Client: The Coca-Cola Company
Brand: Coca-Cola
Client: Pratik Thakar, Head of Creative Content & Design Excellence, The Coca-Cola Company Asia
Creative agency: FCB Africa
Account Director: Struan De Bellelay-Bourquin
Chief Creative Officer: Mike Barnwell
Copywriter: Andre de Wet
Art Director: Riaan van Wyk
Strategic Planner: Kabelo Lehlongwane
TV production: Lauren Trevelyan
Production House: Velocity Film
Director: Adrian De Sa Garces
Editor: Xander van Der
Post production: Black Ginger and Priest
Published: March 2018
Synopsis:
The Coca-Cola Company’s South East Asia Business Unit (HQ in Singapore), has launched a fully integrated campaign that will roll out over the next 8-12 months in some of the most consumer centric markets, including those in Caucasus, Russia and Central Asia (CIS), Pan Africa, Turkey and entire South East Asia: Philippines, Vietnam, Singapore/Malaysia, Cambodia, Myanmar, Thailand, Indonesia and many more markets across the globe.
Its purpose is to further entrench Coca-Cola’s position as an afternoon consumption beverage. Teens are the primary audience for the communication, but anyone who needs to re-energise and fight the ‘post lunch slump’ should find inspiration in the 60-second launch commercial.
The integrated campaign was conceptualised and produced in South Africa after FCB Africa put its best foot forward to deliver a world class pitch.
The commercial opens with a group of friends sitting in a cafeteria. They’re all drinking ice-cold Coca-Cola’s except for one guy who is clearly battling the mid-afternoon slump. Someone pops the lid off a bottle of Coca-Cola under his nose. He wakes, takes a sip and immediately springs to his feet to do a little ‘jig’. This is captured and shared, and the meme speeds off around the globe, capturing the imagination of everyone who sees it before – within seconds – coming full circle to the phone of the guy who just ‘jigged’.
The commercial was shot in Cape Town over six days by Velocity Film's Adrian De Sa Garces. Given the number of markets it will be flighted in, post-production from Black Ginger and Priest was extensive to highlight certain visual clues and downplay others.