The One Show
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Category
Multi-Region or Market / Consumer / Brand
Annual ID
OS23_CE035M
About the Work
The median age of weekly+ soda drinkers has increased 6+ years over the past 20 years. Coca-Cola was losing its connection to younger generations. The objective of the campaign was to increase the number of young, core Coca-Cola weekly+ drinkers in order to secure a future for Coke.
We needed to transform the way they perceive the brand—from a static beverage that only has one universal flavor, into a dynamic, innovative, LTO flavor product that connected them with their passion points.
To make this happen, we had to check three boxes:
1) Trend Prediction Research
We mapped out passion points among Gen Z for the next couple of years, resulting in 5 key spaces: Space, Gaming, Surrealism, Anime, and Music.
2) Launch Strategy
We took a page from fashion brands' strategy of exclusive drops and applied it to CPG, emphasizing how each of our Creations would only be around for a short time before going away, forever.
3) Sparking Conversation
To spark conversation each new product had an indescribable flavor as well as a technological first. Starlight was the taste of Space, and the first Coke to feature an AR concert on a can. Byte was the taste of Pixels, and the first Coke to be born in the metaverse. Dreamworld was the taste of Dreams, and the first Coke to drop a digital fashion collection. Soulblast was a taste of Action, and the first Coke to let fans unleash their own anime powers. And Marshemello asked fans to taste the track, giving them a chance to become the artist with a game experience on Twitch.
2023 Awards
Total Points: 3
Merit
Credits
Agency
VIRTUE Worldwide / Brooklyn
GUT / São Paulo
Design Firm
forpeople
Client / Brand
The Coca-Cola Company
Production Company
AvatarLabs
m ss ng p eces
Metastage
New Holland
Partizan / New York
T&da
The Garage
Tool
Music / Sound Production Company
MassiveMusic / Singapore
Mellilo Music
Post Production Company
DressX
Man vs Machine
Ool Digital
Pomp and Clout
Pwr
Side Label
UNIT9 / London
Warm N Fuzzy
weareseventeen / London
Art Director
Andrew Mikhael
Freija Edlund
Copywriter
Madi Getgood
Cinematographer
Shaden Galagos
Creative Director
Aaron Vinton
Andrew Jerez
Boomer Gurney
Brendan Savage
Julia Mota
Kelsey Eaton
Lucas Adam
Manuel Camino
Martin Magner
Raymond Leung
Creative Technologist
Wim Vanhenden
Designer
Andre Barley
Jason Kirtley
Director
Jason Zada
Steve Giralt
Editor
Chris Steinberger
Executive Creative Director
Bruno Bruz
Ciaran Bonass
Murilo Melo
Stephen Simmonds
Executive Producer
Adam Baskin
Alex Gangi
Angela Paladino
Dustin Callif
George Alexander
Halie Graham
Jade Annaw
Kevin Staake
Richard Loader
Ryan Bartlett
Group Creative Director
Chris Gurney
Graphic Designer
Jessica Pezenti
Motion Designer
Alex Moy
2D Animation
Harry Gold
Kieryn Hyde
3D Artist
Julio Villarreal Castellanos
Pavel Suprun
Virgil Tanasa
Account Director
Aerin Vaughn
Alicia Tiong
Isabel Munoz-Cadilla
Account Supervisor
Layla Heidari
Skye Gandy
Animation
Chris Cousins
David davies
Gabor Ekes
Gosia Bem
Ion Oprea
Jason Dew
Joe Maker
Jon Mayo-Buttry
Leonardo Conde
Marcos Savignano
Mario Ruggerio
Serhat Goktas
Associate Creative Director
Nuno Dores
Associate Director
Archie Colvin
Creative
Arianne De Gennaro
Deborah Ferreira
Pedro Galdi
Vitinho Chagas
Design Director
Cristian Castellon
Dee Vallabh
Developer
