Bronze
Billboard
Craft - Typography Campaign
| Entrant: | VML Canada, Toronto |
| Brand: | Coca-Cola |
| Title(s): | "Lasagna", "Fish Taco", "Large Fries", "Churrasco", "Lamb Chops", "Osso Buco", "Langostino al Ajillo" |
| Corporate Name of Client: | The Coca-Cola Company |
| Client President: | Selman Careaga |
| Global Chief Marketing Officer: | Manolo Arroyo |
| Senior Client Brand Manager: | Solange Grimard |
| Client Company VP, Creative Coca-Cola, TCCC: | Islam ElDessouky |
| Client Company Canada Vice President Marketing & Partnerships: | Laura Cutsey |
| Client Company Senior Director, Creative Strategy CCTM LATAM: | Luciana Mendes |
| Client Company Manager, Creative Strategy CCTM LATAM: | Yanina Bentancor |
| Client Company Manager, Frontline Marketing Mexico: | Andres Gonzalez |
| Client Company Senior Manager, Frontline Marketing Mexico: | Gonzalo Rodriguez |
| Client Company Senior Director, Media Consumer and Shopper North Zone: | Luis Pedro Estrada |
| Client Company Senior Manager, Media Planning Mexico: | Felipe Rudd |
| Client Company Senior Director, Legal Counsel Trademarks: | Tatiana Cordova |
| Client Company Director, SRA Mexico: | Mariela Zapata |
| Client Company Director, PACS North Zone and Mexico: | Marie del Pilar Gonzalez |
| Client Company Director, Legal Counsel LATAM: | Karla Rodriguez |
| Media Companies: | EssenceMediacom/Branded Cities |
| Media Company VP, Client Partner: | Carolyn Froude |
| Media Company Account Director: | Goli Samii |
| Media Company Senior National Account Executive: | Annalicia Iker |
| Media Company VP of Sales: | Levon Stevenson |
| Agency: | VML Canada, Toronto/VML México, Mexico City |
| Agency Global President, Coca-Cola TM Category: | Kyla Jacobs |
| Global Chief Creative Officer: | Debbi Vandeven |
| Deputy Global Chief Creative Officer: | Rafael Pitanguy |
| CCO, WPP Open X: | Andrew Keller |
| Chief Creative Officers: | Graham Lang/Luis Madruga Enriquez |
| Creative Directors: | Alexis Caron-Côté/Alexandre Béland |
| Copywriter: | Olivier Goulet-Lafond |
| Art Director: | Félix-Antoine Brunet |
| Agency Head of Art: | Rodolfo López |
| Agency Head of Design: | Sam Bullis |
| Agency Producer: | Jonathan Lajoie |
| Agency Production: | Violeta López, Nadia González, Darío Casso |
| Agency Editors: | Veronica Medina/Alec Hanham |
| Agency Post Production Coordinator: | Hallie Vandeven |
| Agency Motion Designers: | Veronica Medina/Carson Catlin |
| Agency Managing Directors: | Maxime Mercier/Louthiern Bonsart |
| Agency Account Director: | Camille Joly |
| Agency Chief Client Officer: | Emma Toth |
| Agency Global Client Lead, The Coca-Cola Company: | Stephanie DeCelles |
| Agency Global Chief Strategy Officer, The Coca-Cola Company: | hase Cornett |
| Production Company: | Shaktiprod |
| Executive Producer: | Joanna Schatz |
| Production Company 1st Assistant Photo/Video: | Jordan Rodriguez |
| Photographer: | Liberta Romero |
| Retoucher: | Andrew O'Driscoll |
Description:
So, we tapped into people’s deep connection with food, and suggested the most perfect pairings to remind people that Coca-Cola is an integral part of mealtime. Magic Duos is a global idea that can be efficiently adapted and scaled across markets. It launched in Canada and Mexico at targeted locations, including a takeover at Toronto’s busiest intersection and outside Mexico City’s most popular malls.
The insights and strategy This campaign celebrates a timeless truth: Coca-Cola and great food are just meant to be together.
We wanted to remind the public that there’s something magical about the combination of your favourite dish and an ice-cold Coca-Cola.
So, using nothing more than typography and two iconic colours, we showed up at targeted, large-scale sites with serving suggestions across cultures.
The execution Coca-Cola is an iconic brand, so we wanted the executions to be bold, brave and unmissable. We aimed to use the least amount of information to create the biggest possible impact.
As posters and billboards in busy metropolitan areas, white type on Coca-Cola red gave us the stopping power we needed.
The idea was to trigger serving suggestions from classic to regional favourites. Using nothing more than the Coca-Cola font, TCCC Unity, and a fraction of the Coca-Cola logo, we conveyed the message that Coca-Cola and great food are meant to be together.
Using the first two (co) and last two (la) letters of the logo, we conceptualized numerous food names that would work within the system.
This resulted in a global toolkit, developed to be efficiently disseminated for multiple markets. The layouts can be easily optimized from large scale outdoor sites to social posts.
The results and impact Meals are the #1 drinking occasion for Coca-Cola. The connection to food is critical to the brand’s market share and their target market’s daily consumption rituals. This campaign was designed to reinforce Coca-Cola’s association with food with the broadest reach possible.
To date, the work has run in Canada and Mexico and has helped the brand to retain the biggest market share in both these geographies. Due to the low production cost of developing the assets, the Magic Duos campaign has been one of the most cost-effective “Meals” oriented campaigns for Coca-Cola to date.