BUBBLES by Bcube Milan for Coca-cola

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BUBBLES

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Industry Soft Drinks
Media Print, Magazine & Newspaper
Market Italy
Agency Bcube Milan
Art Director Daniele Pancetti
Copywriter Bruno Vohwinkel
Account Supervisor Edi Borrelli
Illustrator Lorenzo Petrantoni
Released March 2011

Credits & Description

Category: Illustration
Advertiser: COCA-COLA
Product/Service: COCA-COLA 125TH ANNIVERSARY CAMPAIGN
Agency: BCUBE
Date of First Appearance: Mar 15 2011
Entrant Company: BCUBE, Milan, ITALY
Chief Executive Officer/Executive Creative Director: Francesco Bozza (BCUBE)
Copywriter: Bruno Vohwinkel (BCUBE)
Art Director: Daniele Pancetti (BCUBE)
Group Account Director: Marta Di Girolamo (BCUBE)
Account Supervisor: Edi Borrelli (BCUBE)
Illustrator: Lorenzo Petrantoni
Creative Excellence Manager: Francesco Cibò (Coca-Cola)
Media placement: Press, Direct, Outdoor, Poster In Store - Italy & CSE Europe - 15/3/2011

Describe the brief from the client
May 8, 2011, marks 125 years since Coca-Cola was first served in Atlanta by pharmacist Dr. John Pemberton: a milestone anniversary that provides an opportunity to celebrate the impact Coca-Cola has had on popular culture and to recognize the people and partners who played their part in making it the world’s most valuable brand.
The Anniversary is the occasion to go back to the early days of the brand and to remind people what Coca-Cola has always been all about: a delicious and refreshing part of our history and our lives making us feeling better.

Describe the challenges and key objectives
Key objectives
Strengthen brand love within universal Coca-Cola target:
Increase brand positive perceptions and category acceptance
Leverage on the 125th anniversary to celebrate the happiness moments inspired by Coca-Cola.
Challenge
Build a memorable and iconic format, able to convey the past, the present and the future of the brand.
Make the format flexible as it should be used across different countries and be apt for local adaptations.

Describe how you arrived at the final design
We built the communication on one core element: the Coca-Cola Contour Bottle, the height of the brand’s iconicity.
A partnership with the well known Italian artist Lorenzo Petrantoni led to the creation of a graphic structure that conveys a sense of past, present, and future.
This flexible, minute and rich texture literally explodes out of the bottle and becomes the symbolic container of the brand’s core values: its presence through time, its link with world history, its happy, sparkling and positive attitude to life.

Give some indication of how successful the outcome was in the market
This creative project will be used in 23 different countries from Central-Southern Europe throughout 2011. Even markets outside the CSE have appreciated the project and will amplify it.

The “Anniversary texture” has been declined on all communication materials: from above the line to below the line, from events visual identity to shopper marketing materials.

The texture has also been animated and digitalized and has been used for 3D projections, TV promos and web materials.

This creative project has become the real symbol of the 125th Anniversary.