46664/Coca-Cola - "Open Like Never Before"

72andSunny

72andSunny Amsterdam, Netherlands

Awards

15589

Brand: 46664/Coca-Cola
Country: Netherlands

Advertiser: Coca-Cola Company

Title	Open Like Never Before
Agency	72andSunny
Campaign	Open Like Never Before
Advertiser	Coca-Cola Company
Brand	46664/Coca-Cola
Date of First Broadcast/Publication	2020 / 7
Business Sector	Soft Drinks, Tonics
Story	After a 3-month pause in their advertising and channeling $100 million to COVID relief efforts, Coca-Cola launched its first brand statement with Open Like Never Before.With a poem co-written and performed by British artist George The Poet, the anthem film invites us to challenge the so-called new normal, and instead to stay open and bring renewed optimism for the change ahead.To the sound of a rendition of the 1960’s anthem track “San Francisco”, George performs his own words, but as the film progresses, it weaves in different people, young and old, from all walks of life and parts of the globe, who each make a part of the poem their own, challenging the old notions of work, relationships, travelling, body and race awareness, gender roles, immigration, sexuality, female leadership, all in one continuous, poetic flow. The film ends with George and a last hopeful statement “We’ll weather this storm, so I’ll be open like never before”.Created and produced during lockdown, the film was shot and finished remotely within 6 weeks and has been launched in over 50 countries.
Media Type	Television
Length	132 seconds
Audio Post	Wave Studios
Marketing Director	Walter Susini
Executive Creative Director	Carlo Cavallone
Deputy Executive Creative Director	Laura Visco
Creative Director	Emiliano Trierveiler
Designer	Renee Lam
Designer	Masaya Kochi
Copywriter	Constanze Bilogan
Strategy Director	Sarah Sutton
Strategy Director	Armando Potter
Strategist	Charlotte Rubesa
Group Brand Director	Rob Conibear
Brand Director	Angelina Joy
Brand Manager	Marie Henaff
Brand Coordinator	Mauro Sala
Executive Agency Producer	Jennifer Cursio
TV FILM PRODUCER	Eline Bakker
Agency Producer	Nili Zadok
Business Affairs Director	Selam Kehishen
Production Company	new-land London
Director	Gustav Johansson
Director	Indra Herö Wide
Director	Marcus Ibanez
Director of Photography (DOP)	Martin Rudh
Director of Photography (DOP)	Steve Annis
Director of Photography (DOP)	Jamie Ramsay
Production Company Producer	Trine Pillay
Production Company Producer	Mia Tidlund
Production Manager	Christabelle Stone
Editing Company	Cabin Edit
Editor	Sam Ostrove
Editor	Emma Backman
Sound Designer	Ed Downham
Sound MIXER	Ed Downham
Sound Designer	Parv Thind
Mixer	Parv Thind
Post Production	Glassworks Amsterdam