Portfolio
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
671