I was recently impacted by a new global Coca-Cola campaign. Impressive when we come across the good old essence of the enchantment that advertising can bring, using new technologies, but not leaving aside poetry and the subliminal message.
The perfect mix between art, culture and consumption. The balanced combination of knowledge, disruption and marketing. A commercial that brings fantastic storytelling, without using a single word (and doesn’t even need it), but incorporates timeless images and is perfectly adapted and contextualized to today’s world.
genuinely inspiring
The campaign consists of film and digital content, featuring artwork by emerging artists as well as iconic works from around the world, surprising the viewer through a narrative that fuses culture, art and an electrifying experience in an innovative way. First launched in Latin America in March, it is now starting its “debut” in other markets in the coming months.
The film takes place in a museum and begins with the work ‘Large Coca-Cola’, dated 1962, a symbol of mass culture, elevated to the status of a work of art, through Andy Warhol, one of the highlights of Pop Art .
From then on, the bottle of the famous soda comes to life and interacts with several other works of art, such as “The Scream” by Munch; Van Gogh’s “Bedroom in Arles”; “The Shipwreck” by JMW Turner; “Drum Bridge and Setting Sun Hill at Meguro” by Utagawa Hiroshige; among others, and ends with the famous “Girl with a Pearl Earring” by Vermeer.
The campaign has already received almost 6 million views on the brand’s YouTube channel, in just over a month of its launch.
The film is UNMISSSIBLE and the other digital content, a set of eight collectibles, including interviews with five emerging artists, bring transmedia material displayed on a special hotsite and on OOH billboards.
Created by BLITZWORKS, directed by Henry Scholfield of Academy Films and post-production handled by Electric Theater Company, the Coca-Cola film also has a Digital OOH concept created by OpenX/David and the digital collectibles by TAFI & BLITZWORKS.
Cathy Birle is a partner at Adnews, Head of Content and Creative Business Strategist.
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