PROJECT RE: BRIEF, BUY THE WORLD A COKE by Grow Interactive, Johannes Leonardo for Google

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PROJECT RE: BRIEF, BUY THE WORLD A COKE

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Industry Website, Portals
Media Design & Branding
Market United States
Agency Grow Interactive
Agency Johannes Leonardo
Released March 2012

Credits & Description

Category: Online Digital Design
Advertiser: GOOGLE
Product/Service: DISPLAY ADVERTISING
Agency: JOHANNES LEONARDO
Agency: GROW INTERACTIVE
: Harvey Gabor (Independent Contributor)
: (Fake Love)
: (Google)
Media placement: Desktop Display Ad - ProjectRebrief.com - 9 March 2012
Media placement: Mobile Display Ad - ITunes App Store, Android Marketplace - 9 March 2012

Describe the brief from the client
We were asked to create a Display ad design that would utilise Coca-Cola’s iconic imagery to bring a fresh take to a classic ad, whilst making it easy for users of all ages to ‘buy the world a Coke’.

Describe the challenges and key objectives
We had to create a design that felt fresh and fun, while also helping users understand how to use the Display ad to the fullest. Since a vending machine had never been connected to a display ad before, we had to create an intuitive user flow that established a connection between the online and offline worlds and gave a sense of immediate connection with the other side of the world.

Describe how you arrived at the final design
We wanted the design to represent the global nature of the idea, and the connection between the online and offline worlds. Making the user experience as simple and clean as possible was critical to communicating a complex idea - sending a can of Coke to a stranger across the world from a banner ad.

Give some indication of how successful the outcome was in the market
We have had over 4,000 messages sent via this display ad, to the numerous vending machines that have been placed around the world. These messages, both video and text, have been sent from over 50 countries, on every continent except Antarctica. Yet.