Coca-cola Print ARCTIC HOME by Leo Burnett Chicago

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ARCTIC HOME

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Industry Soft Drinks
Media Print, Magazine & Newspaper
Market United States
Agency Leo Burnett Chicago
Director Ryan Ebner
Associate Creative Director Melanie Larsen
Executive Creative Director Jon Wyville, Dave Loew
Creative Director Leyla Dailey, Matt Denten
Producer Jeff Zimmerman
Account Supervisor Katie Nikolaus
Released December 2011

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: THE COCA-COLA COMPANY
Product/Service: COCA-COLA
Agency: 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)
Creative Director: Leyla Dailey (Arc Worldwide Chicago)
Creative Director: Matt Denten (Arc Worldwide Chicago)
Associate Creative Director: Melanie Larsen (Arc Worldwide Chicago)
Head Of Production: Chris Rossiter (Leo Burnett Chicago)
Content Architect: Vincent Geraghty (Leo Burnett Chicago)
Content Architect: Rob Tripas (Leo Burnett Chicago)
Producer: Jeff Zimmerman (Leo Burnett Chicago)
Print Producer: Patrick Smith (Leo Burnett Chicago)
Director Of Digital Strategy: Joe Kehoe (Arc Worldwide Chicago)
Senior Analyst: Jessica Muniz (Arc Worldwide Chicago)
Television Production Company: (HSI)
Director: Ryan Ebner (HSI)
Web Production Company: (Acne)
Design Agency: (Turner Duckworth)
Account Director: Ben Stobart/Emily Davison/Christine Greeley (Leo Burnett Chicago)
Account Supervisor: Katie Nikolaus (Leo Burnett Chicago)
Media placement: Packaging - Retail Cans And Bottles - 26 October 2011
Media placement: Retail - 7-Eleven Stores -  
Media placement: Press - Neighbors - Dallas Morning News Community Publications - 30 December 2011
Media placement: OOH - Shopping Malls In The US - 1 December 2011
Media placement: Posters - Launch Event At The Fernbank Atlanta - 26 October 2011
Media placement: Digital Page Takeover - NYTimes.com - 15 November 2011
Media placement: Website - Online - 26 October 2011
Media placement: TV - WFAA (ABC) Good Morning Texas - 28 December 2011
Media placement: Mobile Application - IPhone/iPad App Store - 1 November 2011
Media placement: Radio - KDMX-FM (MIX 102-9) - 28 December 2011

Describe the objective of the promotion.
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 $3m to 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 how the promotion developed from concept to implementation.
To symbolise the commitment, for the first time in history, the iconic red Coca-Cola can was turned white. 1.4 billion white cans generated instant global awareness as well as a bit of controversy. But despite the tension it created, it brought attention to the polar bear’s plight and drove them to ArcticHome.com. There, visitors were invited to donate, explore a virtual Arctic landscape featuring real-time weather conditions and track actual polar bears in the largest 3D flash site to date. The idea was amplified in television and cinema, while outdoor and online advertising invited the public to contribute via text donation.

Explain why the method of promotion was most relevant to the product or service.
For decades, the polar bear has been a holiday tradition and beloved member of the Coca-Cola family. The holidays are also a time when Coca-Cola gives back and encourages consumers to do the same. But given that holiday timeframe, Arctic Home had to compete for people’s attention with a number of worthy causes, including some of the most well-known non-profits and charitable organisations in the world. We sought to inspire people and generate support for the cause, empower them to donate and provide them with the tools to advocate on behalf of the effort to reach an even broader audience.

Describe the success of the promotion with both client and consumer including some quantifiable results.
TOTAL 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 No.1 Apple and No.2 Google)

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