Coca-Cola | Let's take an extra second

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CONTEXT

These days, one of the most damaging enemies of happiness is inequality. The wider the chasm between men and women, rich and poor, people of different nationalities, races and ages, the greater the threat to their happiness.

In fact, one of the clearest triggers of inequality is prejudice, because it leads straight to discrimination and lack of opportunities.

IDEA

Coca-Cola, as a standard-bearer for happiness, wants to combat prejudices, increase awareness and open up people’s minds.

For this purpose, we devised a campaign based on research which revealed that we take only a few seconds to build a prejudice and we invited people to take one second more to break down those prejudices and to get to know people better.

So, first we identified the most relevant prejudices in our society and we developed several elements.

One of them was a TV campaign based on true stories and real-life characters. In which we allowed the public to experience the natural process of the creation of a prejudice. After a few seconds, we revealed the truth behind those people.

We also produced documentaries about the same real people in the spots, in which they talked about their actual experience and how it had conditioned their lives.

On the other hand, we carried out an experiment in which we invited people in the street to take part. We showed them a picture of a person for a few seconds and then asked them what ideas they associated with that person. Afterwards, to the surprise of those who were asked to take part, we got the real people whose picture they had seen to appear in person, after hearing the impressions people had of them, and reveal their actual identity. A dialogue would grow between them, giving them the opportunity to take a little more time to get to know each other.

WITHOUT PREJUDICE, OUR WORLD IS A HAPPIER PLACE. OPEN TO OTHERS.

Agencia: The Cyranos McCann
Anunciante: Coca-Cola
Producto: Refresco
Contacto del cliente: Luis Gerardin, Guillermo Giménez y Brotons, Marta Fontcuberta, Alberto Velasco, Marina Saroka, Sol Jares Canovas, Ana Amura
Presidente creativo: Leandro Raposo
Director creativo ejecutivo: Pablo Colonnese
Director general: Federico Duberti
Directores creativos: David Fernandez y Joaquin Espagnol

Director de Arte: Eduard Cubel

Copywriter: Jaume Rufach
Director de planificación estratégica: Oriol Bombi
Directora de cuentas: Marta Grasa
Ejecutiva de cuentas: Laia Gilibets
Directora de producción: Alba Riart
Asistente de producción: Paulina Ramírez
Productora: Landia
Realizador: Andy Fogwill
Productor ejecutivo: Nico Cabuche
Coordinador de postproducción: Luciano Taccone
Director de fotografía: Christos Voudouris
Productor: Inma Gutierrez y Zico Judge
Editor: Pablo Mari
Producción por el cliente: La Verde Pro
Pieza: 4 vídeos internet
Título: 'Tomémonos un segundo más'