Coca-cola Outdoor COCA-COLA TEENS by 88 Phases, Coca-cola Company

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Industry Soft Drinks
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United States
Agency 88 Phases
Agency Coca-cola Company
Executive Creative Director Jonathan Mildenhall
Creative Director David Campbell
Producer Bobby Heller
Photographer Yu Tsai
Released August 2011

Credits & Description

Category: Drinks (Alcoholic & Non-Alcoholic)
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Agency: 88 PHASES
Executive Creative Director: Jonathan Mildenhall
Creative Director: David Campbell
Photographer: Yu Tsai
Producer: Bobby Heller

Ambient Execution Description
In recent years, Coca-Cola has struggled with storytelling in outdoor, especially when
talking to their core target – teenagers. They often called Coke advertising “fake” and
“not real.”
But, what if instead of creating images of how the brand perceived teens, these young
people were invited to share their own brand perspective and experience.
Through Facebook, Twitter, and even talking to teens on the street, we found the
brand's greatest enthusiasts and invited hundreds of them to share their stories during
a unique event.
Sharing each other. Sharing their stories. And of course, sharing a Coke.
And all the while, unexpected moments were captured for use in outdoor advertising.
Not only have their personal film stories been shared with the world on YouTube and
Facebook, but their images have appeared across four continents in various media,
giving just a little something back to the brand’s greatest fans.