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We have taken necessary steps to secure our comuting environment and to keep your data safe. Your information will solely be used for the personalisation of user experience as well as the storage of user settings and preferences. The campaign was created through an international collaboration across VML's global network. Coca-Cola says that it noticed that interpretations of its iconic logo were being painted on walls and signs outside spaza shops around the world. The company was within its rights to crack down on the businesses and artists involved. Instead, Coca-Cola decided to embrace them. According to the company, by tapping into VML's global network, it collected Coca-Cola logo artwork from around the world and celebrated it in a campaign that showcases the diversity of the brand's customer base and how entrenched it has become in global culture. Among the artwork selected for the campaign were creations from three South African spaza shops. Coca-Cola says that it all started to unfold in November when Wendy Machanik, head of production at VML South Africa, received a message asking if she and her team could go out and find 'Coke Expressions'. Of course, these artists don't know what CI is or exactly what the logo is supposed to look like,' says Machanik. Machanik recruited two scouts — one in Johannesburg and one in Cape Town — whose job it was to drive around, searching for creative interpretations of Coca-Cola logos, says the company. These were documented, packaged and sent to the creative team in Brazil for final selection. On a larger scale, the team in Brazil could gather submissions from VML colleagues all around the world in a matter of weeks. By December, they had made their selections and Machanik and her team were dispatched to create content with three chosen artists and shop owners from South Africa, says the company. What was really, really important for them was the people who were involved — it wasn't just the 'Coke Expression' itself. Machanik says that she was delighted to see it perform so well, as the campaign was one that she thoroughly enjoyed being a part of. But I loved the challenge. I was able to choose the team, which was very bespoke, and they helped me create amazing content — the feedback we got was that the South African content was very engaging and well shot,' says Machanik. I'm always grateful for my job because I get to go to places that I wouldn't normally go and meet people I wouldn't have met — like Philani, who painted the Coke logo in Orlando,' concludes Machanik. For more information, visit www. This is only some dummy text because I dont really know what to write. Do you have great media, marketing, PR or social media content that you would like to share with us? You can submit content to us via email for consideration for publication. Toggle navigation. Search Media Marketing Publicity Social. Editor's Choice Top Stories. Recent searches No recent searches. Follow Us. Your browser does not support the canvas. Tech-Enabled Research The project is an example of technology's enabling impact on advertising, says Coca-Cola. Celebrating the Brand Fans 'It wasn't just about the designs,' says Machanik. According to Coca-Cola, the shop owners and artists were excited to be part of the campaign. The campaign includes: billboards around the world featuring the selected 'Coke Expressions' a TV ad that aired globally video interviews shared on social media, and print ads in local and international publications. Triumph in Cannes Coca-Cola says that, after earning an early shortlist — which gives the creative team an opportunity to present the work to a panel of judges in person — the campaign went on to pick up eight Cannes Lions Awards, including: three Gold Lions four Silver Lions , and a Bronze Lion. About the author. Rate this article as Short, Tall or Grande. Thanks a latte! Would you like to support our content by making a donation? Yes, I would like to donate. Post Comment. Rate it as Short, Tall or Grande. Next Up. Email Address. Forgot Password? We have taken necessary steps to secure our computing environment and to keep your data safe. You can: Track your personalised searches, Submit your own articles to media update, Bookmark and comment on articles. Please select your birthday. Please fill in the below information Company. Job Title. Please select your gender Unknown Male Female. Download Now cancel. Search Cancel. No thanks. No Connectvity. What does this mean?
WPP, Ogilvy and The Coca-Cola Company win at Cannes Lions · WPP regains title of Creative Company of the Year · WPP's Ogilvy crowned Creative.
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The campaign unveils a series of powerful images that depict the Coca-Cola logo after a can has been crushed during the recycling process. The campaign also took home a Gold Lion in the Outdoor category. We are incredibly grateful to our brave clients for supporting and championing creativity in all its forms—even crushed ones. However, even after crushing the logo in various ways, it remained identifiable, presenting a unique opportunity. The Creative Company of the Year award is given to the company which earned the most points across its agencies. Thank you to everyone who has made this such a successful Cannes Lions for WPP and our fantastic clients. But to do it at scale takes an unwavering partnership between our brilliant agencies and our brave brand partners. Thank you all for believing in the transformational power of creativity. One of many reasons we need diversity on teams — wider spread of creative thinking. What Coca Cola should win a Grand Prix for is plastic pollution. Agreed such a scam. Name or pseudonym required. Email optional. Website optional. Save my name, email, and website in this browser for the next time I comment. Type your email address in the space below. Patsy Peacock says:. June 22, at pm. June 24, at am. Plastic Bertrand says:. June 24, at pm. June 25, at pm. How much for a Cannes of Coke? June 26, at pm. Ergh says:. June 28, at pm. Leave a Comment: Cancel reply Name or pseudonym required Email optional Website optional Save my name, email, and website in this browser for the next time I comment.
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Coca-Cola has announced that its campaign 'Every Coca-Cola is Welcome' / 'Thanks for Coke-Creating' was one of the big winners at the Cannes Festival of.
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We are proud to share that Cannes Lions International Festival of Creativity has named Coca-Cola as Creative Brand of the Year.
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