This was a bit of a challenge. Coke Zero had been launched in the brazilian market in 2007. The sales were 80% higher than the goals set by the marketing department at The Coca Cola company. They had successfully established the motto: "Zero Sugar" yet wanted to emphasise that it was: "The same flavour as Coke Classic"
Same Flavour. Zero Sugar
We came up with the idea that Coke Zero had done some blind tasting in different spots in Brazil and consumers went nuts on account of not being able to tell the difference between Coke Classic and Coke Zero.
We devised a campaign, based around a website where we had a crazy nurse (a breed between Nurse Ratched - One Flew Over the Cuckoo's Nest - and The Animaniacs) that was responsible for a Resting Home facility that coke had built in order to take care of the 'confused' consumers that had took part in the blind tastings.
The first contact the user had with the nurse was a bit eerie. She talks a bit about the resting home and the people that 'rest' there when suddenly she pops the question: "Can you tell the difference between Coke Classic and Coke Zero?".
No matter what the user answered, she promptly admitted them to the resting home, wich turned out to be a mental hospital, of course. Once inside the user was asked to upload a photo in order to not be mixed up with one of the patients. We used gizmos' technology (3d avatar) to render an animated version of the user's face. From there they could check out the other inmates/pacients or try to escape by asking their friends to disguise them so the nurse won't notice.
We devised social media apps (facebook, orkut, blogger, wordpress, etc.) so the user could customize a message and send it to all their friends in the hopes that they would log on to free them.
The thing is, whenever new user logged on to the site, the nurse would mischievously lure them in. Over and over and over and over again...
We worked together with Espalhe to create OOH/Guerilla installments where the actress the played the nurse went to various social events taking pictures of people to populate the website and body piercing studios gave out free tongue piercings (with the coke zero logo on them) to whoever wanted to be 'commited' to the resting home.
The art direction and design was set on a mix of German Expressionism and Tim Burton's stylish photography. The final result was a creepy looking old home, with the noveau style gate and odd weather over the scenario.
The pacient's room was based on M.C. Escher's mind looping illustrations, giving hints of the trap set by the nurse.
The nurse's look was based on the WWI nurses, which are creepy in more ways we can imagine.
Storyboard
Making-of snapshots
This website has been awarded
• Silver Medal at the Wave Festival in Rio 2008
• Silver Medal at the Wave Festival in Rio 2008
Credits:
• Client: Coke Zero, 2008
• Copywriter: Clauber Volinsky
• Flash: Arthur Debert, Igor Almeida, Naetous and Valck
• Motion Flash: Valck
• Project Management: Fernanda Jesus
• 3d Techonology: The Gizmos Team
• Sound Effects: Marcus Azambuja
• Motion Design: Valck
• Client: Coke Zero, 2008
• Copywriter: Clauber Volinsky
• Flash: Arthur Debert, Igor Almeida, Naetous and Valck
• Motion Flash: Valck
• Project Management: Fernanda Jesus
• 3d Techonology: The Gizmos Team
• Sound Effects: Marcus Azambuja
• Motion Design: Valck
• Video Post-Production: Valck
• SEO/Guerilla: Espalhe
• SEO/Guerilla: Espalhe
