Coca-Cola: Security Cameras

Wunderman Buenos Aires

Advertiser: The Coca-Cola Company
Brand: Coca-Cola
Country: Argentina

Objectives

As an iconic brand associated with optimism, Coca-Cola has forever invited people to think and act positively, issuing messages that are culturally relevant for each moment in history.

The objective for this campaign was to voice an optimistic message that would be culturally relevant for Argentina and the wider world at a time of economic uncertainty.

Strategy

After conducting global research, fear and a lack of trust in others were identified as the dominant tensions of today's world. People perceive the stranger as a potential enemy instead of as a potential friend.



Living in an environment we perceive to be threatening, people's first impressions of others tend to be negative. Our strategy challenged this perception with an idea that offered consistent and irrefutable evidence of a different reality.

Creative approach