Open that Coca-Cola brings the spark to anyone’s ordinary life transforming it into a frenetic madness of joy and rithm. An actual activation for people as vaccination advances in millions day by day in the States and around the world switcning the light on at the end of the Pandemic tunnel.
This is the latest video proposal by the beverage co. full of music, full of rithm, full of color.
The Open that Coca-Cola video has been conceived by the creative team at Wieden+Kennedy London, headed by Juan Sevilla and Joe De Souza (find at the end of the post the credits for this ad).
No spoken words in this ad that follows the same communication code opened by the “Turn up your Rhythm” 60 second spot launched at the end of Jannuary by the company in its Asian markets.
Visual codes in the red of the Coke bottle and logo and music, and in this case, a fresh new track from Grammy-nominated pop vocal group BTS.
“Turn Up Your Rhythm takes viewers and listeners on an imaginative, high-energy journey as Coca-Cola transforms mundane moments like sitting in an office meeting or waiting at a bus stop into danceable experiences.
“The BTS cover of X Ambassadors’ 2014 alt-rock hit “Jungle” turns up the rhythm in the ad with pulsing, electro-pop beats as bottles of Coca-Cola bounce their way from a hip, music-fueled factory to add a little magic to the world by refreshing and reinvigorating the masses,” The Coca-Cola Company explains.
The 60-second spot, which is supported by an integrated marketing campaign spanning social media, TV, mobile and in-store creative, launched in Indonesia last Jannuary and will roll out in countries across the Asia-Pacific region throughout 2021.
“This film takes a look at how dull or idle moments in your day can be transformed into memorable and uplifting ones by reaching for an icy-cold Coke,” said Pratik Thakar, Head of global creative strategy and content for Coca-Cola.
In my view this same creative approach applies as well to the most recent Open that Coca-Cola video, that kicks off accompanied by two hashtags #OpenthatCocaCola #CocaColaKickShuffle.
Image over the headline.- Caption from the Open that Coca-Cola video.© The Coca-Cola Company.
Related external links:
Credits of the Open that Coca-Cola video:
Wieden + Kennedy London team:
Creative Directors: Joe De Souza, Juan Sevilla; Bosses: Laura (Ellert) Jacobs, Alex Fitch, Johno Fagan; Producers: Tom Dean Matthew Ellingham; Planners: Huw Devine, Rory Foster, Ayo Fagbemi; Design Director: Ryan Teixeira; Lead Designer: Justin Hallström; Creative life support: Katia Schutz, Stefan Foster.
Sound track: Track created by Tyler, The Creator; VFX supervised by Mike Chapman at The Mill; Edited by Sam Bould at Final Cut; Sound Design by Sam Ashwell at 750mph
The Coca-Cola Company Europe team: Marta Carreras Cancelo, Pietro Matteucci, Carine Harrist, Teresa Luque Galán, Micaela Weinstein, Souleymane Hamed and Walter Susini