Advertiser’s Supervisor: Axel Renaudin
Prod Compagny: Georgeous, Les Télécréateurs
Director: Peter Thwaites
Producer: Anne Hashmi, Geneviève Triquet
Sound Production: THE
A longtime champion of happiness, Coca-Cola has always tried to express a refreshingly positive view of the world, bringing us, among others, “Enjoy Life” (1924), the creation of the Coca-Cola Santa Claus (1931), and more recently “Open Happiness” (2009). The latest instalment of the Emmy & TIME nominated Happiness Factory series, The Great Happyfication is an all-singing, all-dancing six-minute animation that distills the secrets of happiness. “The brief was huge. We wanted to make the happiest 6 and a half minutes in film. No half measures. We also wanted to get the world singing the Coca-Cola 5 notes”, says Jonathan Mildenhall, VP Global Advertising Strategy & Content Excellence of Coca-Cola. “I am absolutely delighted with the work from W+K, Psyop and Human. This is a partnership that has steered the direction of Happiness Factory for the last six years. In truth the work just keeps on getting better and better. Rather like drinking a bottle of ice cold Coke, you just never want it to end.” Created by the people who brought you the Happiness Factory, advertising agency Wieden+Kennedy Amsterdam, animation and design studio Psyop and music company Human, the Great Happyfication is set across the epic landscapes of said Factory. Viewers are guided through the film by narrator Pete, a wham-bam-magic-man, and Wendy, the most enthusiastic cheerleader you will ever meet, meeting a glamorous trio of penguins, kissy puppies and a mortar man along the way. Mark Bernath, Executive Creative Director at Wieden+Kennedy Amsterdam comments “Coke doesn’t want to keep all of its formulas a secret. In fact, when it comes to how to be happy, the brand is more than ready to sing from the rooftops about it. We created The Great Happyfication as a musical celebration of the tenets of happiness, and we hope people feel good just from watching it.” Launched at the World of Coca-Cola attraction in Atlanta in June, the Great Happyfication will premiered on the global stage on Facebook at 3pm GMT / 10am EDT today to over 34 million of Coca-Cola’s Facebook fans, and will be supported by seeding and social media.
Advertising Agency: Wieden+Kennedy, Amsterdam, Netherlands
Executive Creative Directors: Eric Quennoy, Mark Bernath
Creative Directors: Eric Quennoy, Mark Bernath
Art Director: Mathew Jerrett
Copywriter: Sean Vij
Broadcast Director: Erik Verheijen
Agency Producers: Olivier Klonhammer
Planner: Amanda Feve
Group Account Director: Andrew Kay
Account Director: Philip Jacobson
Account Manager: Ilkay Dibekoglu
Project Manager: Kate Blumer
Executive Producer: Kim Wildenburg
Business Affairs: Karen Crossley
Production Company: Psyop / Smuggler
Director: Psyop
Psyop Creative Directors: Todd Mueller, Kylie Matulick
Executive Producer: Neysa Horsburgh
Producer: Amanda Miller
Assistant Producer: Chase Masterson
Animation Lead: Dan Vislocky
3D Lead: Kyle Cassidy
Compositing Leads: Danny Koenig, Jason Conradt
Editor: Brett Nicolletti
Sound Design: Henry Boy
Sound Designer: Bill Chesley
Executive producer: Kate Gibson
Audio Post: Grand Central Sound Studios
Sound Designer/Mixer: Raja Sehgal
Music Company: Human
Composers: Edmond Dunne, Timothy Moore, Andrew Bloch, Morgan Visconti
Advertising Agency: Herezie, Paris, France
Executive Creative Director: Andrea Stillacci
Copywriters: Jean-Laurent Py, Edouard Dorbais
Art Directors: Remi Arnaud, Julian Brice, Sebastien Boutebel
Agency Producer: Barbara Vaira
Head of planning: Luc Wise
Planners: Celine Choueri, Delphine Monnier
Director: Christopher Hutsul
Cinematographer: Tico Poulakakis
Production Company : Hard Citizen
Executive Producers : Eva Preger, Jacinte Faria, Link York
Producer: Nick Sorbara
Production Manager: Roman Hul
Audio: Vapor Music
Editing: Ross Birchall, Bijou Editorial
Post Production: Alter Ego
Brief:
Rhinos will be extinct within 10 years if they continue to be killed for their horns. The non-profit Forever Wild initiative, with zero budget, briefed us to raise awareness of the poaching issue and get people to sign an online petition that will be presented to the US Congress later this year.
Insight:
People don’t seem to have even a minute for serious messages, yet they spend hours on frivolous online distractions.
Solution:
For two weeks we created dozens of YouTube clips, remixed versions of each day’s most frivolous trending videos (and some all time classics). These Trojan Horses forced people who actively searched for these silly videos to confront the stark reality of how they were spending their time.
Results:
We knew we’d reach the conscience of some people, and piss off others. But the idea certainly touched a nerve. With $0 spent, signatures have so far increased by almost 300%. And it’s not over.
Advertising Agency: Ogilvy Cape Town
Creative Director: Chris Gotz
Art Director: Prabashan G. Pather
Copywriter: Sanjiv Mistry
Producer: Iris Vinnicombe
Social Media Manager: Chris Rawlinson
Production company: Platypus Productions
“Yeah, these guy will never get along together.
Rubbermaid. Organize your home. Organize your life.”
Advertising Agency: BorghiErh/Lowe, São Paulo, Brazil
Creative Directors: José Henrique Borghi, Erh Ray and Fernando Nobre
Art Director: Bruno Andrade
Copywriter: Robison Mattei Nina Goes
Illustrator: Renato Posch
Photographer: Denis Sitta
Taiwan category sales volume was in decline. To increase condom purchases we needed to remind our young audience of the risks of unprotected sex —task effectively done in other markets via sampling. Given the cultural taboos in Taiwan, regular promoters in the streets were not being able to achieve the daily contact goals. We had to find a new and more effective way to get our products into the consumer hands to start conversations. All Taiwanese generations frequently consult fortune-tellers to know their fate in wealth, health and specially love. With a very limited budget we created an unbranded fortune-teller machine called “Xerud” and placed it in bars, nightclubs and karaoke bars where the inhibitions are lessened. “Xerud” handed out predictions related to one’s sexual life and relationships together with the most relevant sample condom based on the forecast and the product benefit. The sample pack also contained educational tips about safe sex. In average a street promoter handed out 23 samples an hour while “Xerud” handed out an average of 77. Most importantly we’ve softened inhibitions and started meaningful conversations. The full campaign was led by sampling but also had a TVC, print/online ads, online predictions, a Facebook page and in-store POSM. The impact on the sales volume was a 4% increase while the category sales volume was in negative growth, -5%. The Durex market share also reached an historical high in February 2011 with 54.7%.
Advertising Agency: OgilvyAction, Taipei, Taiwan
Creative Director: Nuno Lemos
Art Director: Millie Lin
Copywriter: Sherry Hsieh
Senior Designer: James Lei
Additional credits
Account Manager: Polly Wen
Account Director: Amber Huang
