Coca-cola Design & Branding HUG-U'S by IVITY BRAND CORP


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Industry Soft Drinks
Media Design & Branding
Market Portugal
Creative Director Pedro Pires
Copywriter Joao Freitas
Released November 2011

Credits & Description

Category: Books
Advertiser: COCA-COLA
Chief Creative Officer: Paulo Rocha (Ivity Brand Corp)
Creative Director: Pedro Pires (Ivity Brand Corp)
Copywriter: João Freitas (Ivity Brand Corp)
Senior Brand Manager: Andreia Ferreira (Ivity Brand Corp)
Junior Brand Manager: Ana Martins (Ivity Brand Corp)
Account Director: Vera Rhodes (Ivity Brand Corp)
Senior Graphic Designer: Cesária Martins (Ivity Brand Corp)
Artwork: Ana Teresa Fernandes (Ivity Brand Corp)
Media placement: Book - Coca-Cola Happiness Institute - 09th November 2011
Media placement: Mr. Happy Doll - Coca-Cola Happiness Institute - 09th November 2011

Describe the brief from the client
It was necessary to materialise happiness as a Coca-Cola attribute. Make it ‘touchable’ and spread it from hand to hand. That’s where 'Hug-u´s' come in.

Describe the challenges and key objectives
The happiness institute edits reports based on study results about happiness. Results made of numbers and graphics, which no one reads and analyses properly.

Describe how you arrived at the final design
While showing the results we built a powerful graphic and emotional communication universe. Hug-u´s represent the physical side of happiness

Give some indication of how successful the outcome was in the market
Hug-u´s embrace the happiness book, which holds the results of the studies made by the institute about Portuguese happiness.
This book is the first of series of 9 we created. The different Hug-u´s, will be released along with new editions of the happiness survey results.