ojo Vía Pública, El Ojo Creative Business Transformation, El Ojo Content, El Ojo Local and El Ojo Best Latin Idea for the World.
The festival ends this Friday (15). The trial of the pieces began on October 29th with more than 300 jurors, who voted online, and 18 jury presidents. They selected the finalists and then the Gold, Silver and Bronze winners.
Between Brazilian presidents and jurors, Brazil had 48 professionals, who helped choose the most creative works in Latin America. A group of 43 Brazilians analyzed works in 17 of the festival’s 19 categories.
Among the five jury presidents in Brazil are Vanessa Giannotti, vice president of media at Ogilvy Brasil and BR leader of OpenX at WPP; Fred Luz, director of O2 Filmes; and Rafael Urenha, founding partner and CCO of the Gallery. They led the Media, Audiovisual Production and Digital & Social juries, respectively. Paulo Areas, CCO and head of business transformation at TBWA Spain, headed the Direct jury, while Vanessa Brandão, global marketing director for core beer at the Heineken group, led the Efficacy jury.
Brazilians are also among the speakers: Rafael Nasser, CEO of Hogarth Brasil; Keka Morelle, CCO Latam at Ogilvy Latina; Bruno Regalo, global chief design officer at TBWA Worldwide; and Icaro Doria, president and CCO of DM9. This year, more than 30 professionals pointed out the path to be taken by creativity in the coming years, with inclusion, technology and artificial intelligence.
