16: FILM CRAFT (OUTSTANDING DIRECTION OF A COMMERCIAL)


Coca-Cola - Open Like Never Before - Coca-Cola
Soft drink

Gold
Title of Entry: | Coca-Cola - Open Like Never Before |
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Brand: | Coca-Cola |
Product/Service: | Soft drink |
Client: | The Coca-Cola Company |
Entrant Company: | 72andSunny Amsterdam |
Creative Team: | ADVERTISING AGENCY: 72andSunny Amsterdam Executive Creative Director: Carlo Cavallone Deputy Executive Creative Director: Laura Visco Creative Director: Emiliano Trierveiler Designer: Renee Lam Designer: Masaya Kochi Writer: Constanze Bilogan Director of Strategy: Sarah Sutton Strategy Director: Armando Potter Comms Strategist: Charlotte Rubesa Group Brand Director: Rob Conibear Brand Director: Angelina Joy Brand Manager: Marie Henaff Brand Coordinator: Mauro Sala Executive Producer: Jennifer Cursio Sr Film Producer: Eline Bakker Sr Producer: Nili Zadok Business Affairs Director: Selam Kehishen FILM PRODUCTION: new-land London Director: Gustav Johansson Director: Indra Herö Wide Director: Marcus Ibanez Director of Photography: Martin Rudh Director of Photography: Steve Annis Director of Photography: Jamie Ramsay Producer: Trine Pillay Producer: Mia Tidlund Production Manager: Christabelle Stone EDITING COMPANY: Cabin Editing Company Editor: Sam Ostrove Editor: Emma Backman AUDIO POST: Wave Studios London Sound Designer/Mixer: Ed Downham Sound Designer/Mixer: Parv Thind MUSIC: The SMC Group POST PRODUCTION: Glassworks Amsterdam Lead 2 D Artist: Blake Huber 2 D Artist: Alexis da Camara Colourist: Scott Harris VFX Producer: Jamie McCubbin Chief Operating Officer: Anya Kruzmetra |
Other Credits: | CLIENT: The Coca-Cola Company Senior Vice President, Marketing, EMEA: Walter Susini Creative Strategy Director: Marta Carreras Cancelo Head of Projects Content Marketing Manager: Sara Gallego Head of Content Production: Carine Harris |
Sector: | N/A |
Notes: | After a 3-month pause in their advertising and channeling $100 million to COVID relief efforts, Coca-Cola launched its first brand statement with Open Like Never Before. With a poem co-written and performed by British artist George The Poet, the anthem film invites us to challenge the so-called new normal, and instead to stay open and bring renewed optimism for the change ahead. To the sound of a rendition of the 1960’s anthem track “San Francisco”, George performs his own words, but as the film progresses, it weaves in different people, young and old, from all walks of life and parts of the globe, who each make a part of the poem their own, challenging the old notions of work, relationships, travelling, body and race awareness, gender roles, immigration, sexuality, female leadership, all in one continuous, poetic flow. The film ends with George and a last hopeful statement “We’ll weather this storm, so I’ll be open like never before”. The directorial approach was innovative, shaped around the creative ambition, the scope of the project and the lockdown restrictions. The end goal was to deploy a rhythmic, multi-layered rendition of the poem, a piece performed at the same time by one and by many voices, crossing film genres with cinematic realism. A triad of directors defined the cinematic approach and the narrative centrally, creating a consistent yet broad language, that was then executed in a myriad of formats, from film to found (and borrowed) footage, in dozens of different locations by DOPs and cinematographers in five different countries. The film was directed at the same time on the spot and remotely, in a period of five days and in three time zones, with second units shooting in parallel, aiming to achieve a truly global mosaic but keeping the integrity of each individual story and the power of the words. Created and produced during lockdown, the film was shot and finished remotely within 6 weeks and has been launched in over 50 countries. |