Coca-Cola: Happy ID

This case study describes how Peruvians were encouraged to smile for their ID photographs by Coca-Cola who wanted to associate their brand with happiness and well-being.

Coca-Cola: Happy ID

McCann Lima

What were the objectives for the creative work?

Although Peru has everything to be a happy country, a rich culture, a diverse nature and a remarkable economic growth, when it comes to happiness index Peru is still ranked as one of the lowest in the region.

We start by asking ourselves: are Peruvians happy? This was the starting point that triggered a campaign of high impact and great commitment, which aimed to achieve a greater identification of Peruvians to happiness.

For some reason, Peruvians appeared in the photo of their ID card with long faces,...

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