Russell Nadler
Director of Business Affairs at Pereira O'Dell
New York, United States
TitleThe Rumor
Agency
Campaign #TrueFriendship (#VerdaderoAmigo)
Advertiser Coca-Cola Company
Brand 46664/Coca-Cola
Date of First Broadcast/Publication 2015 / 4
Business Sector Soft Drinks, Tonics
Tagline #TrueFriendship (#VerdaderoAmigo)
Story True Friendship (#VerdaderoAmigo) is Coca-Cola’s newest campaign from Latin America inspiring the choices that activate unity, teamwork and happiness in young people by driving the message to choose to live #TrueFriendship. A true friend is the most valuable commodity available in a time where harsh words and actions are easily heard and nearly inescapable. Coca-Cola is seeking to enable the true connections that shape the way we are in its new campaign.
Digital and content will be at the core of the campaign created by Pereira & O’Dell. Elements include web films, TV, social activation, mobile, print, radio, packaging and OOH. 
Philosophy The campaign provides multiple outlets and digital opportunities that invite teens to connect with friends through refreshing and unique experiences that includes:
• Web Films – These three poignant web films focus on empathetic “crossroads moments” where true friends become heroes. The films titled “The Text”, “The Rumor”, and “Something Unexpected” each address the gossip, secrets and isolation caused by cruelty.• Icon – In a visual representation, Coca-Cola has transformed its iconic ribbon to form two hands in a fist bump. The universal symbol of friendship.• Social Activation – with the hashtag #VerdaderoAmigo (or #TrueFriend), anyone can spread the word and celebrate a true friend by mimicking Coca-Cola’s fist bump ribbon, creating complex handshakes, sharing funny crossroads vines, or posting Instagram photos with their true friend.• Music – One Direction’s “Clouds” from their fourth album will be the featured theme music throughout the “True Friendship” campaign. The band will also appear in print and vines. As the band themselves experience a tricky transition evolving from boys to men, it is a transition that they have successfully navigated.• Documentaries – Coca-Cola will work with MTV to feature several short documentaries of digital influencers who will share stories about meeting their closest friends, their crossroads moments and the outcomes of their life choices.• Merchandising – Additionally, giveaways and merchandising will include cell phone cases featuring the fist bump ribbon, an ear bud splitter so you can share your music, as well as a device that allows you to share your mobile phone battery with a friend who is running low.• TV – Coca-Cola will release a TV spot called "Voice Crack" that tells the story of a teen that comes to the aid of his friend when a talent show performance goes wrong.• Package Design – The iconic fist bump ribbon will also appear in-stores on Coca-Cola bottles and cans.• Professional Athletes – The campaign will feature vines, print and a choose-your-own-adventure style interactive video staring some of the world's premiere futbol players like Javier 'Chicharito' Hernández, Raúl Jimenez. 
Media Type Web Film
Length
Soundtrack "Clouds" by One Direction
More Information https://www.youtube.com/user/cocacola
Music Supervision
Original Score Composer
Illustrator/Retoucher
VFX
Editor
Executive Creative Director
Creative Director
Group Creative Director
Chief Creative Officer
Project Manager
Account Director
Account Executive
Chief Strategy Officer
Music One Direction
Strategist
Art Director
Copywriter
Designer
Head of Development, POD Entertainment
Director of Marketing/PR
Senior Film Producer
Co-Director of Client Services
Trailer and Interactive Editor
VP of Distribution
Business Affairs Director
Poster Designer
Sr Production Designer
VP Production

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