Coca-Cola - "Coke board" by ANDY Awards 2020
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Coca-Cola - "Coke board"
- Brand: Coca-Cola
- Country: United States
- Advertiser: The Coca-Cola Company
| Title | Coke board |
| Agency | DAVID |
| Campaign | Try Not to Hear This |
| Advertiser | The Coca-Cola Company |
| Brand | Coca-Cola |
| Date of First Broadcast/Publication | 2019 / 4 |
| Product | Coca-cola |
| Story | How could a 126-year-old brand remind people of its iconic-ness? By showing them that they only need their memories of the “Coca-Cola experience” to enjoy a refreshing Coke without even holding one in their hands. We launched the first audible visual campaign ever. It’s a series of macro photographs of iconic Coca-Cola rituals (e.g., the uncapping of the bottle) that challenge the viewer to play the sound in their head. The audience will inevitably produce this sound ourselves in their brain because years of Coca-Cola’s sensorial memory helps associate the image with the sound. |
| AI Description | The Coca-Cola ad campaign, titled 'Coke board,' cleverly blends auditory and visual elements to evoke the iconic sound of opening a Coke. The advertisement features a close-up image of Coca-Cola’s effervescent bubbles, which instantly triggers the viewer's auditory memory. The text 'TRY NOT TO HEAR THIS' invites the audience to participate in a sensory experience through synesthesia, where their brain perceives sound without direct auditory input. This campaign aims to tap into the collective memory and nostalgia surrounding the classic Coca-Cola experience. The use of bold typography and a predominant red color scheme reinforces the brand’s identity and timeless nature. Images below depict the Coca-Cola bottle being uncapped, further enhancing the nostalgic and sensory association with the brand. |
| Agency | DAVID Miami |
| Client | The Coca-Cola Company |
| Managing Director / Global COO | Paulo Fogaça |
| Executive Creative Director | Ricardo Casal |
| Executive Creative Director | Juan Javier Peña Plaza |
| Group Creative Director | Fernando Pellizzaro |
| Group Creative Director | Jean Zamprogno |
| Art Director | Andy Tamayo |
| Copywriter | Alex Allen |
| Creative Coordinator | Cristina Cornejo Ayala |
| Head of Global Production | Veronica Beach |
| Producer | Renata Neumann |
| Producer | Ricardo Ceballos |
| Director of Strategy | Jon Carlaw |
| Senior Brand Planner | Matias Candia |
| Planner | Anastasia Lara |
| Head of Account Management | Carmen Rodriguez |
| Account Director | Stefane Rosa |
| Account Supervisor | Jenny Gobel |
| Account Executive | Nneoma Chukwueke |
| CEE IMC Director | Dmitry Muzychenko |
| CEE Creative and Content Excellence Director | Sergey Sverzhinskiy |
| CEE Coca-Cola Content Lead | Camilla Zanaria |
| CEE Coca-Cola Content Lead | Laura Legrenzi |
