COCA-COLA BROUGHT TOGETHER ICONIC ANDY WARHOL PAINTING WITH ILLUSTRIOUS ROSTER OF MASTER CLASSICS AND CONTEMPORARY WORKS IN ‘MASTERPIECE’
Launched with a striking film and digital content featuring universally recognized artworks by some of the world’s most famous masters, alongside several pieces by emerging artists from across the globe, the creative leveraged Coca-Cola’s iconic status and leans into culture in a surprising new way.
Set in an art gallery and jumping off from the iconic 1962 ‘Coca-Cola [4] by Andy Warhol we see the totemic, unmistakable Coca-Cola bottle passed from artwork to artwork as an entire universe magically comes together to deliver a moment of refreshment to someone who needs it most.
In a remarkable expression of Coca-Cola’s ability to switch on the magic of any break moment, the bottle moves through the hands of such artistic works as JMW Turner’s ‘The Shipwreck’; Munch’s ‘The Scream’ (re-colored lithograph); Van Gogh’s ‘Bedroom in Arles’; Hiroshige et al ‘Drum Bridge and “Setting Sun” Hill, Meguro’; finally landing with Vermeer’s ‘Girl with a Pearl Earring’ whose subject deftly opens the bottle and places it next to a student who is in need of some inspiration and refreshing upliftment.
As the Coca-Cola bottle passes around the works on display in “Masterpiece”, we take in not only some of the most universally recognized art, but also see the diverse brilliance of some of the world’s most exciting emerging creators, showcased by Coca-Cola for the first time on such a significant global platform.
These include:
• ‘Divine Idyll’ – Aket, 2022 (Europe)
• ‘You Can’t Curse Me’ – Wonder Buhle, 2022 (Africa)
• ‘The Blow Dryer’ – Fatma Ramadan, 2021 (Middle East)
• ‘Falling in Library’ – Vikram Kushwah, 2012 (India)
• ‘Natural Encounters’ – Stefania Tejada, 2020 (LatAm)
The new 2023 global campaign is designed to further build on Coca-Cola’s credibility in refreshing upliftment, the perfect accomplice to ‘breaks’ – delivering a range of new content and experiences.
Along with the new “Masterpiece” film, the campaign also includes a new suite of eight digital collectibles featuring the five emerging artists and three of masters showcased in Masterpiece; interviews with the emerging artists housed on a Virtual Gallery [VISIT HERE] and OOH billboards.
The Masterpiece film and content were created by BLITZWORKS, and the film was directed by Henry Scholfield out of Academy Films with post-production by Electric Theatre Company.
FEATURED ARTISTS INTERVIEWS
Agency: BLITZWORKS
CEO: Marcus Brown
Chief Creative Officer: Ajab Samrai
Chief Commercial Officer: Michael Faust
Directed by Henry Scholfield at Academy Films
PH Agency: Heads Up Production
EP: Simon Cooper
Producer: Ash Lockmun
DOP: Ben Todd
Local Service Production Company: Radioaktive Shelter
Sound: Yessian Music
AWARDS & RECOGNITION
Clio - Gold - Film Craft - Visual Effects
Cannes Lions - Film Craft - Bronze
Cannes Lions - Shortlist Film
Cannes Lions - Shortlist Craft Visual Effects
Cannes Lions - Shortlist Craft Animation
D&AD - Yellow Pencil - VFX Computer Generated
D&AD - Graphite Pencil - VFX Compositing
D&AD - Graphite Pencil - VFX Production Design
One Show - Gold - Music and Sound Craft
Agency: Wunderman Thompson
Creative Director: Murilo Melo, Gabriel Sotero
Art Director: Hugo Luquetti, João Mendes, Arthur Borges
Copywriter: Yannis Theodori, Kiko Borger
FIRST-OF-ITS-KIND ACTIVATION DELIVERED A REAL, ICE COLD COKE STRAIGHT OUT OF A 3D BILLBOARD
The activation, created by DAVID Miami, delivered inspiration and magic by uniting the virtual world with the real world, where the famous art character “Girl with a Pearl Earring”, by Vermeer, transformed a digital Coca-Cola into a real, physical Coca-Cola bottle for anyone in need of uplift and refreshment.
The activation is part of the global campaign “Masterpiece”, created by Blitzworks agency.
Agency: DAVID Miami
CCO: Rafael Donato
Group Creative Director: Alejandro Juli
Art Director: Seiji Wakabayashi
Copywriter: Thomas Nitti
Sr. Producer: Natasha Louckevitch
GFX /3D Animation: Blunt Action
Case Study: Sailor Studio
Coke Delivery Device/Machine: Bizsys
Agency that created Masterpiece: Blitzworks
AWARDS
Cannes Lions - Shortlist Outdoor (Coca-Cola 3Drinkable Billboard - 2023)
LOVE AGAINS RACISM
We invited black talents to transform Coca-Cola's iconic glass bottle into a symbol to make a revolution through love. The glass bottle was turned into a media to draw attention to the biggest festival of black culture in the world: Afropunk.
