Droga5, Coke Zero and the Best Slideshare Presentation Ever

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This is Droga5′s first work for Coke Zero.

The Brand is using Coca-Cola’s rights as an NCAA official Corporate Champion to tie-in March Madness with its new ‘It’s Not Your Fault’ campaign. Part of the brand’s umbrella ‘Enjoy Everything’ initiative, this new light-hearted, fun creative celebrates ‘guys-being-guys’ as the soft drink brand aims to connect male bonding to college basketball’s end-of-season national championship.

The campaign takes a lighthearted and comedic approach to say that with Coke Zero you can Enjoy Everything in life. “It’s Not Your Fault” also celebrates guys-being-guys. The Enjoy Everything campaign has evolved on the notion of owning quintessential guy moments of bonding and camaraderie, from sports and entertainment to humor, gaming and music.

“We’re talking to men more overtly with ‘It’s Not Your Fault’,” said Pio Schunker, SVP and Head of Integrated Marketing Communications, North America Group. “We’re positioning Coke Zero as a defender and celebrator of guy enjoyment.

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The new campaign rolls out during NCAA® March Madness® debuting a 30-second television advertisement entitled March Madness.

The narrative’s message is simple – it’s not your fault you can’t do anything but watch basketball during NCAA March Madness – and the work has been created in partnership with creative agency Droga5 New York, media agency Starcom MediaVest Group, Turner and the NCAA.

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Follow up commercials within the campaign also include GumbelSchedules, Emotions, Scholastics, History, Statistics and Technology

Another strand of the campaign sees Coke Zero partner with talk show host Conan O’Brien: the TV chat star, whose evening show will move from LA to Atlanta for selected programmes during the tournament and will be sponsored by the soft drink, will appear in a bespoke Coke Zero TV spot towards the culmination of the competition and the brand’s “It’s Not Your Fault” campaign will link with the show. Coke Zero is also backing a Conan music series with performances in Los Angeles, Austin and Atlanta. Andy Richter, the Conan sidekick, will emcee them. Big name musicians are also set to headline the ‘Conan Coke Zero Music Series’ on the ‘Road to the Final Four’, while Coke Zero and Conan are also co-creating a bespoke ‘It’s Not Your Fault’ promotional spot.

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The campaign is also running on the official March Madness Live mobile app, in-game broadcast enhancements and a funny Slideshare Presentation.

This presentation offers a detailed exploration into all the reasons why man is unable to do anything but watch basketball during the NCAA tournament… View the presentation on Slideshare: http://CokeURL.com/nl4t

“Coke Zero has experienced quarter after quarter growth and success, and we hope to see this campaign continue the momentum. ‘It’s Not Your Fault’ is launching in a big way through universal guy assets like NCAA March Madness and a co-branded promotional spot with CONAN,” said Andy McMillin, VP, Coke Trademark, North America Group. “Coke Zero brand attributes are well established, now it’s time for the brand to make the next big leap to connect with its drinkers. The brand definitely is evolving.”

 

Advertisements

From Coke to Mikado – Don’t Underestimate the Power of a Red Button

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Mikado – Resistance Test

Advertising Agency: Buzzman, Paris, France
CEO / Creative Director: Georges Mohammed-Chérif
Art Director: Louis Audard
Copywriter: Tristan Daltroff
Art Director Assistant: Clément Séchet
Year: 2013

 

TNT TV Channel – Dramatic surprise on an ice-cold day

Advertising Agency: Duval Guillaume Modem, Brussels
Creative Director: Geoffrey Hantson, Katrien Bottez
Copywriter: Dieter De Ridder
Art Director: Ad Van Ongeval
Production Company: Czar
Director: Koen Mortier
Year: 2013

 

Fantastic Delites – How Far Would You Go?

The Delite-o-matic is an interactive vending machine that dispenses free packs of Fantastic Delites simply by pushing a button hundreds of times or by performing challenges. The Delite-o-matic was put out on the streets to prove that because Fantastic Delites taste so good, people will go to incredible lengths to get their hands on them.

Advertising Agency: Clemenger BBDO, Australia
Creative Director: Karl Fleet
Digital Creative / Art Director: Oliver Prenton
Digital Creative / Copywriter: Matt O’Grady
Year: 2012

 

TNT TV Channel – Big Red Push Button

To launch the high quality TV channel TNT in Belgium we placed a big red push button on an average Flemish square of an average Flemish town. A sign with the text “Push to add drama” invited people to use the button.

