Coca-Cola - "Coke Hear Case Study" by ANDY Awards 2020
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Coca-Cola - "Coke Hear Case Study"
- Brand: Coca-Cola
- Country: United States
- Advertiser: The Coca-Cola Company
| Title | Coke Hear Case Study |
| 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. |
| Media Type | |
| Length | |
| AI Description | This advertisement by Coca-Cola, titled "Coke Hear Case Study," utilizes the concept of synesthesia to bridge visual and auditory senses. The ad features bold red and black visuals with the Coca-Cola logo prominently displayed. It plays on the viewer's sensory memory by showing macro images of Coca-Cola bottles being uncapped, bubbles rising, and a cold drink being poured, all eliciting familiar sounds without any audio. The viewer is challenged to hear these sounds in their mind, making it an innovative way to engage auditory senses through visual means. The ad celebrates Coca-Cola’s iconic nature and attempts to revive nostalgia and brand recognition through sensory engagement. |
| 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 |
