Type of entry: Graphic Design & Design Crafts
Advertiser: THE COCA-COLA COMPANY
Agency: HALBYE KAAG JWT Copenhagen, DENMARK
Ceo: Thomas Thorstholm (Halbye Kaag JWT)
Senior Designer: Jens Heinrichsen (Halbye Kaag JWT)
Cd: David Asmussen (Halbye Kaag JWT)
Ecd: Simon Wooller (Halbye Kaag JWT)
Head Of Design: Robert Daniel Nagy (Halbye Kaag JWT)
As our target group were advertising resistant teen boys success couldn't look like traditional advertising. It also required a design engaging the target group to the point where they would unlock the hidden secrets.
The magazine was placed in youth culture stores and worked as a gateway to Sprites content ecosystem containing more than 140 pieces of unique and sharable content.
The true meaning of the book was only revealed when the viewer unlocked the branded content via QR code.
Describe the brief from the client
Truth 365 was a part of Sprite's "Let the Truth Refresh You" content ecosystem
and was designed to engage the target in areas out of reach to tradtional advertising.
Sprite needed to look and act like teens, not Sprite.
And seamlessly blend into the their media landscape - on their terms.
By using the primary brand colors - we created a design that could tie the
very different pieces of content together - without looking like advertising.
The magazine works as a portal for sharable content and scanning rates are high. As the campaign is still running specific results are not present yet.