Advertising Agency: Duval Guillaume Modem, Brussels
Creative Director: Geoffrey Hantson, Katrien Bottez
Copywriter: Dieter De Ridder
Art Director: Ad Van Ongeval
Production Company: Czar
Director: Koen Mortier
Year: 2012

 

Coca-Cola – Happiness Truck

A Coca-Cola delivery truck is converted into a happiness machine on wheels delivering “doses” of happiness in the streets of Rio De Janeiro, Brazil. Where will happiness strike next?

Advertising Agency: Definition 6, Atlanta
Year: 2011


RKCR/Y&R, London for Virgin Atlantic – Flying in the Face of Ordinary

“The people at Virgin Atlantic are what make it special. I’m proud of every single one of them. See how we are flying in the face of ordinary in our new ad above.” Richard Branson, Founder of Virgin Group

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Virgin Atlantic is “Flying in the Face of Ordinary”  with its new global brand proposition. THe campaign brings to life Virgin Atlantic’s innovative and pioneering spirit, capturing the airline’s passion for flight and demonstrating how Virgin Atlantic goes beyond the norm to deliver unforgettable experiences for its passengers.

As a child, could you catch fish with your bare hands while standing knee deep in the local river? Did you have uncanny, almost otherworldly powers of clairvoyance that let you glimpse the future—and even change it for the better? Could you make paper airplanes before you could crawl?

If you answered yes to any of these questions, you should stop what you’re doing and go work at Virgin Atlantic.

All sorts of outlandishly precocious children grow up to become Virgin Atlantic workers in RKCR/Y&R’s stylish, fantastical, tongue-in-cheek launch spot for the carrier’s new global campaign. Styled as a kind of faux movie trailer—cut into 30-, 60- and 90-second TV edits, as well as a cinema version and a two-minute online spot—the spot celebrates the airline’s staff as literal superheroes. Their special gifts include rapid reflexes, preternatural intuition, creative problem solving and heightened empathy. Naturally, as adults, they rendezvous in Virgin’s ranks as cabin crew, ground staff, designers and pilots.

The tagline: “Virgin Atlantic. Flying in the face of ordinary.”

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Launched with the new year, the campaign is unapologetically nostalgic and retro, but knowingly so. Air travel hasn’t been glamorous in decades, yet Virgin brings back some of that attitude—along with the attendant fashion and sex appeal—but in a way that’s exaggerated and borders on self-parody. Promising superhuman staff, in the end, is no promise at all. But in typical Virgin style, the carrier builds the whole campaign around such false claims, and expects you to quit worrying and just enjoy it. And it works—largely due to the skillful direction by Partizan’s Antoine Bardou-Jacquet.

The airline explicitly wants to “bring the glamour and fun back into long-haul travel,” says Simon Lloyd, its director of marketing. Mark Roalfe, chairman and executive creative director at RKCR/Y&R, adds: “We wanted to bring to life that special spark that makes the people at Virgin different. I think the film really captures that, but with the tongue-in-cheek tone of voice that we’ve built with Virgin over the last 18 years.”

Sir Richard Branson, President of Virgin Atlantic said: “We’re always on the lookout for gifted young people to grow our business. Our staff hold the keys to the future of Virgin Atlantic, they work so hard and we are delighted to dedicate this new advert to them.

“At a time of soaring youth unemployment, our advertisement is a powerful New Year message encouraging everyone to look again at young people and the talents they have to offer to businesses and industries all over the country. People are at the heart of Virgin Atlantic and we believe this advert celebrates this”.

True glamour may be gone from air travel for good. But in the ads, if nothing else, you can still count on Virgin to make it fun.

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VFX Supervisor Rob Walker said, “It was great working with Antoine and Rainey Kelly. The guys came to us with some really cool ideas for us to realize, such as a little boy catching live fish with his bare hands. We had an intensive shoot in South Africa and a challenging deadline to meet, but this was the perfect job for MPC as it combined all of our disciplines.”

We’ve had an excellent team working on this project, everyone’s dedication and passion has helped to craft a wonderful piece of work. Our CG department has created holograms, paper planes, an aircraft and a DNA sequence. We’ve also completed extensive rig removal, multiple pass compositing and DMP work to embellish and create environments”

Advertising Agency: RKCR/Y&R, London
Executive Creative Director: Mark Roalfe
Creative Partners: Pip Bishop, Chris Hodgkiss
Production Company: Partizan
Service Company: Stillking
Director: Antoine Bardou-Jacquet
Year: 2012