Coca‑Cola has brought back its iconic polar bears in a new integrated campaign designed to encourage brand love and celebrate togetherness during the northern hemisphere winter. The content-rich campaign builds the light-hearted and fun tale of a family of polar bears through an initial 30-second TVC, national outdoor advertising, Sky 1 channel partnership and exclusive Arctic themed downloads. The campaign also marks a return to the much-loved polar bears for the Coca‑Cola brand, after appearing across various advertising campaigns for the past 90 years.
“Snow Bear”, a 30 second animated commercial, was launched on New Years Day 2013, bringing to life the iconic polar bears. The TV ad shows a family of polar bears in the Arctic, working together to make a snow bear. Click on the image below to play the video in YouTube (HD)
A special extended 6 minute edition, filmed by Ridley Scott, gives consumers an opportunity to engage with the polar bear family. Click on the image below to play the video in YouTube (HD)
The integrated campaign is also supported through the Piccadilly Sign, outdoor advertisements and digital elements including free wallpaper downloads on Coke Zone.
The polar bears will also be appearing over Sky 1 from 1st January for four weeks, with edited indents from the 6-minute film appearing during peak-time shows throughout the week. These will portray the humour, personality and warmth of the polar bear family and is the first time Sky 1 has teamed up with a brand for a sponsorship campaign running across peak-time programming.
The Snow Bears campaign was developed at Creative Artists Agency.
Filming was shot by director John Stevenson and co-director David Scott, writer David Reynolds, producers Ridley Scott, Tony Scott and Michael Costigan RSA Films, sound supervisor Kevin O’Connell, executive music producer Todd Homme, production manager Leilani Gushiken, executive producers Curtis Augspurger, Leah Keith and Maresa Pullman.
Music was by Edward Shearmur.
Visual effects were produced at Animal Logic, Sydney, by executive producer Zareh Nalbandian, creative director Bruce Carter, producers George Uppington, Ingrid Johnston and Mark Thorley, editors David Burrows and Jonathan Tappin, production designer Grant Freckelton, art director Simon Whitely, associate art director Vivienne To, previs supervisor Crakg Welsh, character supervisor Damien Gray, environment supervisor Greg Jowle, animation supervisor Noel Cleary and Mathieu Di Muro, CG supervisors Feargal Stewart and Aidan Sarsfield, colourist Sam Chynoweth.
Audio Post production was by 424 Post.