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#CannesLions 2012 Gold Outdoor: SHARE A COKE

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Published on Jun 27, 2012

https://www.facebook.com/Compartiendo...
SHARE A COKE
COCA-COLA SOUTH PACIFIC
COCA-COLA
OGILVY & MATHER Sydney, AUSTRALIA

Advertiser COCA-COLA SOUTH PACIFIC
Product COCA-COLA
Entrant OGILVY & MATHER Sydney, AUSTRALIA
Type of Entry: Integrated
Category: Integrated campaigns led by Outdoor
Title: SHARE A COKE
Advertiser/Client: COCA-COLA SOUTH PACIFIC
Product/Service: COCA-COLA
Entrant Company: OGILVY & MATHER Sydney, AUSTRALIA
Advertising Agency: OGILVY & MATHER Sydney, AUSTRALIA
CREATIVE CREDITS
Name Position
Chris Ford Executive Creative Director
Boris Garelja/Brian Merrifield Creative Director
Alex Stainton/Omid Amidi Copywriter
Jakub Szymanski/Liam Hilliar/Luke Acret Art Director
Suzie Baker/Vickie Mogensen/Adam Lee Account Supervisor
Print - Sonia Ebrington. Digital - Caidryn Roder/Jason Bernard Producer
Gerry Cyron/Damian Damjanovski Planner
Gerry Cyron/Damian Damjanovski Planner
Ikon - Media And Digital Implementation And Investment. Naked - Communications Strategy. Wunderman - Other Credits
Description of Ambient execution
We needed to get Australians to start talking about 'Coke' again, and to start consuming the product, not just the brand. So we printed the 150 most popular Australian names on 'Coke' bottles and invited people all over to re-connect and 'Share a Coke'. And through live stunts and promotional events, including a large-scale interactive billboard, where passers-by could text in a friend's name to see it projected up in lights. And 3 DIY kiosks that toured 18 shopping centres around the country, where fans could get any name they wanted printed on a can - 'Coca-Cola' once more became part of people coming together through the best conversation starter of all - a first name.

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