Coca Cola Generous World
Coca Cola’s centenary of the Coke bottle includes “A Generous World”, a commercial launched during the Academy Awards. The commercial shows a full bottle of Coke being handed from survivor to survivor in calamitous scenes on Sitges Beach in Spain. “No matter who you are, or whatever life throws at you, there’s always someone out there who could use a Coke a little more than you. Who would you share one with?” The teaser version ended before viewers could see what was casting a large shadow on the earth. The Coca Cola USA Facebook page invited fans to channel their inner screenwriters to suggest who they thought would get the next Coke, using #AndTheCokeGoesTo. The amended ending was posted on the Facebook Videos page.
The Coca Cola Generous World campaign was developed at Wieden + Kennedy, Portland, by executive creative directors Joe Staples and Mark Fitzloff, creative directors Hal Curtis, Jeff Gillette, Antony Goldstein, art director Gianmaria Schonlieb, copywriter Neil Ramanan, producer Jennifer Hundis, business affairs manager Teresa Lutz and head of production Ben Grylewicz
Tagged: Adam Pertofsky, Antony Godstein, Ben Grylewicz, Dante Ariola, Eleven Sound, Gianmaria Schonlieb, Hal Curtis, Jeff Gillette, Joe Staples, Mark Fitzloff, MJZ, Neil Ramanan, Philippe Le Sourd, Rock Paper Scissors, The Mill, Walker Music, Wieden+Kennedy