46664/Coca-Cola - "HALF FULL"

McCann Worldgroup Romania

McCann Worldgroup Romania Bucharest, Romania

Awards

11495

Brand: 46664/Coca-Cola
Country: Romania

Advertiser: Coca-Cola Company

Title	HALF FULL
Agency	McCann Worldgroup Romania
Campaign	HALF FULL
Advertiser	Coca-Cola Company
Brand	46664/Coca-Cola
Date of First Broadcast/Publication	2019 / 4
Business Sector	Soft Drinks, Tonics
Story	In a country where negativity is being fueled 24/7, on all channels, Coca-Cola wanted to bring people together through positivity. If no media channel was reporting on positive news, we invented a new one. The Half Full bottle is the iconic bottle, filled literally from the half up. Each bottle displayed positive news, selected by a team of journalists and PR, hijacking the negative conversation with a positive point of view. The bottles were displayed and distributed through a multi-channel campaign, samplings and a Facebook chatbot that let people personalize them with their own positive news.
Media Type	Outdoor/Out of Home
Length	143 seconds
Agency	MRM//McCann
Production Company	UM Romania
Executive Creative Director	Catalin Dobre
Creative Director	Simona Suman
Art Director	Corina Ionita
Copywriter	Denisa Armasu
Copywriter	Ioana Enache
Account Director	Amalia Jakab
Account Director	Madalina Patachia
Account Director	Andreea Sofrone
Account Director	Rocsana Marin
Account Director	Miruna Smeureanu
Account Director	Corina Rijnita
Account Director	Iuliana Nedelcu
Account Director	Andreea Cotet
Media Director	Victor Croitoru
Media Director	Sandina Crisiarcu
Media Director	Dana Chitrusca
Media Director	Oana Grigore
Media Director	Mariana Ciobanu
Media Director	Anca Popescu
Media Director	Andreea Gavrilescu
Media Director	Liliana Coman
Media Director	Ramona Radu
Planning Director	Andrei Florian
PR Director	Lavinia Chican
PR Director	Mihaela Dumitrascu
PR Director	Maria Iordache
PR Director	Andreea Bara
Agency Producer	Tiberiu Munteanu
Agency Producer	Alexandra Ionescu
Agency Producer	Alex Popa
Production Company	Colorbitor