Piece #1



Piece #1 - “WWHSN” Campaign


Company:
Definition 6
Award:
AME Gold Medallion
Brand:
Coca-Cola
Title:
“WWHSN” Campaign
Country:
USA
Competition:
Consumer Products & Services
Category:
Beverages, Non-Alcoholic

Talent Credits

  1. Darcey Topham - Senior Account Manager
  2. Paul McClay - Director of Strategy & Media
  3. Pat Carpenter - Editor
  4. Todd Morris - Exec. Producer
  5. Paul Iannacchino - Creative Director
  6. John Harne - Exec. Creative Director
  7. Sean Donnelly - Cinematographer
  8. Blake Blalock - Account Director
  9. Ashley Reed - Social Media Manager
  10. Mike Creati - Senior Web Developer
  11. Lisa Miller - Producer
  12. Kristine Lilly - Media Senior Buyer/Planner

Campaign Summary

The objective of the “Where Will Happiness Strike Next?” campaign is to unite the Coca-Cola brand with happiness in a way that invokes sharing, and thus, enabling Coca-Cola’s audience to share happiness with others, using the brand as the vessel. One of Coca-Cola's core brand principles is sharing - so the goal was to tell a story that would live on as a piece of shareable content. The strategy was simple: create a moment of genuine happiness and harness that moment in a way that allows others to share in that moment, and then share it with each other. Let the idea expand…the story and emotional connection to the work should be universal in its understanding and appeal.



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