54% of the Brazilian population identifies as black or mixed, but historically mostly white people are the protagonists of love stories in Brazil’s entertainment industry, with black people vastly underrepresented, as if they weren’t able to love or to feel. The conclusion: Racism has taken many rights away from blacks – even the universal right to love.
After the black community revolutionized many areas of society in Brazil, it was time for a revolution in love, too. Coca-Cola, a brand that inspires optimism, delivered it in a different way.
We recognized black culture's value and merit, and decided to celebrate it through a new perspective: LOVE.
Our Coca-Cola Love Bottle kits featured bottles with a fabric inside that’s illustrated by black artists and represents love stories of other black Brazilian artists, with the kits sent to other influential creators to celebrate black love through their music and fans. Coke’s Love Bottles were a giant tribute at the biggest festival of black culture in the world – AfroPunk, which for the first time happened in Brazil.
The campaign achieved 54% more impressions than the previous Coke sponsorship (MTV MIAW-24.6MM vs. 16MM), 216K views and 83K engagement, with thousands of hearts, likes and stories about the artists on social media and the Love Bottles becoming a vehicle for black people to celebrate their love for partners, families and friends.
It was also loved by AfroPunk, who posted on their Brazilian and Global pages, reaching an international audience and raising Coca-Cola's visibility during the best moments of the festival, with 700% more engagement on social media, +18MM people celebrating black culture, +75% organic interactions and 234 articled published.
LOVE IS REVOLUTIONARY
Agency: Wunderman Thompson
Creative Director: Gabriel Sotero, Firulo
AD/CW: Adriano Sato, Raulzito Lima
Illustrations by Dialeto Studio: Robinho Santana, Rafa Black
The idea behind the prints is the combination of a human truth with a product truth to create an unexpected, witty insight.
On one hand, there’s the universal practice of food venues calling themselves the best in a certain type of dish. On the other, there’s the long-standing relationship between Coca-Cola and eateries in every corner of the world.
Something that has become expressed through the omnipresent Coke signs on façades.
Who’s the real king of tacos? We don’t have this answer, but they likely have a Coke logo on the door.
Agency: VMLY&R, Open X
Deputy Global Chief Creative Officer: Rafael Pitanguy
Executive Creative Director: Gabriel Jardim, Guto Monteiro
Associate Creative Director: Guilherme Possobon, Daniel Thomer
Senior Art Director: Pedro Assis
AWARDS
Cannes Lions - Print & Publishing - Bronze (Coca-Cola We All Agree Best Burger - 2023)
Cannes Lions - Print & Publishing - Bronze (Coca-Cola We All Agree King of Falafel - 2023)
Cannes Lions - Print & Publishing - Bronze (Coca-Cola We All Agree N1 Pizza - 2023)
CLIO - Bronze - Print
CLIO - Shortlist - OOH/Billboard
It Must Be Real was the Global hero communication to announce and celebrate the partnership between Coca-Cola and League of Legends: Wild Rift. The campaign involved a series of digital content in addition to the film.
Agency: GUT
CCO: Joaquin Cubria
ECD: Matias Lafalla, Ramiro Rodriguez Gamallo
Creative Directors: Andres Wassermann, Javier Biondo
Production: Eugenia Carbajales, Lorenzo Prati
Production House: FAUNA
Directors: Ignacio Ricci & Lidia Estepa
Post Production House: Barraca Post
Music & Sound Design: BAMBA MUSIC
Composer/Author: Juan Manuel Marín Fraga
Coca-Cola honored women's achievements on International Women's Day by remembering past accomplishments and craving for new ones.
Inspired by great empowered women all around the world, we wanted to spread pride to all women and bring acknowledgement to the population about how far the fight for women's rights have brought us all.
Together with Wunderman Thompson Brazil, we decided to use the iconic Coca-Cola ribbon as a wave of achievements, a graph that shows women's conquers through the years: what was already conquered and most importantly, what's still to come.
The campaign started with posts on social media with 15 million impacts online and ended up on more than 600 billboards in the busiest subway stations in Rio de Janeiro and São Paulo.
Agency: Wunderman Thompson Brasil
CD: Gabriel Sotero, Murilo Melo
CW: Ariane Polvani, Júlia Branco, Kiko Borger
AD: Camila Rodrigues, Barbara Joana, Thomas Lima, Joao Mendes, Marcus Prado
A kiss is one of the most iconic manifestations of respect, love and affection. “Kisses” plays with the idea that Coke is for everyone, remembering that Coke bottles have already been “kissed” by people of all identities and genders.
Agency: David São Paulo
ECD: Edgard Gianesi, Renata Leão
Creative Director: Rogério Chaves, Fabrício Pretto
AD/CW: Israel Medeiros, Lucas Vigliar
