Coca-Cola Italia – BLIND BOTTLE
Coca-Cola Classic – SEALS/PENGUIN
Coca-Cola Brazil – TRUCK/HYDRANT
Coca-Cola India – BARCODE
Coca-Cola India – GLASSES
Coca-Cola New Zealand – ENJOY Campaign
Advertising Agency: Publicis Mojo, New Zealand
Creative Director: Laclhan Mcpherson
Copywriter: Seymour Pope
Art Director: Laclhan Mcpherson
Photographer/Illustrator: Kane Mcpherson/Mike Shepherd
Coca-Cola Spain – FISH TANK/NEW HOUSE
Coca-Cola Poland – BOOKSHELF/PENCIL
Coca-Cola India – BARBER SHOP/MAN IN THE SHADOW
In India, the word ‘Thanda’ has many meanings. It means ‘cool’, ‘cold’, as well as ‘refreshing’. Any refreshing drink, including soft drinks are also referred to as ‘thanda’. Guests are asked whether they would prefer coffee, tea or ‘thanda’ (something cool and refreshing). Therefore the headline in Hindi (the local language) means “Cool Means Coca-Cola”.
Advertising Agency: McCann Erickson India
Creative Director: Prasoon Joshi
Copywriter: Prasoon Joshi
Art Director: Akshay Kapnadak
Photographer: Altaf Khan
Gold Lion for the campaign
Coca-Cola India – REFRESHING WIND/REFRESHING BATH/REFRESHING RADIATOR
Coca-Cola Italia – BOTTLE/KISS
Coca-Cola UK – THE REAL WORLD OF COCA-COLA Campaign
Coca-Cola de Argentina – FACES
Advertising Agency: McCann Erikson Argentina
Creative Director: Martin Mercado/Esteban Pigni
Copywriter: Pablo Romano/Martin Mercado/Esteban Pigni
Art Director: Christian Maselli/Diego Tuya/Denise Rodman
Photographer: Charlie Mainardi
Coca-Cola, Germany – BLACK
Coca-Cola, Germany – THOUGHT/DREAM/IDEA
Advertising Agency: Springer & Jacoby, Hamburg
Creative Director: Till Hohmann/Axel Thomsen/Bettina Olf
Copywriter: Menno Kluin
Art Director: Menno Kluin
Coca-Cola Spain – CLOUDS/SHAME
Coca-Cola Spain – MANDALA/MOON/WAVE
Coca-Cola Philippines – VALENTINES
Coca-Cola Japan – Coke, Please Campaign
Coca-Cola Pacific – SURFER
Advertising Agency: Ogilvy & Mather, Singapore
Creative Director: Sanol Dabral
Copywriter: Neil Flory
Art Director: Alan Vladusic
Coca-Cola New Zealand – SUMMER AS IT SHOULD BE
Coke Side of Life Campaign – LIQUID SPLASH/COLOUR SPLASH/GUNS/TOGETHER/STRAWS/RAINBOW HAND
Advertising Agency: Wieden+Kennedy, Amsterdam
Executive Creative Director: Al Moseley/John Norman
Creative Director: Rick Condos/Hunter Hindman
Copywriter: Rick Condos/Giles Montgomery
Art Director: Hunter Hindman
Illustrator: Dave Fikkert/Pierre Janneau/Genevieve Gauckler/Spencer Wilson
Coke Side of Life – COCA-COLA ART GALLERY
In 2006, Wieden+Kennedy Amsterdam has commissioned artists and collectives from around the world to create experimental work for the global “The Coke Side of Life” campaign. The result is a range of original artworks by emerging image-makers as different as Catalina Estrada, Geneviève Gauckler or the Peepshow Collective, … many of whom have gone on to make strong impacts in today’s graphic design & art scene.
The ‘Coca-Cola’ Art Gallery is a collection of images that has been designed by leading artists and designers. They have all depicted their own interpretation of ‘The Coke Side of Life’ philosophy.
The work of the artists reflects various styles, personalities and cultures, and all designs have one thing in common: they are colourful explosions of energy, optimism and happiness.
Throughout its 120-year history, advertising and communication has played a vital role in shaping ‘Coca-Cola’ into an iconic, cultural and timeless brand. Over the years, ‘Coca-Cola’ has continually challenged artists and agencies to create innovative refreshing images.
The diverse backgrounds of the contributing artists and designers, has resulted in a range of images that reflect different cultures and societies. By combining the iconic original glass bottle image with up-to-date illustration techniques and styles, the artists have given rise to a progressive style of visual expression.
‘Coca-Cola’ has always had a strong artistic heritage having been famously interpreted by artists such as Haddon Sundblom, Norman Rockwell and Andy Warhol who have all reflected the social and cultural attitudes of the time.
