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

Silver

Title of Entry:	Coca-Cola - Open Like Never Before
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:	In the midst of COVID, Coca-Cola wanted to express its belief in uplifting and uniting people out of the dividing times of the pandemic. The opportunity was to bring Coke’s values of connection, togetherness and optimism to a post-COVID world. As a global brand, addressing a global pandemic, Coca-Cola wanted to demonstrate thought leadership to an audience that included humanity at large. The answer was “Open Like Never Before”, a statement of hopefulness and openness. In times of uncertainty, the brand doubled down on its core value, optimism. With a poem, co-written and performed by British artist George The Poet, Coca-Cola invites us all to challenge the so-called new normal, and stay open to change. To the sound of a rendition of the iconic 60’s track “San Francisco”, George performs his own words, but as the film progresses, he’s joined by different people, from all walks of life and parts of the globe. Each person makes the poem their own, challenging the old notions of work, family, body and race awareness, gender, immigration, sexuality and female leadership, all in one continuous, poetic flow. San Francisco is at the same time the most courageous and the most relevant choice of music. The track, both the original and its many renditions, carries an unparalleled cultural weight, as it’s been a generational anthem, associated with progressive movements since the 1960’s. It keeps returning, as a true symbol of optimism and change, both delicate and powerful. This particular rendition was part of the original soundtrack for the 2018 film “The Last Black Man in San Francisco”, a testimony to the vitality of the track. It’s soulful variations carry the memory of the original track, but sparsely, allowing it to be seamlessly weaved into the poem that carries the film. In a time of cynicism and social backlash, it helped ground the piece in a place of honesty and hopefulness.   Produced remotely in 6 weeks during lockdown, the global campaign ran in +40 countries as TVC and on Youtube. Supporting the global blackout against hate speech, it did not run on social media. The work ran in WEBU for 6-8 weeks before it rolled out in LATAM in late 2020. A YouGov BrandIndex survey, compiled exclusively for The Grocer, found the campaign was one of the most effective FMCG campaigns of the year. It was also selected by Contagious Magazine among the most contagious of 2020. With 100 million dollars donated to COVID relief efforts, the campaign supported more than 13.000 bars, restaurants and shops, with over €4M donated directly to Horeca partners.