Campaign details
Advertiser: Coca-ColaBrand: Coca-ColaAgency: DAVID São PauloCountry: Brazil
Summary
On June 28, 2017, Coca-Cola's biggest goal was to have an engaging idea targeted to its employees to celebrate International LGBT+ Pride Day. This initative was led by the Coca-Cola Diversity Committee.
What Coca-Cola did not know was that this idea would extend beyond the company's office and dominate conversations on all social networks in the period, becoming the campaign with the greatest organic engagement in Brazil in 2017.*
But where did this idea come from?
The world is full of homophobic expressions...