Coca-Cola - "Ktch" by ANDY Awards 2020
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Coca-Cola - "Ktch"
- Brand: Coca-Cola
- Country: United States
- Advertiser: The Coca-Cola Company
| Title | Ktch |
| 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 ad showcases a close-up macro image of a Coca-Cola can being opened. The focus is on the liquid and bubbles as they splash with vivid textures highlighted. The ad uses the tagline "Try Not to Hear This" to evoke the familiar sound of a can opening, appealing to the viewer’s auditory memory. Through rich imagery, it aims to remind viewers of the quintessential Coca-Cola experience, relying on the iconic sound associated with opening a can. The overall aesthetic is modern and detailed, spotlighting the sensory memory connected to the brand's ritual of opening a soda can. |
| 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 |
