Coca-Cola: Living plant billboard
Genevieve Cruz
Campaign details
Brand owner: The Coca-Cola Export Company, PhilippinesAgency: McCann Worldgroup, PhilippinesBrand: Coca-ColaCountry: The PhilippinesChannels used: Outdoor, out-of-homeMedia budget: Up to 500k
Executive summary
The Coca-Cola Living Plant Billboard is a classic case of a small pebble that created massive ripples. Through a simple yet ingenious and insightful use of a billboard, it was able to generate tremendous talk value locally and internationally – achieving its objective of creating awareness for Coca-Cola's CSR programme on sustainability. Specifically, it managed to provoke social conversations...