From wired to the airwaves: Migrating online creative to TV

Rob Cartwright
The Coca-Cola Company
Paul McClean
Millward Brown

"Where will happiness strike next?"

This was the core of the brief that was given to an agency in late 2009. Like many other consumer package goods companies, we were desperately trying to stay ahead of the evolving social media landscape. TV – we know how to do that. But other channels were still somewhat of a mystery.

More specifically, the agency was briefed to produce a video for online use that would convey two key insights of today's consumer:

  1. Authentic Happiness: The challenges of daily life are giving rise to an increasing desire to find authentic happiness.
  2. Human Connection: The key driver of happiness globally is human connection. Happy people are connected and human connections make us happier.