This is a brilliant little YouTube video from Coca-Cola. Even if you are not a fan of the company or the product you have to admit this is pretty funny. This little piece satire from Coke features great writing and production value. Produced by Memac Ogilvy for Coca-Cola this is a winner on so many levels. Now, they need to start selling the “Social Media Guard” for everyone that is addicted to social media.
You have to hand it to Coke. A really nice viral video, dropped just before Thanksgiving and leading into the holiday season, with a very subtle hint of advertising. Well produced with great copywriting. Even if your not a fan of Coca Cola, you have to admit the overall message here is a positive one. In just 10 days this has grabbed almost half a million views.
The original ad ran earlier this year, and this updated version starts with a different lead in. I still love it though.
Coca-Cola’s latest “Happiness Project” has landed at a mall in Seoul South Korea. This time it comes in the form of a giant interactive vending machine powered by a Microsoft Kinect. The premise is simple, follow the moves shown on screen and the better you do, the more free drinks you get. Like all games there are different levels of skill from easy to hard with the hardest giving away the most free drinks. If you watch the video, you can see just how successful this was with kids at the mall. Not only did the machine attract a crowd, but many of the kids stayed for an extended period of time watching others dance and compete. In addition to the physical presence of the vending machine, Coke added a social hook to it by allowing people that participated to upload photos to Facebook and Twitter as well.
My favorite part of this… If you are going to give away calorie packed sugar filled drinks. Make people exercise for them.
A couple of weeks ago I posted about Google’s “Project Re-Brief”. The video below is the one of the installments from the series featuring Harvey Gabor reworking his famous Coca-Cola “Hilltop” commercial from 1971.
This video shows Gabor working through new approaches, talking about the original idea, and the creative that went into the original TV spot. What I love about this is the fact that after years of retirement, Gabor still has it. He is every bit as creative and inventive as he ever was, and the Google staff has so much respect for him. If you want to see a master at work, watch the video below.
“And yet despite almost two decades of innovation online, digital ads are still being used to simply inform more than they’re being used to connect, engage and entertain. So we designed this experiment to re-imagine what advertising can be and push the boundaries of how creative ideas and our technology can work hand in hand.”
Google, Project Re-Brief.
Over the last few years as projection mapping has become all the rage for large scale product announcements, we have seen it go from novel, to immersive, to in many cases just projecting motion graphics on the side of a building.
Projection mapping has become so popular that with many examples you see today, the object that has something mapped onto it is no longer transformed. That object is simply a movie screen to shoot images on. So when I see something that truly transforms the space and the experience it gives me hope that the medium hasn’t jumped the shark.
For Coca-Cola’s 125th Anniversary Exhibition’s Future Room concept, Antilop transformed Turkish modern-art museum Santralistanbul’s Galeri 1 into an immersive environment by creating 90 square meter of 270-degree projection system. The video is impressive, but I’m sure it doesn’t do justice to the actual space. The motion graphics and animations that were created for this piece by Can Büyükberber for Antilop are really well done, and the 270-degree experience looks like it helps sell the visuals by allowing the floor and ceiling to become part of the working structure.
I’m not sure how I feel about Coca-Cola basically advertising in an art gallery and calling it art, but the work is impressive none the less.
Creative Directors: Refik Anadol, Maurizio Braggiotti, Efe Mert Kaya
Art Direction,Visual Artist : Can Büyükberber
Production Director: Serkan Arslan
Sound Design: Kerim Karaoğlu
Technical Company: Visions
Wieden & Kennedy have spent the last three months watching old football reels, and game play to help prepare for the integrated advertising campaign they have prepared for Coca-Cola’s Super Bowl effort this year.
As part of a Facebook campaign at http://www.cokepolarbowl.com, Wieden & Kennedy have prepared two versions of a 60-second spot slated to run during the second quarter. The spot that airs will be based on who has the lead at half time. In case of a tie, the commercial that airs will be based on the most recent plays and which team is most in need of a Coke.
The ad is a simple concept. The “Catch,” shows two polar bears watching the Super Bowl, each wearing a scarf in his team’s colors: red and white for the Giants and blue and white for the Patriots. During a commercial break, one of the bears steps outside and sees a group of polar bears lounging and drinking Coke. One of the bears tosses him a Coke and he fumbles the bottle. An acrobatic dance across the ice ensues until he slides to a halt with the bottle finally secured. The bear whose team is losing will be the one to step outside the cave.
This is really a cutting edge campaign. The technical challenge of managing the time-delay on bear responses, plus timing to the last-minute on which commercial will run. I’m sure NBC is not really thrilled with the idea of this style of campaign becoming common place, but the concept is brilliant.To help manage all of the back-end work needed to pull this off,
NBC and Wieden & Kennedy will have execs on site at NBC and ESPN to manage different versions of the broadcast ads. Coke project lead Pio Schunker will have a command center in New York, where a team and key execs from Wieden & Kennedy will manage the live Facebook stream and animation of the bears. that team will be located in a control room at Major League Baseball’s Advanced Media group. Using a hacked Xbox system, the creative team from Wieden & Kennedy will manipulate the bears to respond to what is going on in real time. The actions, whether a “Sigh” or a happy dance, are slightly randomized, so even the creative puppeteers, don’t know exactly which action the bears will do.
“Watching the game this year? So are the Coca-Cola® Polar Bears. On February 5th, join the Polar Bears as they watch the game and chat with fans LIVE at www.CokePolarBowl.com. For each RSVP, Coca-Cola will donate $1 to World Wildlife Fund to help polar bears and their Arctic home.* RSVP now and visit www.CokePolarBowl.com on game day to hang out and chat with the Coke Polar Bears during the game. And don’t worry; they’ll bring their own Coke.
Visit www.CokePolarBowl.com on your mobile device, too! You’ll see a constant stream of real-time, shareable highlights from the LIVE polar bears to send to fellow fans, friendly rivals and other polar bears (if you know any).”
Anyone who has been to a movie in the last few years has probably seen one of Coca-Cola’s 3D animated shorts for the “Happiness Factory” series. Every time I see one of these I am amazed at the production quality, the story telling component, and the depth of the visuals. These can not be cheap to produce, and they must take months to develop from start to finish. The video below is the latest and greatest from Coke. It is also the most ambitious coming in at right around 7 minutes in length. If you have the time watch this surreal, often trippy 7 minute installment of the “Happiness Factory”.