HAPPINESS REFILL by Ogilvy Sao Paulo for Coca-cola

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HAPPINESS REFILL

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Industry Soft Drinks
Media Print, Magazine & Newspaper
Market Brazil
Agency Ogilvy Sao Paulo
Creative Director Edu Garretano
Art Director Raphael Lucone, Rafael Rizuto Copywritter
Copywriter Eduardo Marques Porto, Flavio Tamashiro
Designer Amanda Maykot
Producer Juscelino Vieira, Jô Cassiano
Account Supervisor Leticia Arslanian
Released June 2012

Awards

Cannes Lions 2012
Mobile Lions Use of Innovative Technology for mobile Bronze

Credits & Description

Type of entry: Creative Use Of Technology
Category: Use of Innovative Technology for mobile
Advertiser: THE COCA-COLA COMPANY
Product/Service: COCA-COLA
Agency: OGILVY BRASIL São Paulo, BRAZIL
Advertiser THE COCA-COLA COMPANY
Product COCA-COLA
Entrant OGILVY BRASIL São Paulo, BRAZIL
Type of Entry: Creative Use Of Technology
Category: Use of Innovative Technology for mobile
Title: HAPPINESS REFILL
Advertiser/Client: THE COCA-COLA COMPANY
Product/Service: COCA-COLA
Entrant Company: OGILVY BRASIL São Paulo, BRAZIL
DM/Advertising Agency: OGILVY BRASIL São Paulo, BRAZIL

Chief Creative Officer: Anselmo Ramos (Ogilvy Brasil)
Executive Creative Officer: Claudio Lima (Ogilvy Brasil)
Executive Creative Officer: Fred Saldanha (Ogilvy Brasil)
Creative Director: Eduardo Marques (Ogilvy Brasil)
Creative Director: Edu Garretano (Ogilvy Brasil)
Head Of Digital: Daniel Tartaro (Ogilvy Brasil)
Copywriter: Eduardo Marques (Ogilvy Brasil)
Copywriter: Flavio Tamashiro (Ogilvy Brasil)
Art Director: Rafael Rizuto (Ogilvy Brasil)
Art Director: Raphael Lucone (Ogilvy Brasil)
Producer: Juscelino Vieira (Ogilvy Brasil)
Producer: Jô Cassiano (Ogilvy Brasil)
Account Director: Elaine Thompson (Ogilvy Brasil)
Account Supervisor: Leticia Arslanian (Ogilvy Brasil)
Advertiser's Supervisor: Adriana Knackfuss (The Coca Cola Company)
Planner: Bruno Cunha (Ogilvy Brasil)
Concept: Tiago Fernandes (Ogilvy Brasil)
User Experience Designer: Pablo Moura (Ogilvy Brasil)
Project Management: Paula Santana (Ogilvy Brasil)
Designer: Amanda Maykot (Ogilvy Brasil)

Brief Explanation
Coca Cola wanted to insert their brand among the young emerging middle-class consumers who love their mobile phones, but can´t afford a generous data plan. Moreover, in Brazil most Wi-Fi spots aren’t free. So, we created Happiness Refill: a dispenser machine with a built-in computer that connects via wi-fi to a Coke Mobile Browser (APP). Instead of dispensing soda, it fills up mobile phones with free data credits. Through the Happiness Refill App, teenagers can use the credits to navigate the internet.