Coca-cola Design & Branding THUMBPRINTS by Leo Burnett Chicago

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THUMBPRINTS

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Industry Soft Drinks
Media Design & Branding
Market United States
Agency Leo Burnett Chicago
Executive Creative Director Jon Wyville, Dave Loew
Designer Eing Omathikul
Producer Patrick M Smith
Account Supervisor Katie Nikolaus
Released October 2011

Credits & Description

Category: Posters
Advertiser: THE COCA-COLA COMPANY
Product/Service: COCA-COLA
Agency: LEO BURNETT CHICAGO
Chief Creative Officer: Susan Credle (Leo Burnett Chicago)
Executive Creative Director: Dave Loew (Leo Burnett Chicago)
Executive Creative Director: Jon Wyville (Leo Burnett Chicago)
Associate Creative Director/Art Director: Chris Von Ende (Leo Burnett Chicago)
Associate Creative Director/Copywriter: Mike Ward (Leo Burnett Chicago)
Designer: Eing Omathikul (Leo Burnett Chicago)
Producer: Patrick Smith (Leo Burnett Chicago)
Studio House: (Visualwright)
Account Director: Emily Davison (Leo Burnett Chicago)
Account Director: Ben Stobart (Leo Burnett Chicago)
Account Supervisor: Katie Nikolaus (Leo Burnett Chicago)
Media placement: Posters X3 - Launch Event At The Fernbank Museum In Atlanta, Georgia - 26 October 2011

Describe the brief from the client
In 2011, in the face of environmental change and a shrinking Arctic habitat, Coca-Cola sought to help ensure a future for the polar bear. Coca-Cola pledged $3 million dollars to support World Wildlife Fund’s efforts to establish a lasting Arctic refuge. We created Arctic Home to increase awareness of the polar bear’s plight and encourage additional donations from the public.

Describe the challenges and key objectives
Encourage people to donate to Arctic Home and by doing so, help support World Wildlife Fund’s efforts to establish an Arctic refuge. By simply texting the package code found under any Coca-Cola product, people could make a $1 donation that Coca-Cola would match.

Describe how you arrived at the final design
We wanted to illustrate that when people come together and make an effort to help (even if it’s just making a single $1 text donation), it can have a real impact. The thumbprint was a natural way to illustrate texting. All those thumbs (and all those texts) combine to make something beautiful, and together can help ensure that beauty is around for future generations to appreciate.

Give some indication of how successful the outcome was in the market
This was only year one of a planned 3-year initiative but has already become the largest integrated marketing platform in the history of Coca-Cola.
Results (Nov ’11 – March ’12)

MEDIA IMPRESSIONS – 2,055,157,704 -- raising the profile of WWF and their work in the Arctic in addition to highlighting the plight of the polar bear.

HARRIS POLL RESULTS – Coca-Cola catapulted from 15th to 3rd (after #1Apple and #2 Google)

TOTAL DONATIONS $ - $1,788,572 in public donations (including match) will go toward the full creation and implementation of WWF’s Last Ice Area plan.