Lachlan Christophers
Sean Simon
Head of Product
Julie Krasnienko
Interactive Developer
Anwar Noriega
1st AD
Brandon Zagha
2D Animator
Uli Streckenbach
2nd AD
Issac Carlen
3D Animator
Jacob Dalton
3D Design
Sophie Langohr
3D Design & Animation
Kurt Drubbel
3D Modeler
Kintan Chauhan
Account Manager
Camila Arima
Isadora Guz
Accounts Director
Leo Vezzali
assistant director
Dan Taggatz
Audio director
Dani Valkova
Audio engineer
Igor KOgan
Beverage Stylist
Brett Kurzweil
Brand Communications Director
Joanna Richards
Brand Director Coca-Cola
Brandan Strickland
Business Affairs Coordinator
Lilly Simon
CCO
Joaquin Cubria
CEO/Executive Producer
Christina Heller
CG Lead
Ben Watts
Ryan Maddox
Chief Creative Office VMG & President Virtue
Chris Garbutt
Compositor
Clinton Downs
Concept Artist
Francisco Cortès
Concept Design
Simon Cowell
Content & Music
Jereon Franssens
Content Strategy
Carla Held
Deyse Albiach
Marcos Vinicius Oliveira
Paula Baião
Creative & Marketing Manager
Christophe Van den Branden
Creative Lead
Dini Lestari
Hannah Neil
Holly Mattacott-Darrah
Rosie Hardwick
Te-Hsing Lu
CSO
Fernando Ribeiro
Design
Zach Silverman
Design, Direction, Animation
ManVsMachine
Design/Content
Kathleen Belesten
Lachlan Power
Director of production
Rebecca Davis
Director, Content & Creative
Chase Abraham
Director, Content & Shopper Programs
Ali Cascino
Director, Culture/Entertainment, Influencers & Partnerships Europe
Philip Hartman
Director/Editor
Luigi Romano
DIT
Dave Parrot
ECD, Director of Immersive
Mike Woods
Editor & Colorist
Andre Szyskowski
End to End Connections & Media
Michael Hughes
Executive Director
Tyrone Estaphan
Executive Music Producer
John Mellilo
Executive Producer, Partner
Dave Saltzman
Experience Director
Hal Kirkland
Founder
Daria Shapovalova
Natalie Modenova
Founder, Managing Director
Ari Kuschnir
FX Lead
Ben Watts
GAFFER
Dom Mull
Shadi Best
Game Design
Andreas Papoutsas
Game Designers
Anthony Ghannam
Game Mechanics
Dominic Catelani
Kalon Birtcher
Global CMO
Manolo Arroyo
Global Content Director
Yugo Motta
Global Head of Innovation
Iain Thomas
Global Lead
Sabrina Santos
Global Marketing Technology, Consumer Engagement & AdTech Platforms
Alison Hood
Global Product Development R&D
Michael Burdett
Global VP, IMX
Vijay Parasuraman
Group Account Director
Maíra Bandeira
Head of Account
Alessandra Vistainer
Head of Account Management - APAC
Fiona Knight
Head of Content
Patricia Moura
Head of Global Consumer Strategy
Guillermo Gimenez Brotons
Head of Global Partnerships
Carine La Roche
Head of Global Strategy & Content
Pratik Thakar
Head of Immersive Production
Alex Curan
Head of International Production
Eugenia Carbajales
Head Of Production
Ann May Chua
Chris Grey
Jill Rothman
Kaili Kubpart
Skylar Sweetman
Head of Project Management
Jenn Gore
Head of strategy
Amanda Agostini
Caroline Collinson-Jones
Huiwen Tow
Illustrator/Layout Artist
Lauren Magina
Sarah Wasley
Interactive Designer
Isabel Sousa
International Head of Partnerships
Bjorn Declerck
Key Grip
Frankie Bonn
Lead AR Developer
Juan Ramon
Lead Capture Technician
Adam Titchenal
Lead Mograph Artist
Jean Delaunay
Lead Processor
Joel Jones-Marino
Local Service Company
Altered LA
Managing director
Valéria Barone
Whitney Milne
Managing Director & Executive Producer
Donny Pereira
Managing Partner
Brian Latt
Kate Opperheim
Mastering
Ethan Thomas
Motion Control Operator
Dan Gottesman
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