|Agency||DAVID The Agency|
|Campaign||Coca-Cola Messes With Your Head With Visual Campaign|
|Date of First Broadcast/Publication|
|Business Sector||Soft Drinks, Tonics|
|Tagline||Try not to hear this|
|Story||Can an image make a sound without actually making a sound? The Coca-Cola Company®, via its Central & Eastern Europe Business Unit, leveraged its rich history of sensorial advertising to launch a unique campaign that invites viewers to “hear” the image of an ad in their heads. The series of photographs show macro imagery of classic Coca-Cola® moments: the “fizzing” of the bubbles, the uncapping of a bottle, and the opening of a can. The headline then reads “TRY NOT TO HEAR THIS”, challenging viewers to avoid playing the sounds in their heads, but at the same time taunting them to do so. After all, it’s human nature to seek the forbidden. Or, is it something deeper working in people’s heads? This effect is called synesthesia. It’s when two different senses cross in our brains, producing the impression people are hearing one thing even though they’re stimulated via another sense, their vision. The Coca-Cola® campaign uses its instantly recognizable product and iconic rituals to trick the brain into automatically associating an image with a specific sound, filling in the silence with the expected sound. It’s in essence an auditory illusion.|
|Executive Creative Director||Ricardo Casal|
|Executive Creative Director||Juan Javier Peña Plaza|
|Global COO /managing Director||Paulo Fogaça|
|Associate Creative Director||Jean Zamprogno|
|Associate Creative Director||Fernando Pellizzaro|
|Art Director||Andy Tamayo|
|Creative Coordinator||Cristina Cornejo Ayala|
|Head of Global Production||Veronica Beach|
|Director of Strategy||Jon Carlaw|
|senior Brand Planner||Matias Candia|
|Head of Account Management||Carmen Rodriguez|
|Account Director||Stefane Rosa|
|Account Supervisor||Jenny Gobel|
|Account Executive||Nneoma Chukwueke|
|CEE IMC Director||Dmitry Muzychenko|
|CEE Creative and Content Excellence Director||Sergey Sverzhinskiy|
|CEE Content Lead||Camilla Zanaria|
|CEE Content Lead||Laura Legrenzi|
|Portfolio & Growth Marketing Director||Romain Mallard|
|Sparkling Category Director||Dimitris Xinotroulias|
|TM Director||Milica Vulicevic Basorovic|
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