Coca-Cola has embraced a useful visual shorthand for friendship—the fist bump—in its new marketing in Latin America. But that's just the beginning of a campaign that talks frankly to teens about stepping up for friends in difficult moments.
The work, by Pereira & O'Dell, includes Web films, social activation, mobile, print, TV, radio, packaging and out-of-home. The fist bump is being employed most notably within Coke's iconic white ribbon on a red background—it will even be on the packaging, and on merchandise including T-shirts and iPhone cases. (This isn't the first reworking of the white ribbon—Ogilvy won a Grand Prix at Cannes in 2012 for its own version of it.)
The broader Pereira & O'Dell campaign focuses on friendship by framing it against its opposite—the cruelty, loneliness and isolation that can be worse than ever nowadays because of cyberbullying. It's a theme Coke tried to tackle on the Super Bowl. But that work, with its grand visual metaphor for spreading good vibes online, felt a bit removed from the real social difficulties teens face. By contrast, this new work feels fresh and immediate.
The campaign suggests that shared moments offer a sense of identity and belonging. And in three short Web films (two have been released so far), high schoolers step up for their friends at crucial times—when it's uncomfortable, and requires bravery, to do so.
"The Rumor" is about a breakup and some scandalous gossip that ensues:
"Something Unexpected" deals with dating and an embarrassing moment in class:
"Coca-Cola is shedding light on what we're referring to as 'crossroad moments.' These are the times when friends can choose to step up for a friend in need selflessly," says P.J. Pereira, chief creative officer of Pereira & O'Dell. "We hope these scenarios inspire conversation among teens and put a spotlight on how we can choose not to be cruel to another human being, especially with words."
The campaign calls for teens to show not just friendship but "true friendship." The hashtag is #VerdaderoAmigo. The insight is that a true friend is the most valuable commodity at a time when cruelty is everywhere.
There is a TV spot as well, showing another moment of friendship in a time of crisis:
The stories are well told and memorable, and feel like they might actually have an effect on behavior, even if the fist bumps and product integrations at the end feel a little blatantly commercial.
One Direction's "Clouds" is the featured theme music across the campaign. The band will also appear in Coke print ads and Vines. The brand is also working with MTV on short documentaries about digital influencers and their own crossroad moments. Finally, the campaign will also feature Vines, print and a choose-your-own-adventure interactive video staring soccer players such as Javier "Chicharito" Hernández and Raúl Jimenez.
Print work and credits below:
CREDITS
Client: Coca-Cola
Coca-Cola Latin America
IMC Director LATAM: Marta Fontcuberta
IMC Director: Ismael Pascual
Content Excellence Director: Diego Bracamontes
Coca–Cola IMC Sr. Manager: Eduardo Ruiz
Coca–Cola IMC Manager: Layla del Razo
Coca–Cola IMC Jr. Manager: Adriana Sahagun
Coca-Cola Design Team
Global Design Director: Rapha Abreu
Vice President Design: James Sommerville
Senior Global Design Director: Tom Farrel
Global Design Project Manager: Craig Stroud
Global Designer: Chrsitine M Lee
Global Designer: Megan Libby
Sr. Design Manager: Aidee Rodriguez
Agency: Pereira & O'Dell
Chief Creative Officer: P.J. Pereira
Executive Creative Director: Jaime Robinson
Creative Directors: Rob Lambrechts, Rafael Rizuto
Senior Art Director: Luke Acret
Senior Copywriter: Omid Amid
Senior Designer: Moses Kelany
Chief Strategy Officer: Ana Cortat
Strategist: Sara Lezama
Senior Film Producer: Victoria Whitlow
Co-Director, Client Services: Henry Arlander
Account Director: Mona Gonzalez
Account Executive: Rose Valderrama
Trailer, Interactive Editor: Collin Kriner
Vice President, Distribution: Josh Brandau
Project Manager: Lauren Parker
Business Affairs Director: Russ Nadler
Visual Effects: Laundry!
Editing: Umlaut Films
Editor: Alex Rodríguez
Poster Designer: Erik Buckham
Illustrator, Retoucher: Adhemas Batista
Theme Music: One Direction, "Clouds"
Music Supervisor: Aminé Ramer
Original Score Composer: Grayson Sanders for Music Dealers