ADC Awards
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Category
Craft in Writing / TV / Film / Video
Annual ID
ADC_ADV21_045B
About the Work
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.
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.
2021 Awards
Total Points: 9
Bronze Cube
Credits
Agency
72andSunny / Amsterdam
Client / Brand
The Coca-Cola Company
Production Company
New-Land London
Music / Sound Production Company
The SMC Group
Post Production Company
Glassworks Amsterdam
Cabin Editing Company
Wave Studios / London
Creative Director
Emiliano Trierveiler
Designer
Masaya Kochi
Renee Lam
Director of Photography
Jamie Ramsay
Martin Rudh
Steve Annis
Editor
Emma Backman
Sam Ostrove
Executive Creative Director
Carlo Cavallone
Executive Producer
Jennifer Curio
Producer
Mia Tidlund
Trine Pillay
Sound Designer
Ed Downham
Parv Thind
Strategy Director
Armando Potter
Writer
Constanze Bilogan
Comms Strategist
Charlotte Rubesa
Creative Strategy Director
Marta Carreras Cancelo
Deputy Executive Creative Director
Laura Visco
Director of Strategy
Sarah Sutton
Senior Film Producer
Eline Bakker
Senior Producer
Nili Zadok
2D Artist
Alexis da Camara
Brand Coordinator
Mauro Brand Coordinator
Brand Director
Angelina Joy
Brand Manager
Marie Henaff
Business Affairs Director
Selam Kehishen
Chief Operating Officer
Anya Kruzmetra
Colourist
Scott Harris
Group Brand Director
Rob Conibear
Head of Content Production
Carine Harris
Head of Projects Content Marketing Manager
Sara Gallego
Lead 2D Artist
Blake Huber
Production Manager
Christabelle Stone
Senior Vice President, Marketing, EMEA
Walter Susini
VFX Producer
Jamie McCubbin
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