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The Text (O SMS) / Coca-Cola

Submitted By PJ Pereira

Description

Pereira & O’Dell worked with Coca-Cola Mexico to release an integrated campaign that focuses on how teens can choose true friendship over cruelty. Embracing the fist bump as the universal sign of friendship, Pereira & O’Dell worked with Oscar-winning director and LGBT activist to create a series of short films that focus on ‘crossroads’ moments to challenge young people to stand up for their true friends when it matters most by choosing compassion over bullying.

#TrueFriendship (#VerdaderoAmigo ) broke Coca-Cola’s own conversation record due to the activity around #TrueFriendship accounting for over 50% of the brand conversation May-July. The fist bump was incorporated into an integrated campaign that even transformed Coke’s iconic ribbon into a fist bump. One short film titled “The Text” stood out among the films. The film addressed delicately the issue of teen homosexuality and was applauded for its significant positive change.

Client

Coca-Cola

Agency

Pereira & O'Dell
http://www.pereiraodell.com

Media

Integrated Branding

Market

Food

Credits

Account Executive

Henry Arlander, Mona Gonzalez, Rose Valderrama

Agency Producer

Jeff Ferro, Victoria Whitlow

Art Director

Luke Acret

Content Strategist

Ana Cortat, Sara Lezama

Creative Director

PJ Pereira, Rob Lambrechts, Rafael Rizuto

Designer

Moses Kelany

Director

Dustin Lance Black

Editor

Alex Rodríguez (Umlaut Films)

Illustrator

Erik Buckham, Adhemas Batista

Photographer

Carlos Verón

Producer

Jason Forest, Gunner Clancey

Production Company

Bully Pictures

Writer

Omid Amid

Views

97

 

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