Live the Coke Side of the Music – VIOLIN/FACES/INSTRUMENTS
Coca-Cola - CREATED IN 1886
After years of cool marketing campaigns revolving around football, music and latterly computer gaming, the world’s most famous brand is going back to basics. Coca-Cola has been communicating about its product, what’s in it “Nothing artificial. Never had been, never will be” and the product heritage, dating back to 1886 when John Pemberton created his secret formula.
Advertising Agency: Weiden+Kennedy, Portland
Open Happiness Campaign – BRRR/AHHH/BURP/FIZZZ/PSSST/GULP
“Open Happiness”is an advertising focus building on the award-winning “Coke Side of Life” campaign. The new tag line, seen in this series of print advertisements, will serve as a platform for all integrated marketing for the Coca Cola brand around the world, tying together the pleasure of opening up a drink and the satisfaction of sharing with others. Open Happiness is designed to work at every level, from national advertising all the way down to coolers and store shelves, with a clear call to action at the point of purchase.”
Advertising Agency: Wieden+Kennedy, Amsterdam
Executive Creative Director: Jeff Kling/John Norman
Creative Director: Jorge Calleja/Sue Anderson
Copywriter: Sue nderson
Art Director: Craig Williams/Pierre Janneau
Illustrator: Pierre Janneau
Open Happines Campaign from Coca-Cola Pacific – BURP/LAUGH LINE/SMILE
This poster campaign introduce Coca-Cola’s new Open Happiness platform to a relatively young audience — locally.
These “bottles” executed in a breezy manner bring out the full flavour of the Open Happiness campaign. The light-hearted messages in the shape of iconic Coke bottles invite the audience “to open happiness” — even without overt Coke branding.
Advertising Agency: Euro RSCG, Singapore
Creative Director: Alfred Wee
Copywriter: Wong Wai Ling
Art Director: Jimmy Kim/Seah Ting Ting
Illustrator: Evan Lim
In June 2005 Olympus launched a television campaign designed to make their digital cameras the talking point of living rooms. Despite negative reactions to the dark humour presented in the ads, the campaign was awarded a Gold Lion at Cannes.
Dad unlocks the door of his apartment and lets himself in, hesitantly saying, “I’m home”. Mum’s eating dinner in the kitchen. “I’m here.” Suspenseful music builds as Dad walks down the corridor and turns the light on. There’s a baby sitting on the floor. Dad’s disturbed. And now we see why. The baby has red eyes – the kind you get with a misused camera flash. Dad backs out of the living room and confronts his wife in the kitchen. “I told ya. That freaks me out. I don’t want it in here. Can you get rid of it?” With a sigh Mum walks over, picks up the baby and puts it in the cupboard. The text, “Would you save or delete a red-eyed baby? What you choose to remember.” http://www.redeyedbaby.com was online for a week before being withdrawn because of negative reaction.There is some debate about the impact of the campaign as a whole. The ‘Red-eyed baby’ tv commercial came across as a warning against child abuse more than as an advertisement for digital cameras. Some commentators suggest that the music was so much on the sinister side that the humour was lost.
A man’s promised to email a digital photograph he took of a couple while on holiday, but is having second thoughts about doing so. It’s cropped and he’s considering deleting it. In the commercial, the image itself (people missing the tops of their heads) tries to convince him not to.
In “Distorted Dogs” Moira’s sitting at the dining room table, pouring her heart out over a cup of tea. “He’s off with her now. What? What is that” The camera zooms to a dog with a nose enlarged out of proportion. “I don’t know how you can have that thing in here.” Rachel’s drying dishes in the kitchen. “What? They’re beautiful.” Moira looks through to living room to see two more distorted dogs. “You have more – Rachel I’m worried. I really am worried.” Rachel replies, “Moira. It really is going to be alright. It’s all in your head.” The text “Would you save or delete distorted dogs? What you choose to remember.” The microsite points viwers to the Olympus Mju Mini Digital S camera, with 5 megapixels, 2X Optical zoom.
In “Blurry Boy” a young woman’s mother calls in after shopping. “Hi!”. The door shuts. “What’s up Ma?” The mother looks into the lounge and sees a blurry boy standing there reading a book. “What’s he still doing here? You could do so much better.” “He reminds me of happy times OK.” “Happy times? You know 35 years ago I made the same mistake. Your father was as bad a loser as he is.” “Whatever.” “You know what? Wake up and smell the coffee, honey. You know I bought you a pair of earrings. I think you’re going to like them.” The text: Would you save or delete a blurry boy?”
A man is embarrassed to discover that a digital photograph taken when he was drunk has been emailed to all his friends. He realises when they all arrive at his house one day with their own
copy – represented in the commercial by a copy of the man himself.
Advertising Agency: Springer & Jacoby, Amsterdam
Creative Director: Aris Theophilakis/Murray White
Copywriter: Murray White/Sharon Cleary
Art Director: Chris Pugmire
Production Company: Biscuits Filmworks, Los Angeles
Director: Noam Murro