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Open canvas: creative you just can't ignore (December 2017)

Two experts pick their favourite out of home campaigns and explain why their chosen work makes the most of the medium

Paul Jordan, co-executive creative director, Mcgarrybowen


Sometimes we just need to recognise the power of the product and the platform, then get the hell out of the way.I love love love the Coca-Cola screens illuminating Piccadilly Circus right now.
I won’t call them ads, because they’re not. Not really. Not ads in the way we think of them – jaw-dropping headlines and traffic-jamming visuals.
No, these screens do something much simpler. Much more effective. They instantly make me want to buy a Coke. And I’m a cynical old adman who doesn’t particularly like Coke.
Picture it. A chilly Wednesday night. Stepping out of a restaurant at the bottom of Regent Street. Hugging a friend goodbye and BLAM! There it was, over his shoulder. A gigantic, slow-motion Coke cap flying off a bottle; that brown fizzy stuff gloriously cascading into a glass. I couldn’t work it out. Full up on London’s finest dining and now all I could think was “I want a Coke.”
Was it nostalgia for the red and white of the world’s most iconic brand? The warm glow lighting up a cold night? All I know is that, some-how, this combination of logos and pack shots worked its magic on me and raced straight to my amygdala as if I’d just necked a can of the stuff.
There was no smart wordplay or visual trickery and that was its strength. When we write ads for OOH we have this rule; nine words or less for a headline. But I don’t think these Coke ads even have words. They’re that simple; that impactful.
And that’s the point. A 4K screen the size of a tennis court gives you impact. Lighting up Piccadilly Circus gives you impact. The red and white of the world’s most famous brand has impact.
Sometimes we just need to recognise the power of the product and the platform, then get the hell out of the way.
Apple gets this. Those posters wrapping whole office buildings with the latest iPhone on them aren’t really ads either, but they work in the same way. I want what they’re selling. But you can only get away with this in large-format OOH – anywhere else, any smaller, and it’s just a bit boring.

Sarah Hardcastle, creative, Mr President


In the age of the smartphone it’s easy to only see the things we want to see. From newsfeeds that show us only the stuff we like to clicking ‘skip’ on YouTube, consumers have never had more control over messages that are shared with them.But what about the messages nobody wants to see – or, worse, can’t see at all?
In Finland, 25,000 cases of domestic violence are reported to the police every year. That’s 70 acts of violence a day, with 88% taking place after dark, out of sight, unnoticed.
It’s this alarming statistic that sits behind the thinking of this reactive campaign for the Helsinki Police department, a partnership between JCDecaux and TBWA.
Using location data collected when a report is made, they were able to target the 15 closest OOH units to the crime with a powerful poster campaign the very next day. The posters at first appear to be straightforward ads for a kitchen or beauty brand but, once night falls, a black-light transforms the image to reveal the disturbing truth taking place behind closed doors.
This hyper-local approach meant that the neighbours of victims would be faced with the stark reality of the problem on their own street, making the messaging “You can’t hide the signs of violence” all the more poignant by placing it in spots that are hard to ignore.
The beauty and impact of this idea is in using targeted OOH, as by its very nature it can’t be skipped, scrolled past or blocked. It’s a smart strategy that plays on the medium’s strengths in a bold, reactive way, made all the more effective when combined with the eye-catching creative.
At Mr President, we’re firm believers in bring-ing media and creative together like this, and I can imagine how implementing the idea into digital OOH could make it even more powerful, (for example) by incorporating street names or even the number of calls made in that location.
Many brands are using the technology in this way already – British Airways with its “#lookup” activity, for one. But however it evolves, I hope this campaign continues to become more and more impactful – until it won’t be needed at all.
Open Canvas V5

Via: Campaign 

Posterscope Turkey work with Coca-Cola to launch new branding

Posterscope Turkey have launched a  new brand awareness campaign for Coca-Cola, to introduce their new ‘One-Brand’ look and feel packaging. The OOH campaign will be supported across other media, around 20 main Turkish cities and will run in three phases from broadcast to narrowcast as the message becomes more targeted to individual consumer preferences.
 

Posterscope Spain work with Coca Cola in DOOH first

Coca-Cola, is the first brand to be announced on Clear Channel ‘s new Playground digital media installed at La Vaguada Shopping Center in Madrid.

Coca-Cola Zero Azúcar will be the main product on the spectacular digital screens among which are an Led screen of 10 meters of height, that is located in the Great Plaza and is visible from all the plants of the commercial center of Madrid.

Detachable bottle labels that double up as wristbands for music festivals

No one does packaging stunts quite like Coca-Cola, and here’s another clever idea from the soda giant—bottle labels that detach and become working wristbands that young people can use to access music festivals.
The wristbands, developed by McCann Bucharest, came in eight designs. Not every one granted access to a festival—you had to scan it with a special app to see if it was a winner—but McCann says youngsters started collecting and wearing them as fashion statements.
Coke partnered with the main music festivals in Romania, including Transylvania’s Untold Festival, recently named Best Major European Festival at the European Festival Awards.
McCann says the campaign reached 75 percent of Romanian teens and resulted in a sales bump of 11 percent.

