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Category
Brand Voice
Annual ID
OS_PR19018B
About the Work
The world is full of homophobic expressions such as “He is a pillow bitter”. In Brazil, one of the most famous expressions is “Essa Coca é Fanta” which in English means: “This Coke is a Fanta”. For years, it was used to make fun of the LGBT+ community. In support to international LGBT+ pride day, Coca-Cola launched a limited edition can. A Coca-Cola can with Fanta inside, featuring the message: “This Coke is a Fanta. So what?”. A special item that ignores labels and challenges prejudice. Before our campaign, if you searched “Essa Coca É Fanta” on Google, the first thing that pops up on search was offensive homophobic memes. Now, “Essa Coca é Fanta” is only exclusively related to empowerment and pride terms The campaign shifted the meaning of the homophobic expression, giving place for a empowering statement of pride.
2019 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
DAVID São Paulo / São Paulo
Client / Brand
Coca-Cola / Rio de Janeiro
Production Company
Landia / Sao Paulo
O2 Filmes / Sao Paulo
Music / Sound Production Company
Jamute / São Paulo
Art Director
Jean Zamprogno
Chief Creative Officer
Anselmo Ramos
Creative Director
Edgard Gianesi
Director
Veronica Von Hunefeld
Director of Photography
Alexandre Ermel
Will Etchebehere
Editor
Bruno Ilogti
Executive Creative Director
Rafael Donato
Executive Producer
Fabiano Beraldo
Carol Dantas
Sebastian Hall
James Pinto
Producer
Fernanda Peixoto
Renata Neumann
Writer
Fernando Pellizzaro
Account Team
Rafael Passos
Stefane Rosa
Pedro Zetune
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