PATH TO PEACE

TitlePATH TO PEACE
BrandCOCA-COLA
Product / ServiceCOCA-COLA
CategoryG02. Illustration
EntrantOGILVY VIETNAM Ho Chi Minh City, VIETNAM
Idea Creation OGILVY VIETNAM Ho Chi Minh City, VIETNAM
Production OGILVY VIETNAM Ho Chi Minh City, VIETNAM

Credits

Name Company Position
Martin Sutcliffe Ogilvy & Mather Vietnam Associate Creative Director
HoangSa Nguyen Ogilvy & Mather Vietnam Head of Design
Kevin Beltran Ogilvy & Mather Vietnam Senior Art Director
Phuong Anh Le Ogilvy & Mather Vietnam Senior Designer
Sabine Promberger Ogilvy & Mather Vietnam Designer
TatGiang Nguyen Ogilvy & Mather Vietnam Illustrator
VuHai Tu Ogilvy & Mather Vietnam Motion Graphic Artist
Alisha Robinson Ogilvy & Mather Vietnam Director of Project Management
Patrick Almaguer Ogilvy & Mather Vietnam Executive Creative Director
Tien Bac Ogilvy & Mather Vietnam Executive Creative Director
Ajab Samrai Ogilvy ASEAN ASEAN Chief Creative Officer
Giri Jadhav Ogilvy ASEAN Vice President, ASEAN

The Campaign

Coca-Cola’s global message has always been about bringing people together and this was the perfect opportunity to highlight it for our Target audience of 13 to 39 year olds. We used Coca-Cola’s iconic ribbon as a path for peace for the Trump and Kim to follow and meet peacefully in the middle. When they met in the path for peace they shake hands and make a silhouette of the Coca-Cola bottle. Helping Coca-Cola champion bringing people together once again. Even for the most unexpected ones.

Creative Execution

Coca-Cola’s iconic color is red with simple white silhouette from the Logo to the iconic white ribbon. We used Coca-Cola’s iconic ribbon as a path for peace for the Trump and Kim to follow and meet peacefully in the middle. When they met in the path for peace they shake hands and make a silhouette of the Coca-Cola bottle to reinforce that Coca-Cola brings people together.

Indication of how successful the outcome was in the market

The campaign reached 250+ million people in one week, engagement Rate was 6 times higher than average and 98% positivity on social media. All while reinforced Coca-Cola’s brand message of bringing people together in a peaceful and positive way.

Links

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