EVERY BOTTLE HAS A STORY

TitleEVERY BOTTLE HAS A STORY
BrandCOCA-COLA
Product / ServiceCSR INITIATIVE
CategoryA02. Best Non-Fiction Program, Series or Film where a client has successfully created a reality, document
EntrantTHE COCA-COLA JAPAN COMPANY Tokyo, JAPAN
Entrant Company:THE COCA-COLA JAPAN COMPANY Tokyo, JAPAN
Contributing Company:THE COCA-COLA JAPAN COMPANY Tokyo, JAPAN
Contributing Company:TENEIGHTY PRODUCTIONS Beijing, CHINA
Contributing Company:STAND AND DELIVER Malibu, USA

Credits

Name Company Position
David Elsworth Coca-Cola (Japan) Company Senior Vice President
Koki Yamashita Coca-Cola (Japan) Company Group Manager
Noah Weinzweig Teneighty Productions Ltd. Producer
Donovan Greene Stand/Deliver Director
Jason Aspes Newton Circus Writer
Camilla French Teneighty Productions Ltd. Production Coordinator
Simon Lee Emote Post Production Supervisor
Ryan Lott Ryan Lott Music/Llc Composer
Rob Slychuk 39 Degrees North Compositing
Syakirin Samak 39 Degrees North Colourist
James Oliver 39 Degrees North Project Manager
Sophoie Hwang 39 Degrees North Design/Animation
Stuart Hawkins Coca-Cola Pacific Director
Jeremy Rudge Coca-Cola South Pacific Creative Excellence Lead
Kazuyoshi Kawai Coca-Cola (Japan) Company Director
Yohko Okabe Coca-Cola (Japan) Company Manager
John Hacket The Coca-Cola Company Group Marketing Director
Shakir Moin Coca-Cola Asean Marketing Director
Don Davis Don Davis Director Of Photography

The Campaign

Across the regions, viewers tend to perceive branded content as commercially motivated, rather than appreciate them as an alternative form of entertainment. As consumers become much more media savvy, advertisers are constantly challenged to identify and deliver an effective content-creation model. Regionally, TV stations in Japan are relatively open to co-creating branded contents with advertisers. However, it is still hard to find a very compelling piece of content because the original creative intention tend to be watered down by multiple factors, such as programing format, length, standardized tone and manners defined by broadcasters, and ambiguous creative control.

Results

Coca-Cola supports more than 3,000 sustainability projects worldwide. From water conservation, farming, education and nutrition, Coca-Cola is an active corporate citizen on a global scale. But very few knew about it. People are very familiar with the Coca-Cola logo and its refreshing products. However, people were not too familiar with the company's major efforts in local communities. Coca-Cola wanted to fill the perception gap - but needed to do it in a way that avoided cynicism. Partnering with an independent content creation team, Coca-Cola shot and produced a series seven sensitively constructed short films called 'Every Bottle Has a Story'. The people are real, the stories are real, the narrative was planned but as with any documentary the team worked in the moment as it came. 1. Japan's story is about Coca-Cola's short and long-term support in Tohoku where the earthquake and tsunami hit the hardest. 2. Australia's story is about collaboration between the World Wildlife Fund, sugarcane farmers, NGO's and Coca-Cola to reduce the environmental footprint that sugarcane production has on freshwater quality and the Great Barrier Reef. 3. Indonesia's story is about a national team football player who got his first break in a grassroots sponsoring football program. Four other films tell stories about water in Malaysia, schools in China, nutrition in philippines, irrigation for farming in Thailand. The films have been used in multiple media across the Pacific region from TV, cinema, online and in key conferences and internal forums. Interactive media is designed to further the conversation with consumers invited to add their story, tweet, blog and deepen the stories.

The audience was drawn to the content through short versions in paid media - and long versions within YouTube, Cinema and Coca-Cola websites. The content has also been screened at multiple Coca-Cola's internal events, management meetings and annual conferences.

While it is too early to fully quantify the commercial impact, initial reaction from NGOs, government, local communities, key stakeholders and Coca-Cola employees, have been much more than Coca-Cola hoped for. It is changing the perception of the company, and inspiring the program to be implanted in many markets around the world.