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Category
Experiential Advertising / Installations
Annual ID
150427A
About the Work
Coke as a brand prides themselves on being a social connector often making brave social commentary with the intention of bringing people of all cultures, races and ages together. In the lead up to Freedom Day in SA, Coke wanted to entrench Coke’s brand proposition 'open happiness' in marking 20 years of Democracy. Context: 20 years ago Archbishop Tutu coined the phrase 'Rainbow Nation' to describe SA’s diversity. We wanted to remind people of what this symbol stood for. Solution: We didn’t just show the symbol of our nation, we created it. Using the second biggest skyscraper in the CBD to share our message, we created real rainbows that appeared above our building for the city to see. We also brought them down to the ground at live activations and on the road, where there were billboards there were rainbows too – with each interaction creating a moment of happiness.
2015 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
FCB South Africa (PTY) LTD / Johannesburg
Production Company
Burley Boys / Johannesburg
The Rainbow Maker / Las Cruses, New Mexico
Gerhard Van Der Heever Special Effects / Pretoria
Fine Tune Studios / Johannesburg
Graffiti Media Group / Johannesburg
Chief Creative Officer
Brett Morris
Creative Director
Collette Wasielewski
Executive Creative Director
Jonathan Deeb
Producer
Daryl Burley
Sound Designer
Geoff Kock
Agency Producer
Vanessa Borthwick
Ginny Daly
Creative Team
Grant Sithole
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