Coca-cola Design & Branding 125 RAZONES PARA CREER EN UN MUNDO MEJOR by Furia

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Industry Soft Drinks
Media Design & Branding
Market Argentina
Agency Furia
Creative Director Guillermo Tragant
Art Director Marcelo Cardozo
Copywriter Florencia Codagnone
Designer José Alfonso Sael
Photographer Toto Cullen, Patricio Battellinni, Pedro Arruda, Rocco Toscani, Per Snare
Released January 2011

Credits & Description

Category: Books
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Agency: FURIA
Date of First Appearance: Jan 11 2011
Entrant Company: FURIA, capital federal , ARGENTINA
Creative Director: Guillermo Tragant (Furia World)
Account Manager: Luis Brusco (Furia World)
Art Director: Marcelo Cardozo (Furia World)
Designer: José Alfonso (Furia World)
Artist: Milo Lockett (Furia World)
Artist: Jaime Ayon (Furia World)
Artist: JeremyVille (Furia World)
Copywriter: Florencia Codagnone (Furia World)
Photographer: Per Snare (Furia World)
Photographer: Rocco Toscani (Furia World)
Photographer: Toto Cullen (Furia World)
Photographer: Patricio Battellinni (Furia World)
Photographer: Pedro Arruda (Furia World)
Artist: James Victore (Furia World)
Media placement: BOOK LAUNCH - MEXICO - JANUARY 11TH 2011

Describe the brief from the client
The brief was to document the output of a research, commissioned by Coke to identify main social impact causes, in order to generate the basis of an optimistic and inspiring campaign of the brand's 125 anniversary.

Describe the challenges and key objectives
In a context where, everything seems to be going wrong, more bad things happening than good ones; Coca Cola had to launch its 125th anniversary campaign, leveraging the brands values of joy and optimism.
The objective and key challenge was to translate the research output in a close and friendly way so the general public could get aware of it, while get inspired to think positively.

Describe how you arrived at the final design
We thought about a book, that could represent the spirit and intention Coca Cola wanted to transmit: plural, representative, positive and global.
In this way, we looked for an inspiring collection of art, which involved different artists and stories.
All artists were excited and fully committed to the responsibility of translating a fact, result of the research, into an inspiring source of optimism.
Full of stimulating images and short encouraging texts, the book has the rhythm and tone the brand wanted to transmit.
Therefore, the brand's values such as optimism, joy, reachable, etc, emerge from the book's own design.

Give some indication of how successful the outcome was in the market
The outcome of this work was an iconic art book of cultural relevance, which broadcasts the research findings in an inspiring way.
As a way to amplify the main, hard cover, printed edition, other formats were required, such as inserts, iPad/iPhone applications, print and OOH.
The graphical content of the art book has generated content for communication campaigns for the next 2 years.
This book was translated into 3 languages to be roll-out to other markets.