16: FILM CRAFT (OUTSTANDING DIRECTION OF A COMMERCIAL)
Coca-Cola - Open Like Never Before - Coca-Cola
|Title of Entry:||Coca-Cola - Open Like Never Before|
|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
|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.