Via: Ad Week

 

Coca-Cola gives beach revellers in Rio a refreshing experience

To promote Coca Cola’s new packaging which launched earlier this year in Brazil, Posterscope and DAVID agency created an icy show-shopper.
A giant ice block (2 metres deep and weighing 8 tons) with 500 cans of Coca-Cola embedded into it was placed on Ipanema beach.  As the ice melted beach goers were rewarded with a can.
According to Patricia Pieranti, communication manager “Coca-Cola has always been part of the summer and our goal is providing a refreshing experience, in addition to presenting the new taste of Coca-Cola zero sugar to consumers. ”
The action reinforces the launch of the new packaging launched earlier this year in Brazil, part of the original Coca-Cola, Coca-Cola zero sugar and Coca-Cola with Stevia and 50% less sugars in the positioning of the iconic brand Coca-Cola. Thus, the portfolio no longer has three independent brands and is replaced only a great brand “Coca-Cola” with different versions.
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The Holiday Store with Nothing to Sell Minute Maid #DoingGood

The holiday season can be a stressful time of trying to find the perfect, but affordable, gift. Minute Maid‘s new store is looking to remind shoppers that sometimes the best gift is free.
The special pop-up store doesn’t sell anything, but rather encourages curious customers to write a letter to their parents, telling them what a good job they’re doing. Customers get free paper and pen, free wrapping, and a free bottle of Minute Maid juice to sit down and write out a heartfelt letter. It is part of their #DoingGood campaign, showing how far an act of kindness and love can go during a season dedicated to spending time with loved ones.
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Via: psfk

JetBlue and Coca-Cola encourage people to share a little liquid humanity

The Share a Coke with Humanity campaign, a collaboration between JetBlue and Coca-Cola, aims to hearten people to share a little humanity and foster happiness.
The middle of New York’s Penn Station, a busy station filled with strangers, was the ideal location to set up a Coca-Cola vending machine for the day. There were about 150 different transactions and all of those came with something extra—an extra bottle of Coke.
Buyers were surprised upon hearing another bottle rolling down the machine. Once they got the bottle, they knew what had to be done. On the LCD screen of the vending machine, it said Share A Coke with Anybody and this is exactly what people did.
Hidden cameras documented the person’s reaction upon receiving another bottle as well as keeping track of how this person determines to give or not to give. Approximately 70 percent of the subjects shared their extra bottle of Coke with someone else.
Lucky winners were rewarded round-trip travel certificates courtesy of JetBlue’s services. The majority of the consumers was surprised and even got teary-eyed after realizing that good deeds are still rewarded.
“Good things come to those who share” were words boldly printed on the travel certificates. Let us all keep this in mind and do our part in restoring faith in humanity, even in the toughest of times”. JetBlue
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Source: psfk

Coke brings some cool summer colour to Oz

Despite being one of the most well-known brands in the world, Coca-Cola wanted to drive the knowledge and popularity of their global brand in an increasingly hard to reach youth market. To engage this audience and get them talking, drastic changes to the original can were made — the cans shrunk to a smaller 250 ml size and became available in six new colours.
Through social media and the use of the #colouryoursummer hashtag, the changes to the brand were shared and drove momentum behind the word-of-mouth campaign.
To promote this campaign UM, Coca-Cola and JCDecaux teamed up to create a first in Australian OOH with a Digital, Fridge Dispenser all in one panel. The multiplatform approach played into the social media hype by the use of a hashtag #colouryoursummer.
By heading up to one of the Innovate panels located in multiple locations across Brisbane, Melbourne and Sydney, the digital screen engaged by asking the audience to interact and rotate the colourful cans located on the screen — the reward was an ice cold Coke in one of the new smaller-sized cans.
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Via: DigitalSignageToday

Coca Cola make wishes come true with Wish Booths in Dubai

With many South Asians  moving to Dubai for work, Coca-Cola have created special Wish Booths that are activated by Coca-Cola bottle caps and have installed them around the city, inviting UAE (United Arab Emirates) residents to make a wish for their families back home.
Some of these wishes went to India, Pakistan and the Philippines to become a reality.
The ‘Wish Upon A Coke’ campaign looked at the very real fact that more immigrants lived and worked in the UAE than Emirati locals (citizens of the United Arab Emirates), at a ratio of almost 5 to 1. After noting that the majority of these workers were earning money to send back home, they decided to launch a campaign to help.
The Wish Booths were created that when a person steps in, they’re asked what they would wish for their family. These wishes were then recorded and some of them with the help of Coca-Cola came true, such as the payment of school tuition fees, a roof for their parents home and the creation of a business.
Yet another amazing stunt that taps into the family-friendly ideals of Coca-Cola and yet again creates an emotional stunt that has become so typical of Coca-Cola in recent years.
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Via:PRexamples

Coca Cola España celebrates the New Year in spectacular style

To celebrate the end of 2014 and to welcome in 2015, Coca Cola took over the Puerta del Sol in Madrid with this spectacular Karaoke video mapping project created by Posterscope/psLIVE Iberia.  Thousands of people joined in the singing as the clock struck midnight.
 
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