HAPPINESS REFILL by Ogilvy Sao Paulo for Coca-cola

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HAPPINESS REFILL

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Industry Soft Drinks
Media Design & Branding, Case study
Market Brazil
Agency Ogilvy Sao Paulo
Executive Creative Director Fred Saldanha, Claudio Lima, Tiago Meloni
Creative Director Edu Garretano
Art Director Raphael Lucone, Rafael Rizuto Copywritter
Copywriter Eduardo Marques Porto, Flavio Tamashiro
Designer Edu Garretano, Amanda Maykot
Producer Juscelino Vieira, Bruno Belcastro, Moisés Richard, Eduardo Medeiros, Joa, Jô Cassiano
Account Supervisor Leticia Arslanian, Elouse Gameiro, Mirna Abaurre
Released June 2012

Awards

Cannes Lions 2012
Design Lions Offline Digital Design Bronze

Credits & Description

Type of entry: Digital Design
Category: Offline Digital Design
Advertiser: THE COCA-COLA COMPANY
Product/Service: COCA-COLA
Agency: OGILVY BRASIL São Paulo, BRAZIL
Advertiser THE COCA-COLA COMPANY
Product COCA-COLA
Entrant OGILVY BRASIL São Paulo, BRAZIL
Type of Entry: Digital Design
Category: Offline Digital Design
Title: HAPPINESS REFILL
Advertiser/Client: THE COCA-COLA COMPANY
Product/Service: COCA-COLA
Entrant Company: OGILVY BRASIL São Paulo, BRAZIL
DM/Advertising Agency: OGILVY BRASIL São Paulo, BRAZIL

Chief Creative Officer: Anselmo Ramos (Ogilvy Brasil)
Executive Creative Director: Claudio Lima (Ogilvy Brasil)
Executive Creative Director: Fred Saldanha (Ogilvy Brasil)
Creative Director: Eduardo Marques (Ogilvy Brasil)
Creative Director: Edu Garretano (Ogilvy Brasil)
Head Of Digital: Daniel Tártaro (Ogilvy Brasil)
Copywriter: Eduardo Marques/Flavio Tamashiro (Ogilvy Brasil)
Art Director: Rafael Rizuto/Raphael Lucone (Ogilvy Brasil)
Producer: Juscelino Vieira/Bruno Belcastro/Jô Cassiano/Moisés Richard/Eduardo Medeiros/Joa (Ogilvy Brasil)
Account Director: Elaine Thompson (Ogilvy Brasil)
Account Supervisor: Leticia Arslanian/Elouse Gameiro/Mirna Abaurre (Ogilvy Brasil)
Advertiser's Supervisor: Adriana Knackfuss (The Coca-Cola Company)
Planner: Bruno Cunha (Ogilvy Brasil)
Concept: Tiago Fernandes/Pedro Di Nardo/Daniel Uchoa (Ogilvy Brasil)
UXD: Pablo Moura/Nasser Said/Priscila Loschiavo (Ogilvy Brasil)
Project Management: Paula Santana/Emerson Silva (Ogilvy Brasil)
Designer: Edu Garretano/Amanda Maykot (Ogilvy Brasil)
Digital Operations Director: José Carlos Tinoco (Ogilvy Brasil)
Quality Assurance: Ryany Holanda (Ogilvy Brasil)

Brief Explanation
Teenagers love their mobile phones, but can´t afford a generous data plan. In Brazil, most of all Wi-Fi spots are paid for.

Describe the brief from the client
Coke wanted to insert their brand among the young emerging middle-class consumers using a mobile phone platform.




Describe the creative solution to the brief/objective.



Happiness Refill was designed inspired on the Coke bottle. It's a dispenser machine combined with a built-in computer that connects to a specially mobile Coke browser. Instead of dispensing soda, it fills up mobile phones with credits. So teens can navigate the internet for free on their mobile phones.




Describe the results in as much detail as possible.



For Coke, happiness is being present in the everyday life of teens, integrating mobile, POS and brand experience. Currently, the project is available for one of the largest mobile carriers in Brazil, with 45m users. It will be expanded to all carriers, generating a new type of flow into the point of sale and spreading happiness everywhere.