CAN YOU FEEL IT TONIGHT? by Wieden + Kennedy Amsterdam for Coca-cola

Adsarchive » Promo , Case study » Coca-cola » CAN YOU FEEL IT TONIGHT?

CAN YOU FEEL IT TONIGHT?

Pin to Collection
Add a note
Industry Soft Drinks
Media Promo & PR, Case study
Market Netherlands
Agency Wieden + Kennedy Amsterdam
Director Christopher Riggert
Executive Creative Director Mark Bernath, Eric Quennoy, Duncan Marshall, Jason Levine
Art Director Mathew Jerrett
Copywriter Sean Vij
Released December 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Agency: WIEDEN+KENNEDY AMSTERDAM
Date of First Appearance: Jan 1 2011
Entrant Company: WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Entry URL: http://www.coca-cola.com/music/en_ZA/portal/index.html
Vocals/Guitar: George Craig / Jack Sails / Mark Hayton / Daniel Parkin / James Craig (One Night Only)
Executive Creative Director: Mark Bernath / Eric Quennoy (Mark Bernath / Eric Quennoy)
Copywriter: Sean Vij (Wieden+Kennedy)
Art Director: Mathew Jerrett (Wieden+Kennedy)
Executive Producer: Elissa Singstock (Wieden+Kennedy)
Group Account Director: Andrew Kay (Wieden+Kennedy)
Account Director: Jing Lien (Wieden+Kennedy)
Planner: Amanda Feve (Wieden+Kennedy)
Vice President Global Advertising Strategy and Content Excellence: Jonathan Mildenhall (Coca-Cola)
Director of Global Entertainment Marketing: Joe Belliotti (Coca-Cola)
Group Director Film and Music Production: Nick Felder (Coca-Cola)
Global Brand Director: Cristina Bondolowski (Coca-Cola)
Global Creative Director: Guy Duncan (Coca-Cola)
Global Creative Strategist: Jackie Santos (Coca-Cola)
Executive Producer: Shawn Lacey / Holly Vega (Biscuit Filmworks)
Director: Christopher Riggert (Biscuit Filmworks)
Cinematographer/ Director Of Photography: Jan Velicky (Biscuit Filmworks)
: Lisa Kenrick / Russell Icke / Charlie Harvey (Whitehouse Post)
: Stephen Venning/ Matt Williams / Tom Jones (The Mill)
Mixer/Engineer: Raja Seghal (Grand Central Studios)
Media placement: Branded Music Video - VIVA (Germany) - 1 January 2011

Insights, Strategy & the Idea
Research shows that while teens today are the most 'connected' generation ever, they often still feel isolated or alone. It also shows that COKE is starting to become less relevant to them. Our aim was to create a campaign that would bring teens together through their true passion, music.

COCA-COLA and the band One Night Only co-created a song around the sacred teenage ritual of locking yourself in your room and cranking the stereo. It’s a time when teens escape, through music, in the sanctuary of their rooms. They might feel like they are on their own, but the ritual is a universal one. This song and video offer an imaginative look at how COKE and music help bring teens from all over the world together.

Creative Execution
First we worked with the band One Night Only to create a new song. Next we shot a global ad campaign with a full-length music video featuring the band with teens from all over the world. On set, we invited our teen cast to inform and influence the action, to ensure its relevance and authenticity.

An online version of the video allows teens to insert their own footage into the action, and to invite their friends and peers to get in on the fun, helping 'Can You Feel It Tonight?' spread around the globe.

Results and Effectiveness
The video has only been launched in Germany at the beginning of this year and it has 104,725 YouTube hits so far.

http://www.youtube.com/watch?v=IXc6nZjWckM