THE LONGEST CELEBRATION by SapientNitro Miami for Coca-cola

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THE LONGEST CELEBRATION

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Industry Soft Drinks
Media Design & Branding
Market United States
Agency SapientNitro Miami
Associate Creative Director Ronn Pearson
Creative Director Juan Sevilla, Angel Morales
Art Director Opher Yunger
Copywriter Ben Levy
Designer Alex Ohannessian
Released March 2010

Credits & Description

Category: Digital Design – Websites & Online Advertising
Advertiser: THE COCA-COLA COMPANY
Product/Service: COCA-COLA
Agency: SAPIENTNITRO
Date of First Appearance: Mar 5 2010 12:00AM
Entrant Company: SAPIENTNITRO, Miami, USA
Entry URL: http://celebrations.coca-cola.com
Senior Art Director: Damion Parsons (SapientNitro)
Art Director: Opher Yunger (SapientNitro)
Designer: Alex Ohannessian (SapientNitro)
Copywriter: Ben Levy (SapientNitro)
Associate Creative Director: Ronn Pearson (SapientNitro)
Creative Director: Juan Morales (SapientNitro)
Senior Flash Developer: Alejandro Villanueva (SapientNitro)
Senior Flash Developer: Steve Cucinotta (SapientNitro)
Senior Flash Developer: Alex Toledo (SapientNitro)
Media placement: Website - Http://celebrations.coca-Cola.com - 5 March, 2010

Describe the challenges and key objectives
Since the Longest Celebration was being launched in over 80 countries, navigation had to be simple and rely on as little copy as possible. We needed to keep the site intuitive while still making use of South African influenced iconography.

Describe the brief from the client
Coke wanted to infuse their World Cup campaign with the spirit and emotion that will be evident in South Africa.

Describe how you arrived at the final design
The 2010 World Cup is hosted in South Africa, and their culture, passion, and art informed the design of the Longest Celebration hub. South Africans don’t just “watch” football, they become part of the game. They dance, sing, clap their hands and blow horns. To reflect this, the elements of the channel were embellished with horns and cheering mouths. South African art has a minimalist style, with bright colours that speak to the spirit of the country itself. Reaching red hands grasp a real-time version of each widget. By displaying the widgets, users can discover the benefits of each.

Give some indication of how successful the outcome was in the market
The Longest Celebration is just getting started, but with the release of just a single widget from the HUB, we’ve helped Coca-Cola unite over 86,000 fans around the world before the games have even begun. And that’s just in the first month. The Longest Celebration HUB is poised to become the default method for fans to get closer to South Africa. By the time the games begin, Coca-Cola will be responsible for uniting the entire world, thanks to the beauty of South African art, song, and dance.